THE IMPORTANCE OF WORD OF MOUTH COMMUNICATION ON HEALTHCARE MARKETING AND ITS INFLUENCE ON CONSUMERS’ INTENTION TO USE HEALTHCARE

Yıl 2018, Cilt: 3 Sayı: 1, 1 - 22, 25.04.2018

Maşide Gürcü , Sezer Korkmaz

https://doi.org/10.31201/ijhmt.364494

Cited By: 3

Öz

This study aims, to determine the influence of word of
mouth communication with regards to the consumers’ purchase intention on healthcare.
The empirical part of the study was conducted with 430 consumers over the age
of 18 living in Yozgat province. Questionnaire forms were used to obtain data,
which were analyzed through SPSS 22 package software for reliability analysis,
factor analysis, correlation analysis and regression analysis. 68.1 % of the
participants are explored to have recommendation on healthcare issue through
word of mouth communication. The study has determined that 95.8% of participants
express satisfaction while 94.7% of them do express dissatisfaction after the
use of healthcare services. According to the results, references, internet and
social network are the first contact tools, and medical specialists along with
those who have already bought the service are the most effective source of
information in regards to health service consumption. It also shows that all of
the sub-dimensions of word of mouth communication have a positive influence on
purchase intention.

Anahtar Kelimeler

Word of Mouth Communication, Word of Mouth Marketing, Health Institution Preference, Healthcare Preference, Purchase Intention

Kaynakça

• Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5-17.
• Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4, 291-295.
• Avcılar, M.Y. (2005). Kişisel Etki Kaynakları ve Ağızdan Ağıza İletişim Ağı. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 19(2), 333-347.
• Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., and Sajjad, M. (2016). Online Word-of-Mouth Antecedents, Attitude and Intention-to-Purchase Electronic Products in Pakistan. Telematics and Informatics, 33(2), 388-400.
• Bansal, H. S., and Voyer, P.A. (2000). Word-of-Mouth Processes Within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166-177.
• Bronner, F. and Hoog, R. (2011). Vacationers ans eWom: Who Posts, and Why, Where, and What?. Journal of Travel Research, 50(1), 15-26.
• Cheng, S., Lam, T., and Hsu, C. H. (2006). Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior. Journal of Hospitality & Tourism Research, 30(1), 95-116.
• Cop, R., ve Gümüş, N. (2009). Pazarlamada Ağızdan Ağıza İletişimin Tüketici Davranışlarındaki Rolü ve Bir Araştırma. Ticaret ve Turizm Eğitim Fakültesi Dergisi, 2, 179-202.
• Corbin, C. L., Kelley, S. W., and Schwartz, R. W. (2001). Concepts in Service Marketing for Healthcare Professionals. The American Journal of Surgery, 181(1), 1-7.
• Dholakia, U. M. (1997). An Investigation of the Relationship Between Perceived Risk and Product Involvement. NA-Advances in Consumer Research, 24, 159-167.
• Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44 (November/December), 147-57.
• Dobele, A., and Lindgreen, A. (2011). Exploring the Nature of Value in the Word-of-Mouth Referral Equation for Health Care. Journal of Marketing Management, 27(3-4), 269-290.
• Duhan, D. F., Johnson, S. D., Wilcox, J. B., and Harrell, G. D. (1997). Influences on Consumer Use of Word-of-Mouth Recommendation Sources. Journal of the Academy of Marketing Science, 25(4), 283-295.
• East, R., Hammond, K., and Lomax, W. (2008). Measuring the Impact of Positive and Negative Word of Mouth on Brand Purchase Probability. International Journal Of Research in Marketing, 25(3), 215-224.
• East, R., Hammond, K., and Wright, M. (2007). The Relative Incidence of Positive And Negative Word of Mouth: A Multi-Category Study. International Journal of Research in Marketing, 24(2), 175-184.
• File, M. K., Judd, B. B., and Prince, R. A. (1992). Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals. Journal of Services Marketing, 6(4), 5-14.
• Gabbott, M. (1991). The Role of Product Cues in Assessing Risk in Second-Hand Markets. European Journal of Marketing, 25(9), 38-50.
• Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., and Yale, L. J. (1998). A Dyadic Study of Interpersonal Information Search. Journal of the Academy of Marketing Science, 26(2), 83-100.
• Godes, D., and Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545-560.
• Gülmez, M. (2011). İnternet Üzerinde Ağızdan Ağıza Pazarlama Uygulama Örnekleri. İnternet Uygulamaları ve Yönetimi Dergisi, 2(1), 29-36.
• Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, 4(1), 60-75.
• Herr, P. M., Kardes, F. R., and Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-462.
• Holmes, J. H., and Lett, J. D. (1977). Product Sampling And Word of Mouth. Journal of Advertising Research, 17(5), 35-40.
• İnternet: WOMMA (2017), URL: http://womma.org/, Son Erişim Tarihi: 10.04.2017.
• Katz, E., and Lazarsfeld, P. F. (1955). Personal Influence, The Part Played by People in the Flow of Mass Communications. New York: Free Press.
• Laczniak, R. N.,DeCarlo, T. E., and Ramaswami, S. N. (2001). Consumers’ Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective. Journal of Consumer Psychology, 11(1), 57-73.
• Lampert, S. I., and Rosenberg, L. J. (1975). Word of Mouth Activity as Information Search: A Reappraisal. Journal of the Academy of Marketing Science, 3(3-4), 337-354.
• Lee, C. H., and Cranage, D. A. (2014). Toward Understanding Consumer Processing of Negative Online Word-of-Mouth Communication: The Roles of Opinion Consensus and Organizational Response Strategies. Journal of Hospitality & Tourism Research, 38(3), 330-360.
• Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74-89.
• Martin, W. C., and Lueg, J. E. (2013). Modeling Word-of-Mouth Usage. Journal of Business Research, 66(7), 801-808.
• Meiners, N., Schwarting, U. and Seeberger, B. (2010). The Renaissance of Word-of-Mouth Marketing: A 'New' Standard in Twenty-First Century Marketing Management?!. International Journal of Economic Sciences and Applied Research, (2), 79-97.
• Mookerjee, A. (2001). A Study of the Influence of Source Characteristics and Product Importance on Consumer Word of Mouth Based on Personal Sources. Global Business Review, 2(2), 177-193.
• Murray, K. B. (1991). A Test of Services Marketing Theory: Consumer Information Acquisition Activities. The Journal of Marketing, 55(2), 10-25.
• Murray, K. B., and Schlacter, J. L. (1990). The Impact of Services Versus Goods on Consumers’ Assessment of Perceived Risk and Variability. Journal of the Academy of Marketing Science, 18(1), 51-65.
• Özkan, E., ve Yıldız, S. (2015). Müşteri Sadakati ile Ağızdan Ağıza İletişimin Tüketici Satın Alma Davranışlarına Etkisi: Elektronik Eşya Sektöründe Bir Uygulama. International Journal of Economic & Administrative Studies, 8(15), 359-380.
• Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. The Journal of Marketing, 47(1), 68-78.
• Samuel, H. W. (2011). Content Management for Online Health Advice Sharing. Master Thesis, University of Alberta, Department of Computing Science, Canada.
• Schiffman, L. G. and Kanuk, L. L (1997). Consumer Behaviour. (Sixth Edition). New Jersey: Upper Saddle River.
• Silverman, G. (2007). Ağızdan Ağıza Pazarlama: Dünyanın En Güçlü Pazarlama Yönteminin 28 Sırrı. (Çev. E. Orfanlı). İstanbul: Mediacat Yayınları.
• Sundaram, D. S., Mitra, K., and Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. NA-Advances in Consumer Research, 25, 527-531.
• Susskind, A. M. (2002). I Told You So!: Restaurant Customers' Word-of-Mouth Communication Patterns. Cornell Hospitality Quarterly, 43(2), 75.
• Swanson, S. R., and Hsu, M. K. (2011). The Effect of Recovery Locus Attributions and Service Failure Severity on Word-of-Mouth and Repurchase Behaviors in the Hospitality Industry. Journal of Hospitality and Tourism Research, 35(4), 511-529.
• Trigg, L. (2011). Patients' Opinions of Health Care Providers for Supporting Choice and Quality Improvement. Journal of Health Services Research & Policy, 16(2), 102-107.
• Uzunal, B., ve Uydacı, M. (2010). Sağlık Kurumlarında Ağızdan Ağıza Pazarlama ve Bir Pilot Çalışma. Öneri, 9(34), 87-95.
• Wangenheim, F. V. (2005). Post Switching Negative Word of Mouth. Journal of Service Research, 8(1), 67-78.
• Weiss, R. (2014). Influencer Marketing. How Word-of-Mouth Marketing can Strengthen Your Organization's Brand. Marketing Health Services, 34(1), 16-17.
• Zeithaml, V.A. (1981). “How Consumer Evaluation Processes Differ Between Goods and Services”. James H. Donnelly and William R. George (Eds). Marketing of Services. Chicago: American Marketing Association, pp.186–189.