Communication Skills and its Impact on Customer Satisfaction in Inland Resorts in Santo Tomas, Davao Del Norte

Abstract

Customer satisfaction refers to the overall level of fulfillment experienced by guests when their expectations are met or exceeded through effective staff communication and quality service delivery. This research study determined the impact of communication skills on customer satisfaction between customers at inland resorts in Santo Tomas, Davao del Norte. This study examined the relationship between various communication indicators including writing, oral, listening, digital, and nonverbal communication skills and their specific impact on customers' overall satisfaction during their stay at inland resorts. This research identified the communication indicators that had become important for boosting customer satisfaction. A quantitative-descriptive correlational design was used to gather data from 383 guests selected through stratified sampling. Data were collected using a modified questionnaire analyzing the perception of staff communication and satisfaction through performance, threshold, and excitement attributes. To examine the correlations between variables, statistical tools such as the mean and standard deviation were used. Findings revealed that employees' communication skills significantly improve guest satisfaction. Oral and written communication have the strongest influence in building trust, understanding guest needs, and enhancing overall experiences. The study highlights the importance of clear and consistent communication in encouraging return visits. The research study indicates that enhancing staff communication competence is important for achieving an excellent level of satisfaction with customers in the tourism industry. It recommends ongoing staff training to strengthen digital and interpersonal communication, thereby improving resort attractiveness and customer relationships.