This article presents the results of an exploratory study in the hospitality industry that aimed to develop a new framework for understanding post-purchase word-of-mouth in the relationship context. New insights into word-of-mouth communication were also attempted by applying the concept of post-purchase cognitive dissonance to this framework. The empirical focus of the research was on high-involvement hospitality service processes, because purchase of these services are influenced by word-of-mouth communication and cognitive dissonance. The dual objectives of this study were developing a new framework for studying word-of-mouth communication of loyal customers, and to find out whether post-purchase cognitive dissonance is reflected in the word-of-mouth communication once the relationship with the service provider is established.