ÖZASLAN, Yasin Yalova Üniversitesi - Yalova Meslek Yüksekokulu - Turizm ve Otel İşletmeciliği Bölümü, Turkey , MEYDAN UYGUR, Selma Gazi Üniversitesi - Turizm Fakültesi - Turizm İşletmeciliği Bölümü, Turkey

NEGATIVE WORD OF MOUTH COMMUNICATION (WOM) AND ELECTRONIC WORD OF MOUTH COMMUNICATION (EWOM): A RESEARCH ON FOOD AND BEVERAGE BUSINESSES

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The customers are affected from various information sources about purchasing behaviour in today’s competitive environment. One of the most important information sources is customers’ affecting one another via word of mouth communication positively or negatively. It is aimed to find out the behaviors of consumers who are not satisfied by the services they got from food and beverage businesses like, whether or not, talking about the problems to the people in their surrounding area also sharing them on internet. As data collection method, the questionnaire is preferred and they are acquired from 269 people who are older than 18 years in the province of Yalova by face to face meeting. The data acquired are keyboarded in SPSS program first and then they are analyzed by various appropriate statistical methods. At the end, it is found out that the customers who are not satisfied by the services they got from food and beverage businesses are generally inclined to the negative word of mouth communication. Also it is comprehended that their dissatisfaction is shared by face to face meetings rather than internet to inform the people in their surrounding area about the mentioned negative experience.

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Word of Mouth Communication (WOM) , Electronic , Online Word of Mouth Communication (e , oWom) , Food and Beverage Businesses

Journal Of Economics and Administrative Sciences, Ataturk University

88