Personalized Marketing Affecting Word-of-Mouth Communication Through Consumer Experience as Mediator

Abstract

This research aimed to study the effects of personalized marketing to word-of-mouth communication through consumer experience as mediator by examining factors that included demographic, service quality, marketing communications, consumer experience, and word-ofmouth communication. Data had been collected from sample group which were population in generation Z in Sriracha district, Chonburi province. Research instrument was using 400 sets of questionnaires that had been verified. Statistics used for analysis were Regression and Correlation Analysis. Study showed that 2 factors affected personalized marketing of consumers in Sriracha district, Chonburi province. The most correlated factor that affecting word-of-mouth communication was service quality, following by marketing communication. When consumer experience factor was mediator, the most correlated factor that affecting wordof-mouth communication was marketing communication and following by service quality though. A similarity in demographic showed result in standard deviation that most factors contained small values. This represents a concentration of data. Most of sample group had similar opinion since they were generation Z. Generation Z will be the important group that stimulating and driving the economy in the future.