Theoretical and Empirical Study of Determinants of Word of Mouth in Airline Companies: The Case of Iran Airline Company
Word of mouth has become an important source of information affecting attitudes and behaviors of consumers. Specially, in the area of services that quality of consumer beliefs plays an important role in their decision-making process. Word of mouth is critical in services industries because intangibl...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2013-03-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_35423_c2660dddaff27227e41826e21a2bd2b4.pdf |
| Summary: | Word of mouth has become an important source of information affecting attitudes and behaviors of consumers. Specially, in the area of services that quality of consumer beliefs plays an important role in their decision-making process. Word of mouth is critical in services industries because intangible products cannot be evaluated before their consumption. Current study aims to investigate influential factors on creating word of mouth about Airline companies and its consequences. Population was estimated 212. To collect data, convenience-sampling plan was employed. Pearson correlation and structural equation modeling were used to test research hypotheses. SPSS software was used to analyze data. Results indicate that satisfaction, trust, perceived value, loyalty, and service quality are influential factors on word of mouth about the company. |
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| ISSN: | 2008-5907 2423-5091 |