THE EFFECTS OF WORD OF MOUTH COMMUNICATION ON THE CONSUMERS’ TRAVEL AGENCY CHOICES

Year 2013, Volume: 5 Issue: 1, 172 - 181, 01.06.2013

Fatma Cakir Aysenur Cetin

Abstract

Consumers, in the process of decision making for purchasing, need to resort to various information sources. These information sources that they trust are family members, friends, colleagues and people in their immediate environment. Consumers can be influenced by their positive or negative experiences. The word of mouth as a form of interpersonal communication can be quite effective on consumers’ decision making process for purchasing. The aim of this study is to determine the importance of word of mouth in consumers’ decision making process. The study included the public survey with consumers of at least 18 years old in Aydin provincial centre. In the survey study, the effect of word of mouth communication on consumers travel agency choices was determined. Statistical analysis was performed with the survey data in accordance with the aim of study

Keywords

Word of Mouth Communication, Service Marketing, Travel Agency.

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