Complain handling: Effects of nonverbal communication in interaction of the customers and employees

The interaction of employees and customers in service industries such as hospitality sector affects customer satisfaction level, service recovery evaluations and word of mouth. Nonverbal communication with its own words is in the heart of service interaction. Especially in the complaining process it looks impossible to satisfy customers just by word. Words have to support by the right nonverbal elements for the improvement of the relationship. It is impossible to ignore the nonverbal communication effects on recovery strategies and word of mouth. Despite its significance, effects of nonverbal communication in these subjects have been inadequately investigated. Only a limited empirical research has focus on nonverbal communication effects in service interaction with handling its just one variable like ?smiling effects?. This study explored the subjects in an holistic way which was necessary to fill the gap in the existing literature.By the factor analysis, nonverbal communication was divided in four sections named as ?gestures with hands, paralanguage, mimics, empathy?. The model which was developed in the study showed implications of these four semi items influenced recovery evaluations and word of mouth.