Abstract:

The purpose of this study is to investigate the impacts of word of mouth as a source of information during the process of service purchasing. Moreover, it is aimed to study the inclination of negative or positive word of mouth formation of customers, depending on the satisfaction level that emerges at the process of customers’ assessment of their service purchasing. For this purpose, the data were collected throughout the questionnaire. The results reveal that the word of mouth as an input influences the purchasing behavior. It is also found that in the post purchase evaluation, satisfied customers tend to expose positive word of mouth however unsatisfied customers are inclined to expose adversely. Additionally, it is found that word of mouth changes its own in accordance with the level of word of mouth form.

Keywords: