The Effect of Word of Mouth Communication on Marketing Performance –Case Study of Condor Brand from Customer perspective -

Abstract

Nowadays, the power of word of mouth communication is widely accepted in customer behaviour studies. However, relatively few studies were conducted in Algeria about this notion and its relationship with marketing performance. Accordingly, this paper attempts to identify the effect of the word of mouth communication on marketing performance from the customers' point of view through two main indexes "customer satisfaction and customer loyalty", using a survey study on the Algerian brand "Condor" on a convenient sample of 355 respondents.

The main results of the current study show that there is a significant relationship between the word of mouth communication and the marketing performance of the studied Algerian brand "Condor". These results are meant to allow to the studied company to use this kind of communication to strengthen its marketing performance, and they also demonstrate that the WOM and the marketing performance evaluation were significantly affected by the sample demographic characteristics.

Finally, a discussion and recommendations were presented.

Keywords: Word of Mouth Communication, Marketing Performance, Customer Satisfaction, Customer Loyalty, Condor.