在實務上，越來越多的業者已開始從事口碑行銷，然而，大多數的企業仍不明瞭該如何促進消費者間的口碑傳播。在學術上，從組織觀點來探討企業該如何創造口碑的研究也較為欠缺。因此，本研究藉由深入訪談21項商品的企業管理人員，來探討口碑行銷之現況，試圖歸納出企業進行口碑行銷的動機、方式和效果。
研究結果發現：1.企業採用口碑行銷的動機在於：銷售上的直接考量、產業特性、品牌塑造、企業自身條件上的考量、消費習性和回饋顧客；2.企業未進行口碑行銷的原因在於產品特性和企業自身條件；3.企業進行口碑行銷的方式主要可分為產品、價格、通路、促銷、人員、合作關係和網路七大構面；4.整體而言，口碑行銷會促使業績成長、增進顧客關係，然而其效果相當緩慢，需長期累積，而且會受到產品性質而有所差異；個別來看，不同的口碑行銷方式所產生的效果也不一樣；5.根據各個個案的口碑傳播路徑分析，本研究發展出口碑行銷模式的三種類型。

Practically, more and more practitioners begin to do word-of-mouth marketing. However, most businesses do not understand how to accelerate word-of-mouth communication between consumers. Academically, the studys to probe how to trigger word-of-mouth from the viewpoint of the organization are more deficient. Therefore, by the in-depth interviews from executives of 21 products, the researcher trys to probe the present situation of word-of-mouth marketing, and induces the motives, the ways, and the effects of word-of-mouth marketing.
The results suggest: First, applying word-of-mouth marketing motives are sales, the properties of the industry, brand building, the conditions of the business, the characteristics of the consumers, and the feedback. Second, not applying word-of-mouth marketing causes are the properties of the product, and the conditions of the business. Third, there are seven constructs for businesses to do word-of-mouth marketing: product, price, place, promotion, people, partnership and internet. Forth, on the whole, word-of-mouth marketing will increase sales and improve customer relationship. However, the effect is quite slow, and it takes long time to cumulate. The effect is also different with the properties of the product. Individually, the effect generated from various word-of-mouth marketing ways is different, too. Fifth, by the word-of-mouth communication path analysis of each case, the study develops three types of word-of-mouth marking model.

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