The word of mouth communication and management services
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Data
2011-04
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Resumo
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.
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Word of mouth communication, Satisfaction, Services
Citação
BRAGA, Claudomilson Fernandes; NASCIMENTO, Adriane Geralda do; PEREIRA, Luciano Alves. The word of mouth communication and management services. African Journal of Marketing Management, [Nigeria], v. 3, n. 4, p. 89-93, Apr. 2011.