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|b مصر
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|9 339556
|a Dakrory, Mona Ibrahim
|e Author
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|a Assessing the Practical Effects of Word-of-Mouth Communication in Banking Service
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|b جامعة المنصورة - كلية التجارة
|c 2010
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|a 1 - 16
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|a بحوث ومقالات
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|b 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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|a تكنولوجيا الاتصالات
|a الخدمات المصرفية
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| 773 |
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|4 الاقتصاد
|4 إدارة الأعمال
|6 Economics
|6 Business
|c 023
|e The Egyptian Journal for Commercial Studies
|l 001
|m مج34, ع1
|o 0460
|s المجلة المصرية للدراسات التجارية
|v 034
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| 856 |
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|u 0460-034-001-023.pdf
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|d y
|p y
|q y
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| 995 |
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|a EcoLink
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|c 659981
|d 659981
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