KULAKTAN KULAĞA İLETİŞİM: ALIŞVERİŞ MERKEZİ MÜŞTERİLERİ ÜZERİNDE BİR PİLOT ÇALIŞMA

The aim of this study is to investigate the effects of “perceived negative and positive aspects of shopping atmosphere” “service quality” on “hedonic and utilitarian value of service” and service satisfaction”. subsequently, the impact of service and satisfaction on “word-of-mouth communication is investigated. data is collected from 400 shopping mall customers in istanbul. the reliability levels of the scales used in the research are tested with cronbach alpha coefficient. finally, multiple regression analysis has been used to test research hypotheses of the study. findings show that hedonic and utilitarian value and service quality have a significant effect on customer satisfaction; and both hedonic and utilitarian value and customer satisfaction affect word-of-mouth communication positively.