© Research Journal of Internatıonal Studıes - Issue 20 (September, 2011) 24 The Impact of Word of Mouth (WOM) on the Purchasing Decision of the Jordanian Consumer Ahmad M. Zamil King Saud University, Riyadh Community College, Faculty of Administrative Science P.O.Box 28095, Riyadh 11437, Kingdom of Saudi Arabia E-mail: drahmad764@yahoo.com,azamil@ksu.edu.sa Tel: 966 543718710 Abstract The speed of everything has become one of the features of this era; spread of knowledge and information, communications, e-management, e-marketing and selling and even e- everything, the whole practice became faster and more useful through the means of various communications. The importance of this study as it deals with a contemporary theme, a mobile communication services and which is now in fierce competition. Organizations, in order to maintain its existence and continuity in the market, they must employ an integrated marketing strategies, investing their current customers as unpaid marketers through their word of mouth. The findings of this study indicate that Companies of all types have to be aware that word of mouth is an important part of the marketing strategy. Companies must build good relations with its customers to earn their loyalty, and ensure their commitment to talk about the virtues of the company and its products in all forums. Managers must understand that the satisfied customer can attract new customers through word of mouth. Keywords: Word of Mouth, Purchasing Decision, Jordanian Consumer 1. Introduction Word of Mouth is the sound of new ideas up to our ears in several ways such as; telling stories, dialogs, conversations, shared experiences radio and etc., and its impact remains on our souls until we hear another story, thus, word of mouth helps us to know about what is new, and what is the latest. These days we often hear people talking about hybrid cars, some of them focus on energy saving as an advantage, and others are focusing on it's environmentally care, because it does not pollute the air as a result of fuel combustion, whereas, others warn of the high cost compared to regular cares (www.hybridcars.com). This means that word of mouth is an important source of information to consumers. Literature in marketing has defined word of mouth, or "between –customer communication" as a probable driver of consumer decision making (chevalier and maysilin, 2004, P. 2).Word of mouth may be positive or negative the customers who are satisfied will continue purchasing the product, and in telling others about these good products, while customers who are not satisfied will remember only disadvantages of the product and they will tell others about these disadvantages (Richins, 2009).This study will focus on the impact of word of mouth, in directing the purchasing behavior of Jordanian consumer, when choosing to purchase the services of a mobile telecommunication companies.