Competing resort hotels Word-of-mouth communication and guest retention

Word-of-mouth (WOM) communications were the most often reported method of first learning about hotel choices in an ocean resort area. WOM communications were associated positively with customer retention by resort hotels, ie resort hotels having the most WOM communications had the highest reported most recent visits from customers known to have stayed at the respective hotels. Specific hotel services perceived to have been better than expected were found to be associated with WOM communication. The study Included a five-page questionnaire sent to samples of customers of six hotels. Comparisons of WOM communications by customers across hotels are provided.