THE ROLE OF NONVERBAL COMMUNICATION IN CUSTOMER RELATIONSHIP MANAGEMENT PROCESS: A STUDY ON 5-STAR HOTELS IN TURKEY

Business organizations competing with various rivals, think by the illusion of the modern age; the best way to reach their target consumers is to use benefits of technology. They collect data and use them for customer satisfaction. But the importance of face to face communication is generally underestimated or neglected. This study aims to get Customer Relationship Management (CRM) applications to make a return from high-tech to interpersonal communication, which is a timeless sales technique.In order to present the role of nonverbal communication (NVC) in CRM process, 643 participants, who stayed in 5-star hotels in Turkey in the previous year were asked about their hotel choice, evaluations about hotel employees considering the last accommodation. The most important of the research results are the most important expectation from a 5-star hotel is the quality of service; the customers' perception about quality is shaped by the quality of communication; the employees' NV communication skills are very highly minded by the customers.