The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey

Abstract

This paper examines the relationship between marketing mix and word of mouth communication. These variables are increasingly recognized as being sources of competitive advantage in the marketing and management literature. However, no empirical research has been conducted to examine these variables’ relationship. An integrative model was developed and tested with structural equation model using data collected from the 503 Turkish accounting offices’ customers. The results show that marketing mix components, namely price, product, promotion and place have effect on word of mouth communication with different impacts significantly.