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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/88282
- The use of mixed-mode word-of-mouth promotion towards food Hospitality service marketing communications objectives: a research agenda and design
- Lazarovits, Jonathan; Hill, Railton
- We develop a research agenda and design exploring mixed mode word-of-mouth (WOM) communications directed towards food hospitality service sector marketing communications objectives. WOM utilises the time and effort of consumers themselves in promoting the service. We overview theory in the areas of buyer decision processes, marketing communications, and social connectedness. Food hospitality providers are often entrepreneurs in small-to medium-enterprises (SME's). Such organisations are seldom resource rich, but may enjoy some advantage in terms of closeness to their customers and quickness to implement WOM innovation. We develop a set of initial research questions, and a research design.
- Publication type
- Conference paper
- Research centre
- Swinburne University of Technology
- Proceedings of 'Music to the Ears of our Customers', the 2nd Biennial International Conference on Services Orchestrating the Service Experience (2BIC 2009), Thessaloniki, Greece, 04-06 November 2009, pp. 324-332
- Publication year
- Publisher URL
- Copyright © 2009 2BIC.