CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR

Authors : Berker PANDİR, Ebru ENGİNKAYA

Pages : 150-154

Doi:10.17261/Pressacademia.2018.871

View : 17 | Download : 19

Publication Date : 2018-09-01

Article Type : Research Paper

Abstract :Purpose- 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 correlationinsert ignore into journalissuearticles values(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.
Keywords : Customer engagement, positive word of mouth intention, smartphones sector, smartphone ownership habits, customer behaviors