Aktif-pasif kulaktan kulağa iletişim ve aktif kulaktan kulağa iletişimi etkileyen faktörler üzerine bir çalışma

Günümüz bilgi teknolojilerindeki hızlı ilerlemeler sayesinde insanlar arasındaki mesafeler kısalmakta ve iletişim daha da kolaylaşmaktadır. Bu değişim pazarlama alanı açısından kulaktan kulağa iletişimin önemini daha da artırmaktadır. Özellikle reklamın çok maliyetli olduğu ve tüketicilerin reklamdan kaçındığı bir dönemde, bu pazarlama iletişimi çeşidinin doğasının ve etkileyicilerinin bilinmesi işletmelere oldukça fazla katkı sağlayabilecektir. Bu çalışmanın amacı, aktif kulaktan kulağa iletişimi etkileyen; pasif kulaktan kulağa iletişim, müşteri tatmini ve bağlılığının etkilerini, hem düşük özellikli bir ürün olan şampuan hem de özellikli bir ürün olan cep telefonu açısında 403 üniversite öğrencisi üzerinde incelenmesidir. Keşfedici faktör analizi ve doğrusal regresyon analizleri sonucundaki çalışma bulgularında, hem özellikli ürün hem de düşük özellikli üründe müşterilerin aktif kulaktan kulağa iletişimlerinin, pasif kulaktan kulağa iletişim, müşteri tatmini ve bağlılığından etkilendiği saptanmıştır.

Active-passive word-of-mouth and the study of factors affecting active word-of-mouth

With rapid developments in today’s information technologies, distances between people get shortened and communication gets even easier. This change makes word-of-mouth even more important for the field of marketing. Especially at a time when advertising is too expensive and consumers abstain from advertising, knowing the nature and influencers of this type of marketing will contribute a lot to companies. The aim of this study is to observe the effects of passive word-of-mouth, customer satisfaction and commitment which affect active word-of-mouth on 403 undergraduate students; in terms of both a shampoo which is a low-specialty product and a cell phone which is a specialty product. According to the results of exploratory factor analysis and linear regression analysis, active word-of-mouth communication of customers is affected by passive word-of-mouth, customer satisfaction and commitment.

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