COMUNNICATION STRATEGIES IN DELIVERING EXCELLENT SERVICE : A CASE STUDY OF VERBAL AND NON -VERBAL COMUNNICATION AT ASTON INN BATU

This study investigates the communication strategies employed by Food & Beverage (F&B) staff at Aston Inn Batu in delivering excellent service, with a specific focus on the use of verbal and non-verbal communication. The primary aim is to examine how these communication strategies contribute to service quality and guest satisfaction within a mid-scale hotel setting. A descriptive qualitative approach was used, with data collected through participant observation, in-depth interviews with F&B supervisors and the department manager, and review of daily operational documents.
The findings show that verbal and non-verbal communication strategies are both central to how guests at Aston Inn Batu perceive service quality .verbal strategies including polite greetings, active listening, empathetic responses during complaint handling, and proactive information-sharing were consistently applied by staff. Non-verbal strategies such as sustained eye contact, genuine smiling, open body posture, and appropriate gestures were equally important, particularly during high-pressure moments. The combination of these two channels, reinforced through the hotel's SOPs and everyday experience, proved to be the defining characteristic of service excellence in this setting. Based on these findings, the hotel is encouraged to strengthen communication focused training and develop clear guidelines for both verbal and non verbal interaction standards.