Operationalising word-of-mouth referrals : the WOMBAT model

ridm@nrct.go.th ระบบคลังข้อมูลงานวิจัยไทย รายการโปรดที่คุณเลือกไว้

Operationalising word-of-mouth referrals : the WOMBAT model

หน่วยงาน Central Queensland University, Australia

รายละเอียด

ชื่อเรื่อง	:	Operationalising word-of-mouth referrals : the WOMBAT model
นักวิจัย	:	Dobele, Angela.
คำค้น	:	Word-of-mouth advertising. , Not a CQU Research Flagship , Advertising , 710403 Property and business services , 350204 Marketing and Market Research , 350206 Advertising and Public Relations , Word-of-mouth referrals -- Consumer behaviour -- Management
หน่วยงาน	:	Central Queensland University, Australia
ผู้ร่วมงาน	:	-
ปีพิมพ์	:	2550
อ้างอิง	:	http://hdl.cqu.edu.au/10018/12944 , http://hdl.cqu.edu.au/10018/12944
ที่มา	:	Dobele, A 2007, 'Operationalising word-of-mouth referrals: the WOMBAT model', Academy of Marketing Conference, Kingston University, London., 3-6 July 2007, pp. 1-13.
ความเชี่ยวชาญ	:	-
ความสัมพันธ์	:	Marketing theory into practice : proceedings of the Academy of Marketing Conference 2007, Kingston Business School at Royal Holloway Conference Centre, Egham, Surrey, UK, 3-6 July 2007. Egham, Surrey, UK : Kingston University, 2007. p.1-13 13 pages Refereed , aCQUIRe [electronic resource] : Central Queensland University Institutional Repository.
ขอบเขตของเนื้อหา	:	-
บทคัดย่อ/คำอธิบาย	:	Research into word-of-mouth referrals is gaining increasing interest and focus. This focus is warranted as referrals are extremely powerful in influencing consumers’ awareness, attitudes and purchase intentions. A two stage research methodology was used to answer the question “In addition to opinion leader and market maven are there other referral types which define the clients of professional services firms who offer positive word-of-mouth referrals?” Five referral types were identified, opinion leader, passive mercenary, helpful friend, reciprocator and closed mouth. The paper also suggests a management tool for applying these referral types, called the Word-of-Mouth Business Acquisition Tool, or WOMBAT.
บรรณานุกรม	:	APA Chicago MLA Vancouver Dobele, Angela. . (2550). Operationalising word-of-mouth referrals : the WOMBAT model. กรุงเทพมหานคร : Central Queensland University, Australia. Dobele, Angela. . 2550. "Operationalising word-of-mouth referrals : the WOMBAT model". กรุงเทพมหานคร : Central Queensland University, Australia. Dobele, Angela. . "Operationalising word-of-mouth referrals : the WOMBAT model." กรุงเทพมหานคร : Central Queensland University, Australia, 2550. Print. Dobele, Angela. . Operationalising word-of-mouth referrals : the WOMBAT model. กรุงเทพมหานคร : Central Queensland University, Australia; 2550.