Cengiz DURAN, Aysel Cetindere FİLİZ, Arzu CETİNDERE, Suleyman TİRYAKİ

WORD OF MOUTH MARKETING: AN EMPIRICAL INVESTIGATION IN HEALTHCARE SERVICES

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.

Keywords:

Word of mouth marketing service industry, health care services, consumer’s preference, demographic features,

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