A case study: The influence of Word of Mouth (WOM) advertising on the Purchase of Personal Training Services in selected branches of Fitness First in Metro Manila

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Thesis Adviser

Harvey Ong

Defense Panel Chair

Delfin Mauricio

Defense Panel Member

Raymond Paderna

Abstract/Summary

Given the various methods to measure the influence of Word of Mouth advertising on service purchase decision, the study focused on the forces provided by the framework of Bansal & Voyer (2000). This study had two principle rubrics that were categorized as either non-interpersonal forces (Receiver's Expertise and Sender's Expertise) or interpersonal forces (WOM Actively Sought and Tie Strength). Perceived Risk, Sender's Expertise, WOM actively sought and Tie Strength are assumed to predict the outcome variable, Influence of Sender's WOM on the Receiver's Purchase Decision. The likert scale survey was taken from the research of Bansal & Voyer (2000) and was then modified for this study.

The study included gym members who have purchased the services of Fitness First trainers in selected branches within Metro Manila. A likert scale was used to measure each of the forces' significance on influencing the service purchase decision. Although the survey was certified from ITEO, the researchers employed Cronbach's Alpha as a measurement of internal reliability for the questions. In order to assess the quantitative value or belongingness of questions to their respective force, Confirmatory Factor Analysis (CFA) was used as a statistical test. Since the conceptual framework of Bansal & Voyer (2000) was the basis of the study, the researches inputted a familiar framework in SPSS/AMOS 20. The purpose of SPSS was to determine the total effects of each force to the purchase probability. Furthermore, an interview to the head HR manager was also conducted for additional insights. The findings revealed that gym members who were actively seeking WOM information in the services of Fitness First trainers were more likely to purchase. Moreover, each of the forces was respectively proven to have a significant influence on the purchase probability of the receiver.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16682; CDTU016682

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

leaves ; 28 cm. + 1 computer optical disc

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