Business Analytics
Executive Summary This study sought to assess whether customers who bought the African adventure will be willing to provide feedback. The study revealed that there more customers who are unwilling to provide feedback compared to those who are willing to provide feedback. A regression analysis was used to determine the factors that influence WOM intentions. WOM intentions were modelled as a function of age, income, trust and attitude. The analysis revealed that the demographic characteristics (age and income) do not influence WOM intentions. However, trust and attitude influence WOM intention. The paper recommends that smart marketing and advertising should ...
