프랜차이즈 커피전문점 서비스제공자의 비언어적 커뮤니케이션이 브랜드 이미지, 브랜드 신뢰에 미치는 영향 = Effect of Servers` Non Verbal Communication at Franchised Coffee Shops on Brand Image and Brand Trust

다국어 초록 (Multilingual Abstract)

Samples of this study were customers patronizing franchised coffee shops in Daegu metropolitan areas and the objective of this study is to evaluate non verbal communication factors provided by servers at those coffee shops and to test causal relationship on brand image and brand trust. Test results showed that non verbal communications could be segmented into four factors- body language, space language, intention language, appearance. All four factors had a significant effect on brand image and especially body language showed the most effect and space, intention and appearance, respectively. However, only two of those factor- body language and appearance showed a significant effect on brand trust. Furthermore, brand image had a significant effect on brand trust.