Volume 3, Number 2 (2019)
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Home > Journals > SCIREA Journal of Management > Archive > Paper Information

The Impact of Customer Satisfaction on Word of Mouth Marketing (Case Study: Bamilo Online Store)

Volume 3, Issue 2, April 2019    |    PP. 40-52    |PDF (373 K)|    Pub. Date: May 27, 2019
61 Downloads     677 Views  

Author(s)
Bahareh Ahmadinejad, Department of Management, Islamic Azad University (IAU), Qazvin Branch, Qazvin, Iran

Abstract
In highly competitive markets corporate executives are looking for new ways to make people aware of their products and improve their brand. To achieve this goal, they use various marketing methods to attract more customers. One of the most effective of these methods, based on communication between people, is word of mouth (WOM) marketing. A total of 270 questionnaires were distributed electronically among the Bamilo online store customers. In this questionnaire, the effects of customer satisfaction (Ease of checking out, Responsiveness of customer service, Design, Speed) effect on WOM advertisements were examined. Data were analyzed by using LISREL software. Results showed that check-out the Bamilo online store, responsiveness of customer service, design and speed of the Bamilo online store have not any effect on the customer satisfaction and the customer satisfaction has positive effect on WOM

Keywords
Word of Mouth Advertisements, Customer Satisfaction, Responsiveness of Customer Service, online store.

Cite this paper
Bahareh Ahmadinejad, The Impact of Customer Satisfaction on Word of Mouth Marketing (Case Study: Bamilo Online Store), SCIREA Journal of Management. Vol. 3 , No. 2 , 2019 , pp. 40 - 52 .

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