An exploration of the development and effectiveness of word-of-mouth communication in financial services markets

口碑在市场营销中起着至关重要的作用。组织不断寻求新的方法来获得竞争优势，而口碑就是这样一个机会。然而，以前的研究是有限的，例如使用口碑意图来测试消费者模型的结果。然而，本研究不仅探讨了导致口碑传播的因素，还探讨了口碑传播的后果。我们认为感知价值是口碑传播的核心因素，并将研究口碑传播发展、价值感知和购买之间的关系。该研究对服务提供商（如我们的金融服务行业合作伙伴）具有重要的实际意义。

Word-of-mouth plays a critical role in marketing. Organisations are continually seeking new ways to achieve competitive advantage and word-of-mouth represents such an opportunity. However, previous research is limited, for example using word-of-mouth intentions to test the outcome of a consumer model. The proposed study, however, addresses not only the factors that lead to word-of-mouth but also the consequences of word-of-mouth We suggest perceived value is a core contributor to word-of-mouth and will examine the relationship between word-of-mouth development, value perceptions and purchase. The study has key practical implications for service providers, such as our financial service industry partner.