APPLYING WORD OF MOUTH COMMUNICATION IN THE CONSTRUCTION AN RECONSTRUCTION OF BANK SERVICES

  • Berndtson, Mikael (Project manager, academic)

Project: Externally funded project

Project Details

Description

The aim of this study is to design a framework for retailing banks to actively put Word of Mouth communication into practice within marketing. A deeper understanding of the WOM process is essential in order to affect WOM in a way which is positive for the retailing banks.
StatusFinished
Effective start/end date01.08.199931.07.2004