Examination of the Relationship of Mouth Communication on Buying Handsets Domestic Production (Case Study GLX G5 Phone Buyers in Isfahan City for the Relevant Agencies)

Subject Areas : Jounal of Marketing Management

E.  Namdar Joyami ¹ (کارشناس ارشد، دانشگاه ایلام، ایران)
M.  Taban ² (گروه مدیریت منابع انسانی، دانشگاه تهران، ایران)

Received: 2016-04-20 Accepted : 2016-04-20 Published : 2015-12-22

Keywords: word of mouth communication, expertise, similarity, psychological risk, operational risk,

Abstract :

The purpose of this study was to investigate the relationship between communication, word of mouth customers to purchase local phone is (GLX G5). Methods: The study was conducted in Isfahan and the GLX G5 phone. Statistical population, buyer applicants (Buy HTC) is a city and a cluster sampling method was. Given an infinite number of samples, the number of farmers using the table - Morgan totaled 720 people. (Crohn's alpha values ​​Bach, the whole relationship (r) is equal to is0/927). Results: In this context, five hypotheses (word of mouth communication as a primary source - an expert source of information - the similarity with the source of information - Risk used - Psychological Risk) came into existence, all of which were verified hypotheses. Conclusions: Results indicate that word of mouth communication and relationship with customers is one of the main sources for providing information to applicants is to buy the phone. Moreover, the implications of source expertise and information he received similar information, the relationship of this information eclipse occurs. The risks related to product functionality, specialty and psychological risk, the similarity of the source with the receiver of the message are modified.