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Customer Engagement in Word of Mouth Communication with regard to Home Appliances


Affiliations
1 Ph.D Scholar, Dept. of Commerce Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, Tamilnadu, India
2 Professor, Dept. of Commerce Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, Tamilnadu, India
     

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Word of mouth implies personal or face-to-face communication where the consumers exchange their own experiences or information which they gathered from other sources about a product or service. The objective of the study is to analyse the customer involvement in word of mouth communication regarding the key aspects of home appliances. Primary data were collected from 117 respondents using well designed interview schedule. Nonprobability sampling method namely convenience sampling technique was adopted in the study. The data were analysed using Descriptive statistics, Garrett ranking and Paired sample t test and the secondary data supporting the study were gathered from various books, journals, articles and websites. The results of the study depicts that information provided by the family members are the effective source influencing the purchase decision of home appliances. Involvement of customers towards word of mouth communication was higher for the product price and there exists a statistically significant mean difference between the information sharing and receiving behaviour of the respondents.

Keywords

Word of mouth, Customer engagement, Home appliances, Purchase decision, High Involvement products.
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  • Customer Engagement in Word of Mouth Communication with regard to Home Appliances

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Authors

D. Arthi
Ph.D Scholar, Dept. of Commerce Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, Tamilnadu, India
P. Santhi
Professor, Dept. of Commerce Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, Tamilnadu, India

Abstract


Word of mouth implies personal or face-to-face communication where the consumers exchange their own experiences or information which they gathered from other sources about a product or service. The objective of the study is to analyse the customer involvement in word of mouth communication regarding the key aspects of home appliances. Primary data were collected from 117 respondents using well designed interview schedule. Nonprobability sampling method namely convenience sampling technique was adopted in the study. The data were analysed using Descriptive statistics, Garrett ranking and Paired sample t test and the secondary data supporting the study were gathered from various books, journals, articles and websites. The results of the study depicts that information provided by the family members are the effective source influencing the purchase decision of home appliances. Involvement of customers towards word of mouth communication was higher for the product price and there exists a statistically significant mean difference between the information sharing and receiving behaviour of the respondents.

Keywords


Word of mouth, Customer engagement, Home appliances, Purchase decision, High Involvement products.

References