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Keywords: Replication
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (3): 379–394.
Published: 09 January 2026
...Peter Voyer; Hajar Fatemi Purpose This paper aims to convey: the criticality of word of mouth ( WOM ) within today’s modern service marketing environment; the importance of replication as a fundamental pillar of scientific research; and of greatest salience here, via replication, re-evaluation...
