Theoretical and Empirical Study of Determinants of Word of Mouth in Airline Companies: The Case of Iran Airline Company

Hasangholipour, Tahmoures; Rahrovy, Elnaz; Abachian Ghasemi, Reza

doi:10.22059/jibm.2013.35423

Theoretical and Empirical Study of Determinants of Word of Mouth in Airline Companies: The Case of Iran Airline Company

Document Type : Research Paper

Authors

Tahmoures Hasangholipour ¹

Elnaz Rahrovy ²

Reza Abachian Ghasemi ²

¹ Associate Prof., Department of Management, University of Tehran, Iran

² Msc Student in MBA, Kish International Campus, University of Tehran, Tehran Iran

10.22059/jibm.2013.35423

Abstract

Word of mouth has become an important source of information affecting attitudes and behaviors of consumers. Specially, in the area of services that quality of consumer beliefs plays an important role in their decision-making process. Word of mouth is critical in services industries because intangible products cannot be evaluated before their consumption. Current study aims to investigate influential factors on creating word of mouth about Airline companies and its consequences. Population was estimated 212. To collect data, convenience-sampling plan was employed. Pearson correlation and structural equation modeling were used to test research hypotheses. SPSS software was used to analyze data. Results indicate that satisfaction, trust, perceived value, loyalty, and service quality are influential factors on word of mouth about the company.

Keywords

Word of mouth

Consumer behavior

Airline Company

Multiple Regressions