The effect of word of mouth marketing on consumer satisfaction and loyalty a research on the food industry

In today?s markets, the wide diversity of the products creates instability to the consumers in the purchase stage. This indecision directs consumers to independent and objective sources of information. Therefore consumers obtain information from surrounding consumers before purchasing and they though it is more reliable that is achieved through word of mouth communication.The most effective way for increasing the sales and getting the customers preserved is word of mouth marketing for the firms. Possitive dissemination of the ideas related to products and services of companies enables to increase customers conversations about it by word of mouth marketing that result an advantage for increasing consumer satisfaction and loyalty.In this study the effects of word of mouth marketing on consumer satisfaction and loyalty were investigated. It was observed that word of mouth marketing, consumer satisfaction and consumer loyalty are related to each other. In addition, consumer satisfaction and consumer loyalty and repurchase was found to be in association with each other. Also it was identified that demographic characteristics and purchase information and indicators of sociabilities are effet to word of mouth, consumer satisfaction, consumer loyalty and repurchase. Key Words: Word of Mouth Marketing, Consumer Satisfaction, Consumer Loyalty, Repurchase.