“Customer Engagement’s Role Over Positive Word-of-Mouth Intention: A Study on Smartphones Sector”

Pandır B., Enginkaya Erkent E.

Global Business Research Congress , İstanbul, Türkiye, 24 - 25 Mayıs 2018, ss.150-154

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: İstanbul
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.150-154
  • Yıldız Teknik Üniversitesi Adresli: Evet

Özet

In this research, researchers have aimed to test relations and roles between customer engagement and positive word-of-mouth intention.

Methodology- This research is a descriptive study and includes the scales of customer engagement and positive word-of-mouth intention which were translated into Turkish and also socio-economic, demographic questions and usage habits. By help of these scales, a survey was formed and applied as an online survey.

Findings- It has been found that there is a significance correlation(Sig=0,00<0.05) between customer engagement and positive word-of-mouth of intention and the output Pearson Correlation Constant was 0.44. Additionally, there are significant differences in usage habits.

Conclusion- It can be interpreted that there is a positive but weak correlation between customer engagement and positive word-of-mouth intention.