The Impact of Employee Friendliness on Customer Satisfaction with Employee Language as a Moderating Effect

The Impact of Employee Friendliness on Customer Satisfaction with Employee Language as a Moderating Effect

In today's fiercely competitive business environment, enterprises are increasingly realizing the importance of enhancing customer satisfaction. Improving customer satisfaction serves as a fundamental cornerstone for gaining market share and maintaining competitiveness. This is particularly crucial in the current globalized business market, where employees need to engage in effective communication with international customers to foster their own competitiveness. We conducted a structural equation modeling survey targeting 251 Chinese tourists visiting Korea to investigate these dynamics. Surprisingly, we found that the communication skills of staff have a limited impact on customer satisfaction. On the contrary, the stronger the foreign language proficiency of the staff, the higher the level of customer satisfaction. This research provides practical insights for businesses seeking to enhance customer satisfaction.