Evaluating the digital communication skills of employees at the Grand Tartous Hotel from the customers' perspective

Abstract

This study aimed to evaluate the digital communication skills of employees at the Grand Tartous Hotel from the customers' perspective, and to submit proposals that contribute to improving the effective use of digital communication in the studied hotel.

The study used the descriptive method and statistical analysis, and an electronic questionnaire was distributed to a convenient sample of customers of the Grand Tartous Hotel in the city of Tartous in Syria.

The results showed that customers' evaluation of digital communication skills at the Grand Tartous Hotel was neutral, neither positive nor negative. The overall mean score was 3.08 (out of 5), with a standard deviation of 0.45 and a calculated t-value of 1.256, indicating no statistically significant difference from the neutral mean (3).

The study recommended adopting a gradual development strategy for employees on digital communication skills, starting with identifying development priorities, paying attention to the automated response system (Chatbots) to respond to customer inquiries, and the necessity of establishing a periodic system to collect electronic evaluations to analyze the results and take immediate corrective actions.