호텔직원의 비언어적 커뮤니케이션이 직원평가와 고객만족 및 충성도에 미치는 영향

다국어 초록 (Multilingual Abstract)

Nonverbal communication such as facial expressions, postures and gestures can make a difference in customer satisfaction and loyalty. It is also directly connected to the company`s profit. As a method of promotion, nonverbal communication has been used as a key element of differentiation among other hotels. The purposes of this study were to (1) investigate the relationship between nonverbal communication and the significance of employee evaluation and (2) suggest marketing implications based on the result. This study was analyzed using a questionnaire based on literature reviews and the variables derived from prior studies. Path analysis was used to test the total of 8 hypotheses. Also, Chi-square verification was used to identify the differences by types of customers. According to these results, following suggestions can be made; a. Body language and appearance are the most important factors in nonverbal communication. So, hotel administrators should have a program for improving these skills. b. This study shows that auditory language has no impact on the relations between nonverbal communication and customer satisfaction. For this reason, hotels should maintain high standards of tangible and intangible assets such as employees` postures, appearances, gestures, interiors, and hotel facilities. The limitation of this study is that the data were collected in five-star hotels in Seoul only. Also, it did not consider the differences between room and F&B divisions. For this reason, future studies should investigate the differences between theses two divisions.

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