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| Tekijä: | Wangenheim, F. Bayón, T. |
| Otsikko: | The effect of word of mouth on services switching - Measurement and moderating variables |
| Lehti: | European Journal of Marketing
2004 : VOL. 38:9-10, p. 1173-1185 |
| Asiasana: | Consumer behaviour Decision making |
| Vapaa asiasana: | Influence Referral Word of mouth |
| Kieli: | eng |
| Tiivistelmä: | The paper studies the effects of word of mouth in the context of service provider switching. An empirical study is presented which researches whether perceived influence or a switching referral is related to subsequent switching behaviour, and whether the variables that have an effect on perceived influence of the determinent by perceived communicator characteristics. |
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