Word of Mouth Marketing at Health Institutions

Abstract

Today, information and experience sharing of the consumers with one another has gradually begun to have a greater significance with traditional advertising and marketing activities. Word of mouth has been considered as an information source that affects buyer attitudes and buying behavior. While the importance of word of mouth advertising is being increased, the interpersonal advices are taking an important place. The study was conducted with 145 people using simple random sampling method as a homogeneous one. A 22-item questionnaire was used as a data collection tool created with the literature knowledge of the researcher. The data obtained from the questionnaire were coded and analyzed with SPSS 17.0 statistical software on computer. During the evaluation process, frequency and chi-square analyzes were used. According to analysis results, it is concluded that the participants trust on the advice by their relatives or friends in hospital choose or health related issues.