Managing Customer Word of Mouth

Although the strongest influence on consumer choice remains recommendations from friends and relatives, recommendations from other consumers are becoming an increasingly important decision factor. In an atmosphere of heightening mistrust of some companies and their advertising, online customer ratings and reviews are playing a growing role in the customer buying process.41

A Forrester research study, for example, found that about half of consumers won’t book a hotel that does not have online reviews. Thus it’s not surprising that more hotels are launching their own program to post reviews (Starwood places independent, authenticated reviews on individual hotel sites) or are using travel review sites (Wyndham streams ...

Get Marketing Management, 16th Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.