Employees’ Communication Skills and Customer Satisfaction: The Mediating Role of Service Quality in Private Tour Companies in Arusha

Abstract

This study examines the impact of employees’ communication skills on service quality and customer satisfaction in private tour companies in Arusha, Tanzania. Using a mixed-methods design, data were collected from 50 tourists via structured questionnaires and from 5 key informants via in-depth interview guides. The study found that employees’ communication skills in the tourism industry are instrumental in enhancing service quality, as perceived by tourists. In this regard, clear, attentive, and empathetic communication enhances perceived service quality among tourists. The findings revealed a strong positive relationship between service quality and customer satisfaction, with a correlation coefficient of 0.678 and a significance level of p < 0.01. Service quality partially mediated this relationship. The study’s findings also show that employees’ communication skills had a strong positive correlation with service quality (β = 0.61, p < 0.001). The study provides practical recommendations for tour operators and policymakers aiming to enhance service quality, customer satisfaction,and competitiveness in Tanzania’s tourism industry.