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Makale Özeti:
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One of the important topics in the marketing litareture is word of mouth marketing. Word of mouth marketing, can be defined as the exchange of people's ideas about products or services. Because of the low cost for businesses and positive impact on the purchasing behavior of consumers, word of mouth marketing has become a very important marketing tool both for product and service sectors. Financial advisory services, has a very important place in the service sector and there is an exchange of ideas between the users of accounting services too. Therefore, the concept of word of mouth marketing, also can be applied to taxpayers who use accounting services. Costumers (taxpayers) who satisfied with the accounting service which they use, will loyal to financial advisors and will share this satisfaction with relatives. Proceeding from this point, the effect of word of mouth marketing for selection of a financial advisor has been examined in the study. In the study, descriptive research model has been used. Because of a few articles in the literature on this subject indicates the importance of the study. By the reason of benefiting from word of mouth marketing, to build a relationship with customers for create awareness for financial advisors in the future, makes this study important too. For this purpose it has been applied a questionnaire, which investigates the effect of word of mouth marketing to select a financial advisor, to the selected sampling. The collected data has been analyzed using SPSS. According to the results of the study, it was concluded that word of mouth marketing affects the selection of financial advisors.
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