Word of mouth marketing: an empirical investigation in healthcare services | Zendy

Cegiz Duran | Zendy; Aysel Çetindere Filiz | Zendy; Arzu Cetindere | Zendy

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Word of mouth marketing: an empirical investigation in healthcare services

Author(s) -

Cegiz Duran,

Aysel Çetindere Filiz,

Arzu Cetindere

Publication year - 2016

Publication title -

pressacademia

Language(s) - English

Resource type - Journals

ISSN - 2146-7943

DOI - 10.17261/pressacademia.2016321980

Subject(s) - diction , clarity , corporate governance , accounting , business , annual report , tone (literature) , index (typography) , optimism , marketing , psychology , computer science , finance , linguistics , social psychology , biochemistry , chemistry , philosophy , poetry , world wide web

A considerable number of studies assert that word of mouth marketing is effective on customer preferences. It is also regarded as a form of promotion especially in professional services, where confidence plays a pivotal role. This study aims to identify advice giving and receiving habits regarding healthcare services. In addition, we also intend to measure the reaction of healthcare service receivers in accordance with their satisfaction and dissatisfaction outcome and to associate it with their demographic characteristics. The empirical results suggest that word of mouth marketing affects customer preferences in healthcare services. We also detect a limited relationship between demographic characteristics and word of mouth marketing.

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