*Postgraduate student, Dept Of Commerce, SB College, Kerala, India
**Associate professor and Head, Dept Of Commerce, SB College, Kerala, India
Online published on 24 April, 2018.
A good Word-Of-Mouth (WOM) is the most effective and cheapest form of advertisement. People who are ready to avail services of any service provider mainly on the basis of WOM may first receive from their friends or relatives. The study focuses on banking sector and 84 account holders are personally interviewed. Results revealed that most of the people are influenced by WOM of others and respondents agree that a positive WOM can attract and retain customers while negative WOM may detain them.
Word of mouth, Banking, Customers, After sales services
