Abstract :
Word of mouth communications has long been an important source of information influencing receiver attitudes and purchase behaviour. It has become increasingly recognized as an important form of promotion, particularly within professional services environments, where credence qualities play a critical role in receivers’ choices. Despite this, relatively little attention has been directed at important questions regarding how word of mouth affect receiver behavior in health services. The aims of this study are to determine the health services receivers habits about referral marketing and the people whose characteristics more reliable for referalling, to measure the receivers responses related to satisfaction level of services obtained, testing the relationship between receivers responses related to their satisfaction status and socio- demographic characteristics. Survey administration is utilized in this study as a method. The evidences of this research are indicated that, the influence of word of mouth process is existed when the decisions are made in health services and there is a significant relationship between the receivers responses related to their satisfaction status from the health services obtained and socio- demographics characteristics of them.
