Word of Mouth -An Intentional MarketingTechnique in Service Sector - A Study with Special Reference to Banking Sector
Keywords:
Word of Mouth, Word of Mouth Marketing, Buzz marketing, Viral Marketing, Audience – tuningAbstract
Word of mouth is highly influenced by the experiences felt by consumers after consuming a product or availing a service. People express positives only when they get delighted, otherwise they may spread negative words. The study focused on banking services and 84 account holders were personally interviewed. The results revealed that most of the consumers were influenced by Word of mouth of others. So a good Word of mouth can be intentionally created, with a view to hike marketing potential. It can be created with minimum effort when things are done right.
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