The Construction of the Word of Mouth Model That Considered a Commodity Characteristic and Consumer Feeling  

Oleh:

Nakamura, Yasuhito ; Yokoyama, Shin-Ichiro ; Kaneko, Takeshi

Jenis: Article from Proceeding
Dalam koleksi: Asian Network for Quality (ANQ) Congress 2011, Ho Chi Minh City, Vietnam, 27-30 September 2011, page 1-10.
Topik: feeling factor; extornal factor; word of mouth; model
Fulltext: JP21-P_Nakamura_full paper.pdf (220.75KB)

Isi artikel

Currently, when there were some thing and service that we want, the consumers have already settled in the flow to search convenience. The marketing which used word of mouth can hold expense in check for the marketing which used the media, but there are much failure examples. In the study I think that there may be a reason to make word of mouth other than satisfaction for the quality of the product and am aimed at making the word of mouth model that considered an article characteristic and consumer consciousness.

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