서비스 제공자의 커뮤니케이션이 고객감정과 만족에 미치는 영향 = 에스닉(ethnic) 레스토랑을 중심으로

다국어 초록 (Multilingual Abstract)

Communication with customers at a customer-contact point has great effects on customers` responses, consumption experience evaluation, and customer behaviors. Thus, communication quality by service providers such as restaurants is very important. Because customer`s emotional responses also affect consumption promotion and motivation, understanding of customers` responses(i.e., positive and negative emotional responses) regarding their communication is highly valuable. The present study attempted to examined how communication by ethnic restaurants affects customer`s emotional responses as well as consumption experience evaluation such as customer satisfaction. A total of 215 questionnaires were collected from customers of Vietnam, India and Thailand restaurant in Gyeonggi province. And structural equation model were used to analyze data. The results of the study showed that non-verbal communication positively affected a positive emotional response and negatively affected a negative emotional response. In addition, both positive and negative emotional responses significantly affected customers` satisfaction. There was also a positive relationship between non-verbal communication and customer satisfaction. At the same time, based on this kind of analysis result, this study has presented the necessity of voluntary customer response through the necessity of education and training as well as empowerment of the service providers.