서비스 제공자의 비언어적 커뮤니케이션이 고객의 서비스 품질 지각에 미치는 영향 = Effects of Nonverbal Communication of Service Providers on Customers' Perception of the Service Quality

다국어 초록 (Multilingual Abstract)

This study examines the degree to which the service provider’s nonverbal communication has influence on the customer’s perception of the service quality. With the concept and types of nonverbal communication delineated, its relationship with service quality has been examined. A research model was established to find out the relationship between nonverbal communication used by the service provider at the point of service encounter and the provider evaluation and overall service quality perception by the customer; then a survey was conducted among service businesses.Findings of the study are that the dimensions of nonverbal communication included in the model, such as kinesics and physical appearance, have significant effects on the customer’s evaluation of the service provider’s customer orientation; kinesics and paralanguage have considerable effects on the customer’s evaluation of the service provider’s competence. It has also been found out that each dimension of nonverbal communication has indirect influence on the customers’ perception of overall service quality through their evaluation of the provider.

국문 초록 (Abstract)

본 연구는 고객이 서비스 품질을 평가하는데 있어서 서비스 제공자의 비언어적 커뮤니케이션이 미치는 영향을 이해하는데 목적이 있다. 이를 위하여 비언어적 커뮤니케이션의 개념과 유형을 설명하고 서비스 품질과의 관련성을 검토하였다. 또한 서비스 접점 상황에서 제공자가 사용하는 비언어적 커뮤니케이션과 고객의 서비스 제공자 평가 및 전반적인 서비스 품질 지각간의 연구모형을 설정하고 서비스 업체를 대상으로 조사를 실시하였다.
실증분석 결과, 모형에 포함된 비언어적 커뮤니케이션의 차원인 신체언어와 신체적 외양은 고객이 서비스 제공자의 고객지향성을 평가하는데 유의한 영향을 미치는 것으로 나타났고, 신체언어와 의사언어가 서비스 제공자의 적격성을 평가하는데 유의한 영향을 미치는 것으로 나타났다. 또한 비언어적 커뮤니케이션의 각 차원들은 서비스 제공자 평가를 통해 고객의 전반적인 서비스 품질 지각에도 간접적인 효과를 미치는 것으로 나타났다.

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