The effect of oral to oral marketing communication on the purchase decision of the consumers who received health services: The case of Şanliurfa

The aim of this research is to define the concepts of marketing and marketing communication and to transfer the information in the literature. The aim of this course is to examine the importance of oral marketing and oral marketing communication in health services. Descriptive and relational research method was used in the research. In this context, the data obtained in order to determine the effect of word of mouth marketing communication on customer purchasing behaviors in health services were analyzed and interpreted. The population of the study consists of healthcare consumer groups in the city center of Şanlıurfa. The sample of the study consists of 400 healthcare consumers in the city center of Şanlıurfa between 27 January and 27 March 2019, which were determined by random sampling methods in terms of time and cost ease. The questionnaire was used as a data collection tool and Cronbach's Alpha value was found to be Alpha = 912. Statistical analysis of the data obtained from the study was performed using SPSS 22 (Statistical Package for Social Sciences). In order to determine whether the subscales of the scale differ according to demographic variables, t-test was performed for two independent variables and one-way Anova analysis for more than two independent variables. Post Hoc tests were used to determine the difference. Finally, the effect of word of mouth marketing communication on purchasing decision was tested by multiple linear regression analysis. According to the results of multiple regression analysis, there is no significant effect of the power of the link between the sender and the sender of word of mouth communication on the consumer's purchasing decision.