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.