Özet:

The effect of word of mouth marketing (WOMM) in oral and dental health purchasing decisions which have an important position in health services was investigated and the concepts of marketing, health services and word of mouth marketing were explained. In order to determine the factors related to the effect of WOMM in the choice of Oral and Dental Health service, research was conducted on the people who got the health care service. In this research, the habits of receiving and giving advice who got health care services were examined. The characteristics of the people who rely on their recommendations were determined, their behaviors in case of satisfaction or dissatisfaction were examined and the relationships between socio-demographic characteristics of these examinations were tested. Descriptive research model was used as a research model in the study. People who received oral and dental health services at the Istanbul Okan University Dental Hospital in Istanbul were provided with a random method. The study was carried out with a total of 334 evaluable questionnaire forms. When the results of study were evaluated, it was seen that WOMM was an important method for health institutions. As it is seen in our study, consumers did not remain silent after the service they received, they reported their thoughts to the institution or their surroundings. It has been determined that WOMM method is effective in the process of choosing service of consumers. As a result, it was concluded that word of mouth marketing, which is one of the marketing activities, is very effective in this study. When it comes to health, the criterion of trust becomes even more important. When the literature is examined, it is seen that the word of mouth marketing method, which is one of the health marketing methods, has come to the fore in the health sector.

Anahtar Kelimeler: