Analysis of the impact of communication between employees and customers on positive word of mouth advertising through customer satisfaction

Increasing competition among organizations makes managers plan on them and use effective evaluation programs to satisfy customers. Therefore, the present study was conducted with the aim of analyzing the effect of communication between people and customers on positive word of mouth advertising through a visit to Mashhad Yekta Technology Abrasham factory. The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research is the Yekta Silk Technology Factory of Mashhad, whose number is unknown. The sample size was determined using a non-random method in 388 people. The data collection tool in this research is the standard letter of Nguyen et al. (2019), which uses Cronbach's alpha to check the reliability of the questionnaire and confirmatory factor analysis for the validity of the questionnaire. In addition, divergent validity was also investigated, to analyze the data using structural equation methods and using the free smart pls software. It indicates that communication between employees and customers has a positive and significant effect on the satisfaction results of Yekta Silk Technology Factory of Mashhad. Customer satisfaction has a positive and significant effect on positive word of mouth advertising in Yekta Silk Technology Factory of Mashhad. Also, it mediates the effect of communication between customers and customers on positive word of mouth. However, communication between customers does not affect word of mouth advertising.