Customers are affected by various informational sources in today’s highly competitive environment One of these sources is word of mouth communication performed by customers expressing positive or negative thoughts Today increased importance of customer satisfaction and loyalty have made word of mouth communication to take a significant role in affecting buying decisions re buy or switch of customers In this study effects of word of mouth communication on customer buying decision re buy or swiching has been examined In this regard effects of word of mouth communication on mobile phone buying behaviour have been examined by data obtained from a survey conducted on 699 university students This research made class atmosphere in 5 23 february 2007 and systematic sample method According to the obtained results word of mouth communication affects customer re buying and switching behaviour Key Words: Word of mouth communication switching behaviour re buy behaviour
📌 3 Key Takeaways
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Objective & Hypothesis:Customers are affected by various informational sources in today’s highly competitive environment One of these sources is word of mouth communication performed by customers expressing positive or negative thoughts Today increased importance of customer satisfaction and loyalty have made word of mouth communication to take a significant role in affecting buying decisions re buy or switch of customers In this study effects of word of mouth communication on customer buying decision re buy or swiching has been examined In this regard effects of word of mouth communication on mobile phone buying behaviour have been examined by data obtained from a survey conducted on 699 university students This research made class atmosphere in 5 23 february 2007 and systematic sample method According to the obtained results word of mouth communication affects customer re buying and switching behaviour Key Words: Word of mouth communication switching behaviour re buy behaviour
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Key Findings & Data:Customers are affected by various informational sources in today’s highly competitive environment One of these sources is word of mouth communication performed by customers expressing positive or negative thoughts Today increased importance of customer satisfaction and loyalty have made word of mouth communication to take a significant role in affecting buying decisions re buy or switch of customers In this study effects of word of mouth communication on customer buying decision re buy or swiching has been examined In this regard effects of word of mouth communication on mobile phone buying behaviour have been examined by data obtained from a survey conducted on 699 university students This research made class atmosphere in 5 23 february 2007 and systematic sample method According to the obtained results word of mouth communication affects customer re buying and switching behaviour Key Words: Word of mouth communication switching behaviour re buy behaviour
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Conclusion & Impact:Customers are affected by various informational sources in today’s highly competitive environment One of these sources is word of mouth communication performed by customers expressing positive or negative thoughts Today increased importance of customer satisfaction and loyalty have made word of mouth communication to take a significant role in affecting buying decisions re buy or switch of customers In this study effects of word of mouth communication on customer buying decision re buy or swiching has been examined In this regard effects of word of mouth communication on mobile phone buying behaviour have been examined by data obtained from a survey conducted on 699 university students This research made class atmosphere in 5 23 february 2007 and systematic sample method According to the obtained results word of mouth communication affects customer re buying and switching behaviour Key Words: Word of mouth communication switching behaviour re buy behaviour
🔬Design:Survey & Empirical Study
📍Scope:2007 Verileri
⚙️Variables:Anahtar Kelimeler Ağızdan ağza iletişim · değiştirme davranışı · tekrar satın alma
Abstract
Customers are affected by various informational sources in today’s highly competitive environment One of these sources is word of mouth communication performed by customers expressing positive or negative thoughts Today increased importance of customer satisfaction and loyalty have made word of mouth communication to take a significant role in affecting buying decisions re buy or switch of customers In this study effects of word of mouth communication on customer buying decision re buy or swiching has been examined In this regard effects of word of mouth communication on mobile phone buying behaviour have been examined by data obtained from a survey conducted on 699 university students This research made class atmosphere in 5 23 february 2007 and systematic sample method According to the obtained results word of mouth communication affects customer re buying and switching behaviour Key Words: Word of mouth communication switching behaviour re buy behaviour
Özet
Günümüz yoğun rekabet ortamında müşteriler satın alma davranışlarında bir çok bilgi kaynağından etkilenmektedirler Bu bilgi kaynaklarından en önemlilerinden biri ise müşterilerin ağızdan ağıza iletişim yoluyla birbirlerini olumlu veya olumsuz etkilemeleridir Müşteri tatmininin ve buna bağlı olarak müşteri sadakatinin gittikçe önem kazandığı günümüzde ağızdan ağıza iletişim müşterilerin satın alma kararlarında tekrar satın alma ve veya değiştirme çok önemlidir Bu çalışma ile ağızdan ağıza iletişimin müşterilerin satın alma kararlarına tekrar satın alma ve veya değiştirme etkileri incelenmektedir Bu bağlamda 699 üniversite öğrencisinden anket yoluyla elde edilen verilerle cep telefonu satın alma davranışlarında ağızdan ağıza iletişimin etkileri araştırılmıştır Araştırma 5 23 Şubat 2007 tarihleri arasında sınıf ortamında sistematik örnekleme yöntemiyle yapılmıştır Elde edilen sonuçlara göre ağızdan ağıza iletişimin müşterilerin tekrar satın alma ve değiştirme davranışını etkilediği görülmüştür Anahtar Kelimeler: Ağızdan ağza iletişim değiştirme davranışı tekrar satın alma EFFECTS OF WORD OF MOUTH COMMUNICATION ON CUSTOMER BUYING BEHAVIOUR: A RESEARCH TOWARDS MOBILE PHONE MARKET
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