Impact of positive word-of-mouth on purchase intentions and post purchase satisfaction among female customers in Pakistan

Abstract

The purpose of this research is to investigate the relationship between positive word-of-mouth, purchase intention, and post purchase Satisfaction. Primary data was collected from 240 respondents through questionnaire in which Likert and ranking scale was used. The reliability of the scale was checked through cronbach’s alpha which was found .847 which proves the constructed scale reliable. All the analysis of data was made through SPSS and different statistical techniques like descriptive statistics, correlation, and regression analysis were applied to draw the results. The outcomes of our study are shows that positive word-of-mouth has significant impact on purchase intentions and post purchases satisfaction of clothing brand.