Assessing the Practical Effects of Word-of-Mouth Communication in Banking Service
| المصدر: | المجلة المصرية للدراسات التجارية |
|---|---|
| الناشر: | جامعة المنصورة - كلية التجارة |
| المؤلف الرئيسي: | Dakrory, Mona Ibrahim (Author) |
| المجلد/العدد: | مج34, ع1 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2010
|
| الصفحات: | 1 - 16 |
| رقم MD: | 659981 |
| نوع المحتوى: | بحوث ومقالات |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
35
| المستخلص: |
Word-of-mouth communication is a dominant force in the marketplace for services. However, the current body of research provides little insight into the nature of word-of-mouth in the service marketplace. The objectives of this paper are: firstly; to identify the effects of the word-of-mouth on both of Purchasing/dealing decision and customers' satisfaction; secondly to identify the effects of the level of Customer' satisfaction on word-of-mouth; and finally to develop a conceptual model that relates to a consumer’s satisfaction with inputs and outputs word-of-mouth. This paper attempts to examine the concept of word-of-mouth and its application applied to a larger sample of data. Furthermore, the current paper describes the relationships between variables of the suggested model of the process of word-of-mouth in Egyptian Banks'. A total of 267 customers of Egyptian Banks' are used in this paper using a survey. Results so far reveal that there is a direct correlation between the input word-of-mouth and the decision process and so between decision process and both positive and negative word-of-mouth. Moreover, using moderate variable satisfaction/dissatisfaction the results were improved. \ |
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