African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

The word of mouth communication and management services

  Braga, Claudomilson Fernandes*, Nascimento, Adriane Geralda do and Pereira, Luciano Alves
Faculdade de Comunicação e Biblioteconomia - Universidade Federal de, UFG Brasil.
Email: [email protected]

  •  Accepted: 27 April 2011
  •  Published: 30 April 2011

Abstract

 

 

Communication by word of mouth (WOM) has been considered as a fundamental approach to managing the relationships that different stakeholders used to interact with the organization. The same is seen as non-burdensome for business and a source of information considered safe for customers. Thus, the main objective of this paper is to show how customer satisfaction affects the communication process. This study was conducted by applying a quantitative survey in a large hotel in the region of Goiania. The results indicate the widespread of this communication, having in view the excellent quality of services provided by an organization.

 

Key words: Word of mouth communication, satisfaction, services.