Word-of-Mouth Processes Within a Services Purchase Decision Context
Author
Bansal, Harvir S.
Author
Voyer, Peter A.
Abstract
Investigates the processes of word of mouth within a services purchase decision context. Role of interpersonal influences in the traditional word of mouth models based within the noninterpersonal paradigm; Impact of interpersonal and noninterpersonal forces on the influence of word of mouth on service purchase decisions; Effects of noninterpersonal forces on interpersonal forces; Managerial implications and avenues for future research.
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