Um estudo sobre o comportamento de comunicação boca a boca no setor de serviços

Abstract

The word-of-mouth communications (WOM) has been considered a fundamental marketing element. The reason for this theme’s choice is the relevance that this uncontrolled communication has gained at the relationship marketing context, as costs free for companies and considered more reliable for costumers. Many researches point those relevant differences between behavior results of WOM showing that specific studies shall be amplified. So, this research applies the model of Brown et al. (2005) considering the investigation of the elements that impact on the WOM behavior under costumer’s perspective in a new context. That model was tested through a descriptive survey applied to 330 customers of a hotel in Goiânia. As result of the research we could validate both models using the Structural Equations Modelling technique and evaluate the satisfaction impact on the behavior of WOM, identifying if this satisfaction has a positive influence on WOM, also if the commitment and trust can be considered a positive mediator o