Overview

Original Research

INVESTIGATING THE EFFECT OF WORD-OF-MOUTH MARKETING AND ALTERNATIVE ATTRACTIONS ON CONSUMER INERTIA, CUSTOMER WILLINGNESS TO REPEAT PURCHASE, AND CUSTOMER SATISFACTION

SAEID MONAZAMI 1, FARZANEH ARABALI 2, ALIREZA KASRAIYAN 3.

Vol 17, No 12 ( 2022 )   |  Author Affiliation: 1Department of Businesses and Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran *Corresponding Author Email: Monazami3102@gmail.com; Department of Art, Technical and Vocational University (TVU), Tehran, Iran. Email: F.arabali@yahoo.com; Department of Management and Accounting, Qazvin Branch, Islamic Azad University, Qazvin, Iran. Email: a_kasraiyan@yahoo.com   |   Licensing: CC 4.0   |   Pg no: 2245-2258   |   Published on: 23-12-2022

Abstract

This study aims to investigate the effect of word-of-mouth marketing and alternative attractions on consumer inertia, customer willingness to repeat purchase, and customer satisfaction. The research method is descriptive-survey of the correlational type. The statistical population of this research includes customers of online stores. Due to the fact that the population size of this research is uncertain and the investigated variables are qualitative, Cochran's formula for infinite populations was used to determine the required sample size, and 123 people were selected as a sample. In this research, a researcher-made questionnaire was used, the validity of which was confirmed by experts and factor confirmation, and its reliability using Cronbach's alpha is 88.9%. The Kolmogorov-Smirnov test and structural equation modeling method, and SPSS and Lisrel software were used to test the hypotheses. Except for Hypothesis 4, other research hypotheses were confirmed.

Keywords

Word-of-mouth marketing, Alternative attractions, Consumer inertia, Repeat purchase, Satisfaction