Question
वर्ड ऑफ माउथ (लोगों की जुबानी बातें)
Answer :
Word Count : 1440
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ग्राहक सेवा प्रबंधन के क्षेत्र में वर्ड ऑफ माउथ अर्थात लोगों की जुबानी बातें एक अत्यंत प्रभावशाली संचार माध्यम हैं। इसका अर्थ है कि किसी ग्राहक द्वारा किसी उत्पाद, सेवा, संस्था या ब्रांड के बारे में अपने अनुभव के आधार पर दूसरे लोगों को जानकारी देना। यह जानकारी सकारात्मक भी हो सकती है और नकारात्मक भी। उदाहरण के लिए, यदि किसी ग्राहक को किसी होटल में उत्कृष्ट सेवा मिलती है और वह अपने मित्रों तथा परिवार के सदस्यों को उस होटल की प्रशंसा करता है, तो यह सकारात्मक वर्ड ऑफ माउथ है। इसके विपरीत, यदि ग्राहक को खराब सेवा, असभ्य कर्मचारी, अधिक कीमत या शिकायत का उचित समाधान न मिलने का अनुभव होता है और वह दूसरों को इसके बारे में बताता है, तो यह नकारात्मक वर्ड ऑफ माउथ कहलाता है। ग्राहक सेवा प्रबंधन में वर्ड ऑफ माउथ का विशेष महत्व इसलिए है क्योंकि ग्राहक अक्सर किसी कंपनी के प्रचार की अपेक्षा दूसरे ग्राहकों के अनुभव पर अधिक विश्वास करते हैं। विज्ञापन में कंपनी अपने उत्पाद या सेवा की खूबियों को स्वयं प्रस्तुत करती है, जबकि वर्ड ऑफ माउथ में जानकारी किसी वास्तविक ग्राहक के अनुभव से प्राप्त होती है। इसलिए इसे अधिक विश्वसनीय और प्रभावी माना जाता है। जब कोई व्यक्ति अपने परिचित व्यक्ति से किसी उत्पाद या सेवा के बारे में अच्छी बात सुनता है, तो उसके उस उत्पाद को खरीदने या उस सेवा को अपनाने की संभावना बढ़ जाती है। वर्ड ऑफ माउथ ग्राहक के खरीद निर्णय को कई स्तरों पर प्रभावित करता है। जब ग्राहक किसी नए उत्पाद, होटल, अस्पताल, बैंक, रेस्तरां या ऑनलाइन सेवा का चुनाव करता है, तो वह अक्सर परिवार, मित्रों, सहकर्मियों और अन्य ग्राहकों से राय लेता है। उदाहरण के लिए, कोई व्यक्ति नया मोबाइल फोन खरीदने से पहले अपने मित्रों से उसके प्रदर्शन और गुणवत्ता के बारे में पूछ सकता है। इसी प्रकार
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