Award Date


Degree Type


Degree Name

Master of Science (MS)


Hotel Administration

First Committee Member

Kathryn LaTour

Number of Pages



As a concierge supervisor at a five-star hotel in South Korea, I was exposed to a concept from my superiors that a higher employee's tone of voice may increase customer attitudes. In the United States, tone of voice training was also found at a pizza pub, located in Illinois. The study identifies the causal relationship between the tone of voice and customer satisfaction, by an experiment method. By manipulating tone of voice and analyzing resulting customer attitudes reveals the relationship between the two variables; In this study, the result is contrary to the reasoning that derived from the observed industry practices. I found that participants were more receptive to the medium and low voice tone introductions. These findings show that there is a relationship between tone of voice and customer attitudes, but the significance was lower than I expected earlier. The finding does not lend empirical support to the traditional industry assumptions that the 'positive' tone of voice would be a high-pitched tone and the high-pitched tone will lead higher satisfaction. Instead, the experiment results show a 'positive' tone of voice is not necessarily 'high-pitched' tone, and it implies there might be some limitation to which an employee can raise their pitch.


Attitudes; Customer; Employee; Relationship; Tone; Voice

Controlled Subject

Management; Marketing

File Format


File Size

1177.6 KB

Degree Grantor

University of Nevada, Las Vegas




If you are the rightful copyright holder of this dissertation or thesis and wish to have the full text removed from Digital Scholarship@UNLV, please submit a request to and include clear identification of the work, preferably with URL.


IN COPYRIGHT. For more information about this rights statement, please visit