The impact of other customers perceptions on brand experience in retail service setting and doing WOM advertising by the consumer.

Mohammad Hossein Soleymani¹ Fataneh Alizadeh Meshkani²

1) 2. MSc. Student in Marketing Management, Faculty of Humanities, Molana Institute of Higher Education of Qazvin, Iran
2) 1. Associate Prof, Faculty of Management, Islamic Azad University, Tehran, Iran

Publication : اولین کنفرانس ملی نقش حسابداری، اقتصاد و مدیریت در توسعه پایدار با تاکید بر اقتصاد مقاومتی (aem2017.ir)
Abstract :
Considering existing competitive markets for organizations and companies and trying to increase market share, using promotional methods that are more reliable and trustworthy for customers is important to companies. The purpose of this study was to determine the impact of other consumers on the experience gained in retail service setting and WOM advertising on the consumer. Considering the importance of the key role of customer experience in WOM advertising, it is important to examine the factors influencing the retail experience gained in the retail service setting. The purpose of this research is applied. The method of this research is descriptive and its type is survey and correlation. The results of this study showed that perceived similarity and perceived physical appearance had a positive impact on consumer experience. And also the experience gained in the store environment has a lot to do with customer WOM advertising.
Keywords : other customer perception word of mouth retail experience