The Effects of Cultural Values on Word-of-Mouth Marketing in Health Services

Abstract

Objective: This study aims to measure the relationship between consumers’ cultural values and word-of-mouth marketing behavior. As a sub-objective of the research, it also measures whether cultural values and word-of-mouth marketing dimensions differ according to demographic characteristics. Methods: The participants in this study were recruited from foreign citizens who have received healthcare in İstanbul at least once, and Turkish citizens who have received healthcare in Istanbul at least once, in terms of examining cultural differences. An acceptable 390 questionnaire forms were obtained using the convenience sampling method. Statistical analysis was performed using the Statistical Package for Social Sciences version 22.0 software (IBM Corp.; Armonk, NY, USA). Independent sample t-tests and one-way analysis of variance were carried out to assess whether the dimensions of word-of-mouth marketing and individual cultural values differ according to demographic characteristics. A simple correlation analysis was conducted to assess the relationship between word-of-mouth marketing and individual cultural values. Results: The relationship between age and the variables revealed a significant difference only for power distance, collectivism, and out-group word-of-mouth marketing (P .05). The results showed that there was a statistically significant difference between individual cultural values and nationality (P < .05). Conclusion: The study results show that there is a significant positive relationship between word-of-mouth marketing and cultural values.