The effects of nonverbal communication on tourist satisfaction in small & medium sized museum service
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In the hospitality industry, companies strive to improve their service quality and to satisfy their customers. Previous studies have focused on the effects of verbal communication on tourist satisfaction in service encounters in the hospitality industry such as airlines and deluxe hotels, however there has been little research on the effects of nonverbal communication on visitor satisfaction in the small and medium sized cultural attractions such as museums. Therefore, there was a real need to study the degree to which the service providers’ nonverbal communication influences visitors’ satisfaction in this context. The main purpose of this study is to examine the effects of nonverbal communication of service providers on visitor satisfaction in the small & medium sized museums. A major finding of the study is that the several dimensions of nonverbal communication of service providers, including Kinesics, Proxemics, physical appearance and Paralanguage, have been found to have the significant effects on visitors’ satisfactions, along with increasing preferences and revisiting intentions on the attraction, museum, in this study. The finding of this study provides marketers in small and medium sized museums new ways at positioning and refreshing their services with focus and niche strategies. Suggestions for training methods include exchanged role playing and camcorder recoding actual service encounters. In addition, museums as a whole can create a corporate atmosphere that service employees to attend to their nonverbal communication when interaction with customers.
Abstract
In the hospitality industry, companies strive to improve their service quality and to satisfy their customers. Previous studies have focused on the effects of verbal communication on tourist satisfaction in service encounters in the hospitality industry such as airlines and deluxe hotels, however there has been little research on the effects of nonverbal communication on visitor satisfaction in the small and medium sized cultural attractions such as museums. Therefore, there was a real need to study the degree to which the service providers’ nonverbal communication influences visitors’ satisfaction in this context. The main purpose of this study is to examine the effects of nonverbal communication of service providers on visitor satisfaction in the small & medium sized museums. A major finding of the study is that the several dimensions of nonverbal communication of service providers, including Kinesics, Proxemics, physical appearance and Paralanguage, have been found to have the significant effects on visitors’ satisfactions, along with increasing preferences and revisiting intentions on the attraction, museum, in this study. The finding of this study provides marketers in small and medium sized museums new ways at positioning and refreshing their services with focus and niche strategies. Suggestions for training methods include exchanged role playing and camcorder recoding actual service encounters. In addition, museums as a whole can create a corporate atmosphere that service employees to attend to their nonverbal communication when interaction with customers.
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