Examines the importance of the verbal exchange of positive and
negative information about a firm′s products and services. Presents
suggestions for learning what is being said and how to gain systematic
control over the word of mouth process. Suggests a model of this
process, including interpersonal communications among a variety of
stakeholder groups. Highlights the case of the hospitality industry, but
makes suggestions of use to all service businesses.
Photographs are an under-used but powerful qualitative research tool. In the project described, visitors to the city of Toronto were provided with a camera and asked to document those aspects of the visit they found most enjoyable or most distressing. The photographs formed the basis of an intensive interview session in which visitors discussed and evaluated various aspects of their visit.
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