Word-of-mouth communication networks are particularly important for service firms because:
A)service customers tend to rely more on personal than nonpersonal sources of information.
B)service firms only offer one brand of service.
C)service firms can seldom afford to pay for promotional efforts.
D)the inseparability of service performance.
E)service customers tend to rely more on nonpersonal than personal sources of information.

Question

Quizplus · Accepted Answer

Service customers tend to rely more on personal sources of information, such as recommendations from friends and family, when making decisions about which service provider to use. Therefore, word-of-mouth communication networks can be particularly important for service firms in generating new business.

Word-Of-Mouth Communication Networks Are Particularly Important for Service Firms Because