申論題

III. Essay Questions (20 points)
       Word-of-mouth has always been a powerful marketing force. Researchers defined word-of-mouth as informal, person-to-person communication between a perceived non-commercial communicator and a receiver regarding a brand, a product, an organization, or a service. Researchers argued that word-of-mouth is a process which allows consumers to share opinions and information about a specific product, service, or brand in order to move buyers away from or toward the company, brand, or offering. A widely accepted notion in consumer behavior is that word-of-mouth communication plays an important role in shaping consumers’ behaviors and attitudes. Favorable word-of-mouth may include relating pleasant, vivid, or novel experiences and recommendations to others. Negative word-of-mouth may include warning others by telling them not to patronize a particular service provider.
      Discuss how to enhance positive customer word-of-mouth by service employees and service firms. (Note: In developing your answer, be sure to give a rationale as to why the concepts and theories are the most relevant and appropriate for the situation described.)