Challenge of SMEs Managers: Satisfaction with the Communication Media

Abstract

The aim of this study is to examine the relationship between media usage of managers and communication satisfaction in Small and Medium tourism Enterprises. A conceptual model that hypothesizes the managers prefer to use media that are high in richness, and media usage will affect communication satisfaction in the firms, is tested. In addition, the model portrayed age factor as the moderating variable in manager's communication satisfaction in firms. The data from 78 tourism managers was used to test the model on seven popular media in use. It was found that there are differences in the media usage and communication satisfaction between the media that are high in richness and media that are low in richness. The findings suggest that the model is plausible in explaining how different factors combine to affect the satisfaction of managers with the new generation of communication technologies. The results also show that Age plays a moderator role for some of the investigated media.