word of mouth advertising

Open Access Article

1 - Effect of Foreign Health Tourists’ Satisfaction from Destination on Word of Mouth Advertising in Tehran's Hospitals
Mohammad Javad Taghipourian Umm al-Banin Eyni Mirhassanlo

Introduction: Today, the relationship between economic growths with the development of healthcare is well known. Tourist satisfaction of a destination is one of the important factors which effect on word of mouth. So, identifying the influencer factors on health tourist More

Introduction: Today, the relationship between economic growths with the development of healthcare is well known. Tourist satisfaction of a destination is one of the important factors which effect on word of mouth. So, identifying the influencer factors on health tourist satisfaction of a destination and their word of mouth could help improving of Tehran competition position in the health tourism. Method: For this purpose, based on the two models of Kitapci et al.(2014) and Araslı H, Baradarani (2014), was collected the views of health foreign tourists in Tehran, from countries such as the United States, Azerbaijan, Iraq, Syria, Afghanistan, and other Asian and European countries , A total of 391 questionnaires were collected for analysis. For Validity test was used from confirmatory factor analysis and AVE and for reliability was used Cronbach's alpha which results shown confirmation? Results: Seven hypotheses have been approved but six hypotheses have been rejected that is the influence of empathy, knowledge, equipment and tangibility, accommodation equipment, environmental safety and transportation facilities on tourist satisfaction. Conclusion: Following the investigation, it was concluded that two types of factors: internal environment and the external environment have effect on the Tehran's foreign health tourists’ destination satisfaction that factors affecting the internal environment include: accountability of medical environment personnel and trust of medical environment personnel and factors affecting the external environment include: tourist attraction and a food and restaurant factor. Manuscript profile

Open Access Article

2 - The relationship between attitudes to endorsement advertising and brand equity with Word of Mouth Advertising
shahab bahrami

The purpose of this study was to examine the relationship between attitudes to endorsement advertising and brand equity with word of mouth advertising. The population of this study included all consumers’ Rexona in the city of Mashhad, 385 people were chosen clust More

The purpose of this study was to examine the relationship between attitudes to endorsement advertising and brand equity with word of mouth advertising. The population of this study included all consumers’ Rexona in the city of Mashhad, 385 people were chosen cluster random and convenience sampling. The questionnaires of attitudes to advertising (Liu, 2002), brand equity (Yoo & Donthu, 2001) and word of mouth advertising (Ismail & Spinelli, 2012) was used to collect the data. Pearson correlation and Structural Equation Modeling analyzed the data. Findings indicated that attitudes to advertising has a direct and significant relationship on brand equity and word of mouth advertising. The brand equity has a direct and positive relationship on word of mouth advertising. The findings research explanatory the importance of brand equity and word of mouth advertising; businesses can validate the strategy of famous athletes’ endorsement So that they can attract customers more successful in conveying the desired function. Manuscript profile

Open Access Article

3 - Customer Relationship Satisfaction
kaveh Ganjehe Hamid Khodadad Hosseini Fereshteh Mansouri Moayyed

Significant changes have occurred in customers’ behaviors with the rise of competition in the working environment of nowadays’ banking industry. The purpose of this research is to determine the roles of customer satisfaction, loyalty, and word of mouth adver More

Significant changes have occurred in customers’ behaviors with the rise of competition in the working environment of nowadays’ banking industry. The purpose of this research is to determine the roles of customer satisfaction, loyalty, and word of mouth advertising in communication satisfaction of Parsian Bank customers. This research is practical in purpose and descriptive-correlative in method. Thus, after studying theoretical foundations of the research, different aspects of the variables were identified and by seeking the assessments of the experts, the research questionnaire was distributed and then collected. The sample volume was 384 people based on Cochran formula which was conducted through a random sampling in the available community. Also, for data analysis, structural equation technique and regression were utilized. The results confirm all research hypotheses and indicate that service quality leaves a significant positive impact on customer satisfaction, and also customer satisfaction variable has a significant positive impact on customer loyalty; service quality leaves a significant positive influence on word of mouth advertising, and besides, customer loyalty has a positive significant effect on word of mouth advertising, and word of mouth advertising by the customers of Parsian Bank leaves a significant positive effect on customers communication satisfaction. Manuscript profile

Open Access Article

4 - Consequences of word of mouth advertisement from the perspective of fitness clubs customers in Gonad Kavoos city
وحید وظیفه‌خواه ده‌جبار ناصر بای

  AbsrtactThe main purpose of this study was to study the consequences of word of mouth advertisement from the perspective of fitness clubs customers in Gonad Kavoos city. The present study was descriptive-correlation survey. The statistical population of this More

  AbsrtactThe main purpose of this study was to study the consequences of word of mouth advertisement from the perspective of fitness clubs customers in Gonad Kavoos city. The present study was descriptive-correlation survey. The statistical population of this study included all customers of fitness clubs in Gonad Kavoos city that 384 customers were selected as sample size by the available sampling method. For collecting research data, Kawakami et al (2013) word of mouth advertisement questionnaire and Chu & Yoojung (2011) attitudinal and behavioral consequences of customers were used. Descriptive and inferential statistics methods were used for data analysis.The results showed that word of mouth advertising has a positive and significant effect on increasing the awareness of customers. The effect of word of mouth advertising on the change attitude of customers was positive and significant. Another part of the results showed that word of mouth had a positive and significant effect on the recommendation of the club to others. Finally, the positive and significant effect of word of mouth advertising on the willingness to return customers was confirmed. According to the results, pay attention to the needs and wants of the fitness club customers and proper interaction with the customers are recommended.  Manuscript profile

Open Access Article

5 - Implementation of Marketing Strategies Based on Customer Lifetime and Referral Value (Case Study:broadband Internet Service Industry)
mohamad haghighi babak hazave hesar maskan mehdi ashkani amirhosein abasi

Nowadays, due to the sharp increase in competition and expansion of competitive markets, customer lifetime value has become one of the main topics in customer relationship management. The models which have been used so far for the estimation of customer lifetime value a More

Nowadays, due to the sharp increase in competition and expansion of competitive markets, customer lifetime value has become one of the main topics in customer relationship management. The models which have been used so far for the estimation of customer lifetime value and segmentation of customers do not include all aspects of customer value. The main purpose of this study is to assess the impact of customer’s value on other customers through estimation of customer referral value and then provide appropriate marketing strategies for each segment of customers based on their value in the broadband internet access services industry. Using the data obtained from a firm operating in the industry, it will be shown that the customers who have the largest transactions (i.e. those who have the highest lifetime value) are not necessarily the best marketers. The statistical population of this study included all customers of a telecommunication firm in Tehran and all members of the population were selected as the sample. The required data were obtained from reports of the customer database of the studied firm using MySQL, PHPMyAdmin, and Tableau. All data were statistically analyzed in IBM SPSS Statistics 22. Using the results of this study, it will be shown that a better understanding of customer value allows firms to target their marketing campaigns more properly and gain higher profits from their marketing investments. Manuscript profile

Open Access Article

6 - A survey on the impact of electronic word of mouth advertising on brand image and consumer purchase intention (case study: Final buyers of Samsung Mobile phone in Islamic Azad university-Aliabad Katoul Branch)
Hormoz Mehrani Mansoureh sadeghi Majid saftari

Word of mouth advertising is recognized as one of the most effective source of information transmission. The growth of information technology and advent of on-line social media sites have changed information transmission means.electronic word of mouth advertising is a n More

Word of mouth advertising is recognized as one of the most effective source of information transmission. The growth of information technology and advent of on-line social media sites have changed information transmission means.electronic word of mouth advertising is a new emerging phenomenon in which consumer share their experiences and evaluations of various brands and products such as mobile phones through on-line communication channels . The objective of this research is to investigate the impact of electronic word of mouth advertising on brand image and consumer purchase intentions (case study: final buyers of Samsung mobile phone in Islamic Azad university – Aliabad Katoul branch).Research methodology in this research is descriptive – survey and correlation. Research population consists of students of Aliabad Katoul branch of Islamic Azad university who are around 6400 persons. According to stratified sampling method and Kerjsey and Morgan table , Sample size was 384 persons. Data gathering technique in this research is Questionnaire which consists of electronic word of mouth Questionnaire of Bember shachez and Mengold , brand image Questionaire  of Davis and et al , and purchase intention Questionnaire of Shokla . Chrobach Alpha of all variables were above 0/7. For analyzing data, structural Equation Modelling with Lisrel software were used. Research Findings showed that electronic word of mouth adverising has positive impact on brand image and consumer purchase intention with 95 percent certainty. On  the other hand , with brand image as mediating Variable , the impact of electronic word of mouth advertising on purchase intention increases. Manuscript profile

Open Access Article

7 - Examining the effect of service quality on repeat visits, repurchase intention and word of mouth advertising with regard to the mediating role of customer trust and satisfaction in online shopping of health and cosmetic products (case study: Mahland
fahameh farahbakhsh

The present research is trying to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising with regard to the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products s More

The present research is trying to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising with regard to the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products so that businesses can provide effective solutions and corrective measures. And proactively, they can increase the amount of revisits, repurchase intentions, and word of mouth from online shopping for cosmetics; The aim of the current research was to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising regarding the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products (case study: Mahland Cosmetics website). The current research method is a descriptive survey method, and in terms of its purpose, it is considered part of applied research; the instrument of the current research is a questionnaire, the validity of which has been confirmed by the supervisor and marketing experts of Mahland Cosmetics Company, and its reliability for each variable is more than 0.7. The statistical population of this research includes all the customers of Mahland online shopping for cosmetics and health products who have experienced buying cosmetics and health products online. Karjesi-Morgan, there are 384 persons, 420 questionnaires were distributed by available sampling method and 384 complete questionnaires were collected; The analysis of research hypotheses has been done according to structural equation modeling analysis and the use of Lisrel software version 8.80, and the results show the effect of service quality on customer satisfaction and customer trust, confirming the effect of customer satisfaction on repurchase intention, confirming the effect of satisfaction Customers have had a repeat visit and finally confirmed the effect of customer trust on repurchase intention, word of mouth advertising and repeat visit to the Mahland cosmetics site, while customer satisfaction has not affected the word of mouth advertising of the Mahland cosmetics site. Manuscript profile

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