Abstract:

The aim of this study is to explain the role of negative and positive word-of-mouth communication in consumers' development of cynical attitude towards private health care organizations, and to understand how this role can be shaped, especially when the risk factor comes into play. The role of negative and positive word-of-mouth communication on consumers' purchasing behavior has been the subject of various studies. Previous literature indicates that negative word-of-mouth communication is taken into account more strongly by cynical consumers, while other studies emphasize the importance of recommendations and positive word-of-mouth communication in customers' purchase behavior. Analysis of the data collected from 362 participants in this study shows that, in regards to customers' cynical attitudes, the rate at which positive information abates cynicism is higher than the rate at which negative information reinforces cynicism. As a result of this study, suggestions were made for practitioners and new studies in light of these findings.

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