Customer engagement in word of mouth communication with regard to home appliances
By: Arthi, D. and Santhi, P
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Material type: 
BookPublisher: Abhigyan Description: 38(1), Apr-Jun, 2020: p.21-29.Subject(s): Word of mouth, Customer engagement, Home appliances, Purchase decision, High Involvement products
In:
AbhigyanSummary: Word of mouth implies personal or face-to-face communication where the consumers exchange their own experiences or information which they gathered from other sources about a product or service. The objective of the study is to analyse the customer involvement in word of mouth communication regarding the key aspects of home appliances. Primary data were collected from 117 respondents using well designed interview schedule. Non-probability sampling method namely convenience sampling technique was adopted in the study. The data were analysed using Descriptive statistics, Garrett ranking and Paired sample t test and the secondary data supporting the study were gathered from various books, journals, articles and websites. The results of the study depicts that information provided by the family members are the effective source influencing the purchase decision of home appliances. Involvement of customers towards word of mouth communication was higher for the product price and there exists a statistically significant mean difference between the information sharing and receiving behaviour of the respondents. – Reproduced
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Articles
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Indian Institute of Public Administration | 38(1), Apr-Jun, 2020: p.21-29 | Available | AR124243 |
Word of mouth implies personal or face-to-face communication where the consumers exchange their own experiences or information which they gathered from other sources about a product or service. The objective of the study is to analyse the customer involvement in word of mouth communication regarding the key aspects of home appliances. Primary data were collected from 117 respondents using well designed interview schedule. Non-probability sampling method namely convenience sampling technique was adopted in the study. The data were analysed using Descriptive statistics, Garrett ranking and Paired sample t test and the secondary data supporting the study were gathered from various books, journals, articles and websites. The results of the study depicts that information provided by the family members are the effective source influencing the purchase decision of home appliances. Involvement of customers towards word of mouth communication was higher for the product price and there exists a statistically significant mean difference between the information sharing and receiving behaviour of the respondents. – Reproduced
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