Word of mouth communication and customer loyalty effect of consumer buying behavior: An application of electronic goods sector

In this study, customer loyalty and word of mouth communication of the many factors that influence their purchasing behavior had been examined. Research, increasing the effectiveness of business to contribute positively to the financial strength and purpose aims to provide guidance to researchers. Research data between 13.04.2013-10.05.2013 to 400 people in the center of the city of Trabzon face to face interviews were obtained applying the method. Reliability of the scales used in the study of the method was tested with Cronbach's Alpha coefficient. If the validity of the scale in the factor analysis method was used. After the determination of the reliability and validity of the scale, research hypotheses were tested by multiple regression analysis. Research data were analyzed using SPSS 15.0 program. As a result, customer loyalty and word of mouth communication impact on consumer buying behavior has been identified.