Training Service Staff to Enhance Non-Verbal Behavioral Skills to Increase Customer Profitability in Tourism

Abstract

To address the personalization of customer service in four-star hotels in Cuba, this research takes up the precepts of non-verbal communication and Customer Relationship Management. The Systemic Method and its treatment through the Soft Systems Methodology are applied. With information obtained from the Sol Cayo Guillermo hotel, belonging to the Jardines del Rey tourist center, in Cuba, a grouping of the essential elements in customer satisfaction generated with the use of Computational Intelligence algorithms was used. In the end, we introduce a training program for the personalization of customer service based on the non-verbal communication system to enhance service in four-star hotels in Cuba. As a main result, the experts agree that the proposed training program will have a positive impact on the worker–client communication relationship to increase customer profitability in four-star hotels in Cuba.

What is Unique in the Brains of Frontline Employees? A Structural Neuroimaging Study

“…On top of regulating their own emotions, it is equally important (if not more so) for FLEs to be empathetic to customers’ feelings (Lee & Ok, 2012). They have to be able to perceive the emotion of their guests through accurately employing both verbal and non-verbal cues (Tusell-Rey et al, 2021). “This perception includes the messages that are transmitted through personal appearance, clothing, posture, gestures, eyes, and everything that can disqualify or affirm what is said with words” (Tusell-Rey et al, 2021, p. 234).…”

“…They have to be able to perceive the emotion of their guests through accurately employing both verbal and non-verbal cues (Tusell-Rey et al, 2021). “This perception includes the messages that are transmitted through personal appearance, clothing, posture, gestures, eyes, and everything that can disqualify or affirm what is said with words” (Tusell-Rey et al, 2021, p. 234). The reliance on non-verbal components in the communication is critical in the perception of customers’ emotions, especially by reading their facial expressions and body language (Miao et al, 2021).…”

A conceptual model for energy management in the steel industry: A Soft System Methodology (SSM) approach

“…SSM has been widely used over the years. In recent years alone, SSM was found to be used to design frameworks for: COVID-19 mitigation policy [10], agricultural research [11], fishery management [12], social engineering [13], technology education [14], change management [15], supply chain sustainability [16], procurement [17], non-verbal communication in tourism [18], technology adaptation [19], knowledge elicitation [20], pollution mitigation [21], data improvement [22], healthcare competence assessment [23], and supply chain model [24]. However, there is little mention of SSM applications to analyze complex problems and design frameworks in steel manufacturing and energy management.…”