A Study of the Effect of Non-verbal Communication on the Customer’s Emotional Responses and Customer Loyalty in Service Failure Situations in Bakery Cafés - Based on Comparison between the Service Provider’s Uniform and Expression -

서광열(Suh, Kwang-Yul) 한국외식경영학회 2016 외식경영연구 Vol.19 No.5

한국에서 외식산업의 성장과 더불어 급속히 발전하고 있는 베이커리카페에서 서비스제공자의 비언어적커뮤니케이션이 고객감정과 고객충성도에 미치는 영향을 관해 알아보았다. 이를 위해 베이커리카페에서 서비스제공자의 비언어적커뮤니케 이션을 외양과 신체언어를 중심으로 동영상을 제작하여 설문조사를 실시하였다. 실험연구를 위한 동영상은 외양으로 유니폼과 신체언어로 표정을 조합하여 4개의 실험 처치물로 구성하였다. 실험연구 결과, 실험 처치물(a)인 ‘단정한 유니폼과 밝은 표정’. 실험 처치물(c)인 ‘비단정한 유니폼과 ‘밝은 표정’이 동일한 결과를 도 출하였고, 실험 처치물 (b)인 ‘단정한 유니폼과 무표정’, 실험 처치물 (d)인 ‘비단정한 유니폼과 무표정’이 같은 결과로 표정이 고객감정과 고객충성도에 영향이 미치는 것으로 나타났다. 이와 같은 연구결과는 베이커리카페 서비스제공자의 비언어적 커뮤니케이션 요소중 신체언어인 표정이 외양인 유니폼 보다 더욱 중요하다는 것을 알수 있었다. 즉, 베이커리카페에서 간혹 발생할 수 있는 서비스 실패상황에서도 종사원의 표정을 통 한 이미지가 고객에게 긍정적인 충성도를 이끌어 낼 수 있을 것이다. 이는 선행연구에서 진행되지 않았던 비언어적 커뮤니케이션 요소인 표정과 유니폼을 비교하여 어떤 부분이 더 고객감정과 충성도에 영향을 주는지를 연구했다는 데 의의가 있다. The aim of this research was to investigate the effect of non-verbal communication of the service provider on the customer’s emotional responses and on customer loyalty in a bakery café, as bakery cafés are rapidly developing with the growth of the food service industry in South Korea. For this purpose, videos of non-verbal communication of the service provider in a bakery café were made focusing on appearance and body language and a survey was conducted. The videos for experimental research were composed of four manipulated experimental video clips by combining the uniform as a physical appearance element and the facial expression as a body language element. As a result of experiments, the experimental video clip (a) of the tidy uniform and bright facial expression and the experimental video clip (c) of the untidy uniform and bright facial expression derived the same results, while the experimental video clip (b) of the tidy uniform and blank facial expression’ and the experimental video clip (d) of ‘the untidy uniform and blank facial expression’ draw the same results. These results showed that facial expressions affected the customer’s emotional responses and customer loyalty. These results demonstrated that the facial expression of the service provider of the bakery café, which is a sort of body language among non-verbal communication elements, is more important than the uniform, which is an appearance element. In other words, the results showed that the image of employees’ facial expressions may lead to positive customer loyalty even in service failure situations that can sometimes occur in bakery cafés. This study is meaningful in that it investigated which of the facial expression and uniform has a greater effect on the customer’s emotional responses and customer loyalty by comparing the two non-verbal communication elements, which was not conducted in previous studies.

관광자원화를 위한 문화유산 해설에 관한 연구

이복남(Bog Nam Lee),서광열(Kwang Yul Suh),원영덕(Young Deog Won) 한국관광연구학회 2015 관광연구저널 Vol.29 No.8

The cultural heritage is included all the culture of human and folk society, with spiritual and physical aspects in the worth of succession to the following generations. The cultural heritage involves various concept, based on the resources of cultural tourism in wide meanings. The cultural facilities with shape belong to the former aspects, but the royal living way, history and culture, thoughts, religion, etc. belong to the latter aspects. The cultural property has both aspects, integrated cultural heritage such as tangible cultural properties, intangible cultural properties, remembrances. A royal palace is one of the integrated tourism resources of cultural heritage. It is an aggregate being covered with the best technology with all cultural history, science, art, of those days. Suwon Hwaseong also consists of local royal palace and fortress, closing in the excellent living standard in those days, and ancestors` spirits. Also, nearby is an Eco Project Village with an UN Demonstration Project. Along the fortress in south-east, there is Paldalmun traditional market, too. For the activation of tourism resource by the above cultural heritages interpretation, interpretative principle, factors, and combination models, the internal and external extension use methods of tourism resources, the field experience and survey etc. were mobilized, according to the required hours of tourists.

패스트푸드 브랜드 개성이 브랜드 태도와 브랜드 충성도에 미치는 영향

고범석(Beom Seok Ko),서광열(Kwang Yul Suh) 한국관광연구학회 2013 관광연구저널 Vol.27 No.3

This research aims to provide the effect of brand personality on brand attitude and brand loyalty using multiple regression analysis. To achieve the purpose of this research, SPSS 17.0 statistic program was to conduct the frequency, factor and correlation analysis while targeting 367(91.8%) fastfood restaurant users in Daegu and Kyongbuk. We found that there are five factors of brand personality; sincerity, excitement, competence, sophistication, ruggedness in this research. Competence and sincerity affect brand attitude and brand attitude affect brand loyalty. Only competence affects brand loyalty. The result shows that this research has significance which we tried scale development to deduct personality dimension and discovered effect of the dependent variables of brand attitude and brand loyalty. And this research suggests development for fastfood brand in Daegu and Kyoungbuk.

커피전문점의 지각된 가치와 재방문의도 간 관계에서 신뢰의 매개효과

인성호(Sung Ho In),서광열(Kwang Yul Suh) 한국관광연구학회 2013 관광연구저널 Vol.27 No.2

The purposes of this study were to investigate mediating effects of trust on the relationship between the perceived value of customer and revisit intention in the coffee -shop restaurant. The recent domestic market of coffee -shop restaurant is rapidly growing so that it is thought of even as a living and cultural space of enhancing our quality of life one step higher. For this, this study selected coffee -shop restaurant in Seoul and Kang -Reung City by the background of study. Visitant who visited in coffee -shop restaurant of Seoul City and Kang -Reung, 297 samples were obtained as usable data by random sampling. In order to test, SPSS 12.0 program was used in this study for verifying research model. Results show that Sentiment value and Cost Value of Perceived Customer Value have a positive effect on trust and revisit intention. Also, The results imply that trust was related positively to revisit intention. However, this study had such limitations that data used in this study were limited to place that our attributes were not enough to explain all situation of choosing coffee -shop restaurant.

외식산업 : 소비자(消費者)의 패밀리 레스토랑 선택(選擇)과 만족(滿足)에 관한 연구(硏究) -대학생(大學生) 중심(中心)으로-

이승우 ( Seoung Woo Lee ),서광열 ( Kwang Yul Suh ) 한국호텔경영학회 ( 구 한국호텔외식경영학회 ) 2007 추계학술대회 Vol.2007 No.-

횡성 한우축제의 축제 방문동기와 선택속성이 참가 후 행동에 미치는 영향에 관한 연구

이덕원(Duk Won Lee),서광열(Kwang Yul Suh) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.1

Local festivals have developed rapidly since local autonomy was put in 1990, and played a remarkable role in the development of regional economy and the improvement of local image. Considered as having a great potential to reinvigorate local economy without new capital and resources, a variety of local festivals have been actively promoted by local governments. The purpose of this study is to analyze tourist participation motive for the Hoengseong Hanu festival 2010 in Hoengseong. Through a deep and objective survey of the motivation and behavior pattern of tourist at local festivals, this study applied a scientific method. ``Motives`` is related with overall human behaviors. The results of analysis were summarized as follows: First of all, In this study 29 questions were given to figure out festival motive and it result 3 motives with factor analysis; local culture, escape, local product purchasing.

Application of teaching and learning materials to culinary courses for implementation of self-directed learning

Ko, Beom-Seok(고범석),Suh, Kwang-Yul(서광열) 대한관광경영학회 2015 觀光硏究 Vol.30 No.6

본 연구는 자기주도적인 조리실습 수행을 위해 개발된 교수학습자료를 바탕으로 조리전공 15주차 수업에 적용하여 그 효과를 알아보기 위한 실행연구이다. 사전 설계된 4단계 학습활동 과 학습내용에 맞추어 개발된 교수학습자료를 조리실습에 적용하여 실제적인 학습효과를 알아 보고자 하였다. 교수학습자료의 수업 적용을 위해 고려한 사항은 첫째, 주차별 수업목표와 동일한 맥락으로 구성하여 학습자의 기술향상에 도움이 될 수 있도록 구성하였다. 둘째, 학습자는 새로운 학습 을 기존에 알고 있는 내용과 통합하여 지식을 스스로 구성할 수 있도록 하였다. 셋째, 교수학 습자료는 단계별 학습을 통해 스스로 작성할 수 있어야 하는 자기주도적인 활동으로 연계될 수 있도록 하였다. 넷째, 팀 활동학습을 통해 문제해결을 하고 학습 내용이 향상될 수 있도록 수업설계를 하였다. 교수학습자료를 활용한 학습과정은 철저한 수업설계를 통해 이루어져야 하며 자기성찰과정이 내포된 활동과 피드백으로 적극적인 학습활동 수행되도록 하였다. 자기주도적인 학습활동을 위한 교수학습자료를 통한 수업활동은 학습활동의 변화와 긍정적 인 효과를 가져왔으며 총체적으로 기대이상의 의미를 갖는다. 앞으로 다양한 교육분야에서 교 수학습자료에 대한 개발과 연구들이 지속되기를 기대한다. Thanks to shift of paradigm from teachers to learners, there is a need for leanrer-oriented classes where leaners themselves construct knowledge and participate.This study aims to propose the concrete self-directed class model by applying teaching and learning materials developed for such self-directed learning to the 15-week culinary class. For self-directed participation of learners throughout the class activity, teaching and learning materials have been categorized into 4 steps depending on learning goals for each week so that maximum learning efficiency can be ensured.Considerations for applying teaching and learning materials to classes include: 1) The materials shall be consistent with the class goals so that the results can be completed in self-directed ways. 2) Learners shall be able to construct knowledge by combining their existing knowledge with new learning. 3) For designing of teaching and learning materials, the materials shall be linked with class activities with enough learning. 4) Classes shall be designed so that issues can be resolved through cooperative linked with team activities and that content of the materials can be improved. There are few researches or literatures with cases where teaching and learning materials have been applied according to the schedule of 15-week course designed for implementing self-directed learning. For developmental culinary classes, further in-depth research is required for systematic teaching and learning method.

여행사 관리자의 변혁적 리더십과 조직시민행동 관계에서 상사에 대한 신뢰의 매개역할

인성호(Sung-ho In),서광열(Kwang-yul Suh) 한국관광연구학회 2016 관광연구저널 Vol.30 No.1

This study focuses on to the influential relationship between transformational leadership shown by travel agency administrators and organizational citizenship behavior of travel agency`s employees. The data of 286 questionnaires were gathered from travel agency`s employees. The study was designed based on available preceding studies, and employees of travel agencies were surveyed for empirical analysis. The results imply that charisma, intellection and individualized consideration were related positively to organizational citizenship behavior. First, Transformational leadership charisma, intellectual stimulation, individual consideration was found on a significant positive effect on confidence in the firm. In particular, the charismatic (t = 4.709) was shown to be a highly influential, it can be seen that the degree of trust and confidence in the managers that employees have through the power of charismatic managers greater. Second, Confidence in the firm showed positive (+) effects on organizational citizenship behavior. This means that if there is strong confidence in the firm would receive a high organizational citizenship behavior of the customer`s staff, which will have a great impact on the sales performance of the travel agency business. Finally, Individual consideration and intellectual stimulation effects of transformational leadership showed a positive effect on organizational citizenship behavior. This is in order to cause organizational citizenship behavior, which means the exercise of employee jobs than the behavior of transformational leadership means that the leader means that important.

The Direction of Tourism Development in Saemangeum by Cost-Benefit Analysis

이복남(Lee Bog-nam),서광열(Suh Kwang-Yul) 한국관광레저학회 2011 관광레저연구 Vol.23 No.1

자기주도 학습구현을 위한 조리수업용 교수학습자료 적용: 레시피카드와 스케치카드를 중심으로

고범석 ( Beom Seok Ko ),서광열 ( Kwang Yul Suh ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.6

본 연구는 자기주도적인 조리실습 수행을 위해 개발된 교수학습자료를 바탕으로 조리전공 15주차 수업에 적용하여 그 효과를 알아보기 위한 실행연구이다. 사전 설계된 4단계 학습활동과 학습내용에 맞추어 개발된 교수학습자료를 조리실습에 적용하여 실제적인 학습효과를 알아보고자 하였다. 교수학습자료의 수업 적용을 위해 고려한 사항은 첫째, 주차별 수업목표와 동일한 맥락으로 구성하여 학습자의 기술향상에 도움이 될 수 있도록 구성하였다. 둘째, 학습자는 새로운 학습을 기존에 알고 있는 내용과 통합하여 지식을 스스로 구성할 수 있도록 하였다. 셋째, 교수학습자료는 단계별 학습을 통해 스스로 작성할 수 있어야 하는 자기주도적인 활동으로 연계될 수 있도록 하였다. 넷째, 팀 활동학습을 통해 문제해결을 하고 학습 내용이 향상될 수 있도록 수업설계를 하였다. 교수학습자료를 활용한 학습과정은 철저한 수업설계를 통해 이루어져야하며 자기성찰과정이 내포된 활동과 피드백으로 적극적인 학습활동 수행되도록 하였다. 자기주도적인 학습활동을 위한 교수학습자료를 통한 수업활동은 학습활동의 변화와 긍정적인 효과를 가져왔으며 총체적으로 기대이상의 의미를 갖는다. 앞으로 다양한 교육분야에서 교수학습자료에 대한 개발과 연구들이 지속되기를 기대한다. Thanks to shift of paradigm from teachers to learners, there is a need for leanrer-oriented classes where leaners themselves construct knowledge and participate. This study aims to propose the concrete self-directed class model by applying teaching and learning materials developed for such self-directed learning to the 15-week culinary class. For self-directed participation of learners throughout the class activity, teaching and learning materials have been categorized into 4 steps depending on learning goals for each week so that maximum learning efficiency can be ensured. Considerations for applying teaching and learning materials to classes include: 1) The materials shall be consistent with the class goals so that the results can be completed in self-directed ways. 2) Learners shall be able to construct knowledge by combining their existing knowledge with new learning. 3) For designing of teaching and learning materials, the materials shall be linked with class activities with enough learning. 4) Classes shall be designed so that issues can be resolved through cooperative linked with team activities and that content of the materials can be improved. There are few researches or literatures with cases where teaching and learning materials have been applied according to the schedule of 15-week course designed for implementing self-directed learning. For developmental culinary classes, further in-depth research is required for systematic teaching and learning method.