ABSTRACT
In services marketing literature, CB involves communication about products and services between people who are perceived to be independent of the firm providing the services using independent communication channels (Hughes, 2005). It is a form of interpersonal communication of customers regarding their personal experiences with a firm, a product or a service. CB is regarded as a very effective marketing tool at the lowest cost (Stodnick and Rogers, 2008). In service industry, positive CB is important because it encourages service receivers to communicate and share their experiences with others, thus providing direct interaction medium to achieve a common goal (Hoskins, 2007). Such CB could be a result of excellence service quality and QMP (Dabholkar et.al, 2000).
