The effect of customer satisfaction on word of mouth communication

Abstract

Today, customer satisfaction is an important issue for organizations. Being a winneror loser is based on the percentage of customers that they have retained. This is why many scholars and researchers have continually stressed the importance of customer satisfaction. On the other hand, customer is one of the most important stakeholders in any organization because, without the customer, the organization probably will not succeed. So a customer behavioral intentions and responses, is one of the main concepts in the marketing literature has been studied. The objective of the study was to investigate the effect of customer satisfaction on word of mouth communication. Data were collected with questionnaire instruments. Model was developed and tested with structural equation model using data collected from the 412 Iranian bank customers. The results show that employee competence has a negative effect on word of mouth communication. Reliability has a positive effect on word of mouth communication and physical evidence has positive effect on word of mouth communication. © Maxwell Scientific Organization, 2013.