CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR

Abstract

Purpose- In this research, researchers have aimed to test relations and roles between customer engagement and positive word-of-mouth intention.Methodology- This research is a descriptive study and includes the scales of customer engagement and positive word-of-mouth intention which were translated into Turkish and also socio-economic, demographic questions and usage habits. By help of these scales, a survey was formed and applied as an online survey.Findings- It has been found that there is a significance correlation(Sig=0,00<0.05) between customer engagement and positive word-of-mouth of intention and the output Pearson Correlation Constant was 0.44. Additionally, there are significant differences in usage habits.Conclusion- It can be interpreted that there is a positive but weak correlation between customer engagement and positive word-of-mouth intention.