An evaluation of the effect of word of mouth communication onto customer portfolio of employees of accountancy profession in terms of business managers' sense (Malatya sample)

Businesses providing services have to announce their services to target groups with the most proper introduction and selling techniques in terms of continuation of their existing, competition superiority and increase in customer portfolio and they have to provide selling of their services. However, utilized selling techniques or means of introduction differ according to service branch. In our country, ban and limitations has been brought to some service branches legally and ethically. Especially advertising ban is in first place among these prohibitions and restrictions. One of the service professions included in scope of this prohibition is accountancy with 44th article of 3568 numbered code. However, with the purposes of providing the continuation of such and similiar service producers which take place in the scope of prohibition and of increase in their customer portfolio, it is inevitable for them to take the advantage of some marketing techniques. Word of mouth communication and especially the positive one of it is the leading tecnique among these techniques. Neccesity of utilization from word of mouth communication effectively by this sort of business is clear. Accordingly having no other alternative but word of mouth communication, it is evident that such businesses should utilize it. In this research, it has been studied to find out whether word of mouth communication has an effect on enriching customer portfolio and especially the effect of positive word of mouth communication on increasing the customer portfolios of service businesses. For this purpose, questionnaires prepared through the process of scale development have been implemented in Malatya. The data of 450 questionnaire obtained at the of this implementation was entered in data file of SPSS 20,0 programme. Statistical analyses such as frequency, credibility, anova, correlation were applied. As a result of analyses, by laying emphasis on the positive word of mouth communication's importance of increasing customer portfolio of employees of accountancy profession which is a service one, some advice is put forward for both businesses utilizing service of accountancy and employees of accountancy profession giving the service of accountancy. Key Words: Word of mouth communication, Viral word of mouth communication, Word of mouth communication through muttering, Communication of marketing, Communication