Research Article | OPEN ACCESS
The Effect of Customer Satisfaction on Word of Mouth Communication
1Houshang Taghizadeh, 2Mohammad Javad Taghipourian and 3Amir Khazaei
1Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2Department of Management, Chalous Branch, Islamic Azad University, Chalus, Iran
3Department of Business Management, Aras Institution of Higher Education, Iran
Research Journal of Applied Sciences, Engineering and Technology 2013 8:2569-2575
Received: August 07, 2012 | Accepted: September 17, 2012 | Published: March 15, 2013
Abstract
Today, customer satisfaction is an important issue for organizations. Being a winner or loser is based on the percentage of customers that they have retained. This is why many scholars and researchers have continually stressed the importance of customer satisfaction. On the other hand, customer is one of the most important stakeholders in any organization because, without the customer, the organization probably will not succeed. So a customer behavioral intentions and responses, is one of the main concepts in the marketing literature has been studied. The objective of the study was to investigate the effect of customer satisfaction on word of mouth communication. Data were collected with questionnaire instruments. Model was developed and tested with structural equation model using data collected from the 412 Iranian bank customers. The results show that employee competence has a negative effect on word of mouth communication. Reliability has a positive effect on word of mouth communication and physical evidence has positive effect on word of mouth communication.
Keywords:
Behavioral responses, customer satisfaction, word of mouth communication,
Competing interests
The authors have no competing interests.
Open Access Policy
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Copyright
The authors have no competing interests.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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