Ağızdan Ağıza İletişimi Belirleyen Faktörler: Perakende Sektöründe Bir Araştırma
Factors Influencing Word of Mouth Communication: A Study in Retail Industry

Summary/Abstract: Purpose – The study investigates the effects of loyalty, perceived quality, involvement, price consciousness, brand consciousness and habit driven shopping on word of mouth communication (WOM). The factors that influence WOM are analyzed in retail industry using the example of supermarkets. Design/methodology/approach – This study is a descriptive one; linear regression analysis is performed on the survey data collected from 226 Turkish participants. Findings –WOM communication is positively associated with loyalty, perceived service quality, brand conscientiousness, and habitual based decision style. In addition, the study shows that as consumers get older and their level of involvement increase, the extent of their WOM communication aslo increases. No significant relationship between price consciousness and WOM is found. Discussion – Supermarkets can identify their loyal, highly involved, habit driven customers, and encourage them to explain their opinions through a variety of channels. Efforts to improve the perceived quality of the supermarket will affect customers' WOM activities positively. Increasing the brand value of the supermarket and attracting brand conscious customers will increase the likelihood of positive WOM activities and not only increase the sales but also help the supermarket to acquire new customers in the long term. In addition, supermarkets may get better results if they aim their WOM enhancing activities to a relatively older customer group.

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