THE EFFECT OF WORD OF MOUTH MARKETING ON CUSTOMERS PURCHASING DECISION PROCESSES AND AN APPLICATION: (ISTANBUL TRAVEL AGENTS CASE)

Abstract

Author(s): Ay?eg羹l KUTLUK, Cevdet AVCIKURT

Created by benefiting from word of mouth communication word of mouth marketing detailed examination and investigated the effects on customers of travel agencies. Result of the study; alternative proposals presented to tourism enterprises and intended to more clearly understanding of the concept of word of mouth.In this study; services of a travel agency on the process of purchasing, in order to identify how effective word of mouth communication, a scale was applied in agencies which operating in ?stanbul/Kad?köy district. As a result of the research, the more word of mouth communication between colleagues, a referral source is the most preferred technique and has been used.

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