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Keywords: Effectiveness
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Journal Articles
Journal:
Journal of Service Management
International Journal of Service Industry Management (2002) 13 (2): 141–162.
Published: 01 May 2002
...Jochen Wirtz; Patricia Chew Although more than 30 years of research has established the power of word‐of‐mouth (WOM), little work has focused on how it could be managed more effectively. This study examines how incentives would work to actively encourage WOM, and how incentives would potentially...
