The importance of promotional mix tools in service industries

The world is changing. Because of the technological developments and new borderless marketing structure, the competitors in the market increased. Also service industries became extremely important for the country economies in this new market structure. Thats why organizations needs to promote their products more to survive in the market. Promotional marketing tools and word-of-mouth (WOM) are commonly used to promote the services to the customers. Considering these changes, this study is particularly concerned with the importance of promotional marketing mix tools, how it affects the perceived service and whether there is relationship between the promotional tools and WOM.