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Influential Factors on Word of Mouth in Service Industries (The case of Iran Airline Company)

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  • Tahmoures Hasangholipour Yasvari
  • Reza Abachian Ghassemi
  • Elnaz Rahrovy

Abstract

Word of mouth has become a strong promotional instrument and an important source of information effective in consumer's attitudes and behaviors, especially in the field of service where the consumer's believes play an important role in choosing it. Word of mouth is very important in service industries, because intangible products can't be evaluated before consumption. The present study examines the factors effective in the formation of word of mouth about the services of airline companies and their results. The population of the research is all of the passengers used the services of Iran Air Company in the period of conducting the research. The sample size was estimated 212 using Cochran's formula. The convenience sampling plan was used for data collection. Pearson's correlation test and the structural equation modeling were used for testing the hypotheses. Data analysis was conducted using SPSS and AMOS software. Findings show that satisfaction, trust, service quality, the perceived value and loyalty are the factors effective in the formation of word of mouth about airline companies and can directly and indirectly affect on customers' decision about using the services of these companies. Keywords- Word of mouth, Consumer's behavior, Airline company, Structural equation modeling?

Suggested Citation

  • Tahmoures Hasangholipour Yasvari & Reza Abachian Ghassemi & Elnaz Rahrovy, 2012. "Influential Factors on Word of Mouth in Service Industries (The case of Iran Airline Company)," International Journal of Learning and Development, Macrothink Institute, vol. 2(5), pages 227-242, October.
    • Handle: RePEc:mth:ijld88:v:2:y:2012:i:5:p:227-242
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    References listed on IDEAS

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    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
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    4. Bone, Paula Fitzgerald, 1995. "Word-of-mouth effects on short-term and long-term product judgments," Journal of Business Research, Elsevier, vol. 32(3), pages 213-223, March.
    5. Westbrook, Robert A & Oliver, Richard L, 1991. "The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 84-91, June.
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    Cited by:

    1. Mark Kasa* & Pressca Neging & Azizan bin Yatim, 2018. "The Mediating Role of WOM (Word of Mouth) Between Antecedents and Purchase Intention among Hotel Guests in Sarawak, Malaysia," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 693-697:2.
    2. Lin, Hsiu-Fen & Huang, Yi-Wen, 2015. "Using analytic network process to measure the determinants of low cost carriers purchase intentions: A comparison of potential and current customers," Journal of Air Transport Management, Elsevier, vol. 49(C), pages 9-16.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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