ارائه الگويي براي ارزيابي عوامل موثر بر تبليغات شفاهي مثبت در بازار خدمات (مطالعه موردي: بانك هاي شهرستان اراك)

A Model for Evaluation of Factors Affecting Positive Word of Mouth in the Market for Services (Case Study: Arak Bank Branches)

This research is very likely to be the only effort that has tried to present a model for the evaluation of the factors affecting positive word of mouth in the market for services. This is done in the hope that it sheds some light on the labyrinth of factors affecting positive word of mouth. This in turn opens the road for future research in the field of identification of effective factors. The main variable of this research are as follows; corporate image, perceived quality, customer expectations, relationship marketing, perceived value, customer satisfaction, customer loyalty and positive word of mouth. In order to reach the target of the research the customers of Arak banks have been evaluated by questioners and the questioners have been used to provide us with the necessary data which in turn have been used in structural equations modeling. The results have shown that customer satisfaction is the most important factor and using relationship marketing strategy, corporate image and customer loyalty are the next important factors affective positive word of mouth.