The relationship between dimensions of service quality and dimensions word of mouth: A research on hotel establishments

The past of the concept of word of mouth is an activity based on before the information age, in which consumers exchange their ideas and opinions as a recommendation or complaint. Today, with the introduction of the information age, the concept of communication from the word of mouth has started to take place also in the internet environment. In other words, as the years have passed, the concept of word of mouth has developed and become more effective. The quality of service concept is rather old and its roots dates back a long time. Quality concept and service concept have been used together with development in service sector. Especially since the second half of the 20th century, the relationship between the measurement of service quality and different concepts (intention to re-purchase, customer satisfaction, word of mouth etc.) has begun to be investigated and the related scale started to be developed. In many studies, the concept of perceived quality of service has been associated with the concept of word of mouth. Increased or decreased perceived quality of service affects the direction (positive or negative) of the tendency of communication from word of mouth According to the level of service quality that the consumers perceive, there is a level of satisfaction with the product. The level can affect the content, intensity and direction of word of mouth. The basic purpose of this study is to determine if there is a relationship among dimensions of service quality and word of mouth dimensions. The secondary aim of the study was to determine whether the dimensions of word of mouth communication of the participants participating in the study differ according to their demographic characteristics. Questionnaires were applied as data collection technique in the survey (Annex 1). The sample of the study consists of 416 domestic tourists who have experiences of accommodation in 4 and 5 stars hotels in Muğla. The questionnaires were collected during the 4 months period between May and September 2016. In order to reach tourists during the research phase, four and five stars accommodation companies, internet, airline companies and educational institutions have been benefited. Research questionnaires were carried out for domestic tourists. The data obtained within the scope of the study were analyzed using statistical package program. As a result of the research, it was determined that there was a significant relationship between positive WOM and reliability, empathy, and responsiveness, also between WOM intensity and reliability and empathy dimensions, between WOM content and assurance, responsiveness and empathy. Additionally, significant differences have been deternined between marital status and positive WOM and the frequency of annual accommodation and the WOM intensity.