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Customer satisfaction has become an essence of success in today's highly competitive world. In service industry specifically, communication is vital to determine customer satisfaction. Past researches indicated that, most meaning of conversational messages comes from non-verbal communication. Therefore, this study intended to examine the relationship of non-verbal communication cues to customer satisfaction. A total of 210 hotel customers were sampled.They were evaluated on their perception on hotel employees' non-verbal communication behavior that would lead to their satisfaction to the services provided. The results illustrate that three (interpersonal warmth, attire and proxemics) of the non-verbal communication cues were significant and positively related to customer satisfaction. Proxemics was rated as the non-verbal communication cues that provided the most impact on customer satisfaction.
About the author
Ali Nawari Hassan(the main author,alinawari@usm.my) is currently a lecturer at School of Management, Universiti Sains Malaysia. He has vast working experience in the banking sector in Malaysia. Anees Janee Ali (aneesali15@yahoo.com) is a lecturer at School of Management,Universiti Sains Malaysia.
