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

Author

Listed:
  • Claudia C. Tusell-Rey

    (Escuela Superior de Turismo del Instituto Politécnico Nacional, Miguel Bernard 39, La Purísima Ticoman, GAM, Mexico City 07630, Mexico)

  • Carmen F. Rey-Benguría

    (Center for Educational Studies “José Martí”, University of Ciego de Ávila, km 9 ½, 65100 Ciego de Ávila, Cuba)

  • Ricardo Tejeida-Padilla

    (Escuela Superior de Turismo del Instituto Politécnico Nacional, Miguel Bernard 39, La Purísima Ticoman, GAM, Mexico City 07630, Mexico)

  • Yenny Villuendas-Rey

    (Centro de Innovación y Desarrollo Tecnológico en Cómputo del Instituto Politécnico Nacional, Juan de Dios Bátiz s/n, GAM, Mexico City 07700, Mexico)

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.

Suggested Citation

  • Claudia C. Tusell-Rey & Carmen F. Rey-Benguría & Ricardo Tejeida-Padilla & Yenny Villuendas-Rey, 2021. "Training Service Staff to Enhance Non-Verbal Behavioral Skills to Increase Customer Profitability in Tourism," Tourism and Hospitality, MDPI, vol. 2(2), pages 1-15, May.
    • Handle: RePEc:gam:jtourh:v:2:y:2021:i:2:p:14-247:d:559088
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    References listed on IDEAS

    as
    1. Atul Purohit & Urjita Thakar, 2019. "Role of information and communication technology in improving loyalty program effectiveness: a comprehensive approach and future research agenda," Information Technology & Tourism, Springer, vol. 21(2), pages 259-280, June.
    2. Lu, Qiang Steven & Miller, Rohan, 2019. "How Social Media Communications Combine with Customer Loyalty Management to Boost Green Retail Sales," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 87-100.
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