Assessing the Contributions of Cross-Cultural Communication on Customer's Patronage of Hotels in Calabar Cross River State

ABSTRACT: This in-depth study assesses the pivotal role of cross-cultural communication in influencing customer patronage within Calabar's hospitality sector. Employing a mixed-methods approach, the research scrutinizes staff interactions with customers from diverse cultural backgrounds and the formal training received in cross-cultural communication. The analysis of staff interactions revealed varied frequencies, ranging from rare (21.05%) to very frequent (13.16%). This data lays the foundation for evaluating the impact of cultural understanding on customer satisfaction. Examining staff training, 15.79% had extensive training, emphasizing the importance of language proficiency in correlation with customer satisfaction. Staff ratings on the importance of cultural understanding for customer satisfaction align with the assumption that it significantly influences customer perceptions. The study evaluates staff's self-ratings on their ability to adapt to various cultural norms, emphasizing the importance of understanding and adapting to cultural nuances for customer satisfaction. Challenges faced by staff due to cultural differences underscore the assumption that these challenges may impact staff performance. Proficiency in English, the primary language in Calabar, reveals its significance in customer satisfaction. Ratings on customer satisfaction reinforce the central role of cross-cultural communication in enhancing the customer experience. Approximately 15.79% reported leaving establishments due to negative cross-cultural communication experiences, indicating potential customer attrition. Addressing challenges in cross-cultural communication, suggestions include better training programs, increased cultural awareness, improved language proficiency. and promoting diversity. Active management strategies are reported by 26.32% of participants, highlighting the importance of proactive measures. Only 10.53% observed initiatives to promote cultural diversity, suggesting a potential need for increased efforts. Recommendations for enhancing cultural understanding among staff and improving language proficiency emphasize the multifaceted nature of cross-cultural communication. This study contributes valuable insights into the complex interplay of cross-cultural communication, language proficiency, and their impact on customer satisfaction and patronage in Calabar's hospitality sector.