We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
SAĞLIK SEKTÖRÜNDE AĞIZDAN AĞIZA PAZARLAMANIN MARKA GÜVENİ ÜZERİNE ETKİSİ.
- Authors
YORULMAZ, Mehmet; KUŞCU, Fatma Nuray
- Abstract
In this study, it was aimed to examine the effect of word of mouth marketing behavior on trust in the institution of adults who live in Hatay and need health services. In line with the aim of the research, which was carried out with the relational survey model of the quantitative research type; The sample consists of 560 individuals determined by the random sampling method. It was obtained by using the "Word of Mouth Marketing Scale" and "Brand Trust Scale" to determine the effect of the participants' word of mouth marketing behaviors on brand trust. As a result of the scales applied, the data were analyzed with the SPSS program. As a result of the research, there was a significant difference between word of mouth marketing behavior, age, education level, number of applications to a health institution in the last year, but no significant difference was found between gender. While there was a significant difference between brand trust and educational status, the number of applications to a health institution in the last year, there was no significant difference between age and gender. As a result of the analysis made in line with the main purpose, it was determined that word of mouth marketing has a positive and significant effect on brand trust. This shows that as word of mouth marketing behavior increases, trust in the institution will increase.
- Subjects
BRAND loyalty; MARKETING; HEALTH facilities; EDUCATIONAL attainment; HEALTH behavior; TRUST
- Publication
Pamukkale University Journal of Social Sciences Institute / Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2023, Vol 54, p125
- ISSN
1308-2922
- Publication type
Article
- DOI
10.30794/pausbed.1103164