@article{2017,title={Investigation of Effect of Word of Mouth Communication at University Students' Hairdresser Preference},abstractNode={Many consumers are striving at the maximum level to fully meet the goods and services they need to purchase, to maximize satisfaction and to bring the risk to a minimum level. This leads to word of mouth communication, which is regarded as the most important source in the search for consumers' knowledge, experience and advice. It is the most important tool to respond to these searches that are important for both consumers and businesses in sharing the knowledge, experience and recommendations that consumers use knowingly and unknowingly in their everyday live. Particularly because of the quality diversity, the imprecise nature and the high level of risk, word of mouth communication is seen to be even more important in communication service purchases and is preferred for use because of its reliability. In this research, it has been tried to examine how much Adıyaman University girls students benefited from hairdresser and personal care services -offered to consumers by specialist and small-scale service enterprises- utilized in service purchase or operating preference from word of mouth communication. Moreover, it has been examined how effective word of mouth communication is in service and business preference. The universe of the study is Adıyaman University’s students. The data were collected by easy sampling method and descriptive scanning model. For this purpose, the questionnaires prepared by passing through the scale development process were applied to Adıyaman University girl students. As a result of the application, 450 valid questionnaire forms were obtained and statistical analyzes were performed by recording the data on a computer. In general, it was detected that respondents benefited from word of mouth communication in the preference of hairdresser. It has been determined that face-to-face word of mouth communication is preferred to over the internet, they get advice especially from close relatives and friends in the selection of hairdresser and attach importance to give advice on hairdressers they are satisfied with. It has been found that they pay attention to experience and respect of the hairdressers who will be served.},author={Kazım KILINÇ},year={2017},journal={Journal of Academic Value Studies (JAVStudies)}}