أثر الكلمة المنطوقة على قرار تبني المستهلك للمنتجات الجديدة : دراسة ميدانية لخدمات الجيل الرابع لمؤسسة جازي بولاية المسيلة

الملخص EN

The spoken word is among the most important and prominent factors that affect the evaluation and adoption of a Specific product from others It plays an important role in making various purchasing decisions, as it represents communication between people in a formal and informal manner from mouth to ear, and is one of the most reliable communication tools.

Therefore, the current research seeks to clarify the effect of the spoken word on the decision of the consumer to adopt new products Where we studied the services of the fourth generation of Djezzy Company in the state of M'SILA, and to achieve the objectives of the study we designed a questionnaire distributed to the members of the sample who were chosen in a random manner with a size of 98 questionnaires, and was processed using the SPSS statistical program.

The results also showed that the word of mouth affected the consumer's decision to adopt new services.