체인레스토랑 직원의 언어적 ･ 비언어적 커뮤니케이션이 브랜드 이미지에 미치는 영향

다국어 초록 (Multilingual Abstract)

As competition is growing fiercer, food service companies use brand image as an important means of marketing strategies to differentiate their own unique service from others in order to sustain survival and growth and to secure competitive predominance. While many factors have an effect on brand image, communication skills of service providers exercise a great influence in food service industry, a typical service industry. However, there is not enough research about direct effects of verbal or nonverbal communicative aspects of service providers on brand image. Thus, objectives of the present study are as follows: to identify effects of verbal or nonverbal communication consumers feel in chain restaurants upon brand image; to provide fundamentals for maintaining brand image efficiently in terms of marketing of chain restaurants; to present basic data required for efficient management of service providers' communication; and ultimately to help establish competitive brand image and raise competitiveness of chain restaurants.
Results of this study performed with these objectives are as follows: First, it was found that there is a significant corelation between verbal communication and non-verbal communication, which means that if a service provider uses proper nonverbal communication in delivering verbal communication to customers, the level of verbal communication customers perceive turns out higher. Thus, service providers are required to make good use of nonverbal communicative elements as well as to deliver proper verbal communication; and food service companies need to analytically evaluate proper delivery of communication and educate service providers in a continued and systematic manner.
Second, it was found that verbal communication has a significant effect upon non-verbal communication. When service providers deliver proper verbal communication, customers trust and conform to them; as this trust has a great effect upon brand image which is a general image customers have toward a brand, service providers need to learn proper verbal communication skills to affect customers positively.
Third, it was found that generally various factors of non-verbal communication have a significant effect upon brand image. Brand image can be said to be compositive and macroscopic feelings customers have toward a brand. A general image to a brand depends on many different factors: not only facial expressions, appearances and attitudes of service providers but also appropriate distance of service providers to customers, comfortable placement and cleanness of restaurant interior, etc. When an overall environment like this satisfies customers, it may have a greater effect upon brand image customers perceive. Therefore, there is a need to manage all aspects of non-verbal communication in a balanced manner.
Fourth, it was found that verbal and non-verbal communication shows a difference between genders among demographic variables; that males have a higher degree of awareness than females in verbal and non-verbal communication. In general, females are considered to be more warmhearted and to communicate in a brighter and kinder manner than males. As male customers are more sensitively aware of this kind of female service providers, males can be considered to pay more attention to verbal and non-verbal communication and be affected by them.
In conclusion, developing verbal and non-verbal communication skills of service providers helps to create positive brand image, to raise corporate competitiveness and to support management showings; thus, food service companies need to set up and manage a system of analytic assessment and education to let service providers deliver proper verbal and non-verbal communication characteristic of the companies; and need to map out service strategies of managing brand image effectively based on analysis of all possible factors of verbal and nonverbal communication.
This study is significant in identifying a direct relationship between communication of service providers and brand image; and in identifying that all communicative aspects of service providers have an effect upon brand image with important intangible value and simultaneously they are a vital factor in mapping out marketing strategies.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 = 1
• 제2절 연구의 목적 = 4
• 제3절 연구의 방법과 구성 = 5
• 제2장 연구의 이론적 배경 = 7
• 제1절 커뮤니케이션 = 7
• 1.언어적 커뮤니케이션 = 7
• 2.비언어적 커뮤니케이션 = 10
• 제2절 브랜드이미지 = 23
• 1.이미지의 개념 = 23
• 2.브랜드의 개념 = 26
• 3.브랜드이미지의 개념 = 29
• 4.체인 레스토랑의 브랜드이미지의 개념 = 33
• 제3절 커뮤니케이션과 브랜드이미지와의 관계 = 35
• 제3장 연구 설계 = 37
• 제1절 연구 모형 및 연구과제 설정 = 37
• 1.연구의 모형 = 37
• 2.연구의 가설 = 38
• 제2절 조사 설계 및 분석 방법 = 38
• 1.표본설계 = 38
• 2.조사도구의 개발 = 40
• 3.분석 방법 및 절차 = 43
• 제4장 실증 분석 = 45
• 제1절 표본의 일반적 특성 = 45
• 제2절 측정도구의 타당도 및 신뢰도 분석 = 49
• 1.언어적 커뮤니케이션에 대한 요인분석 및 신뢰도 분석 = 49
• 2.비언어적 커뮤니케이션에 대한 요인분석 및 신뢰도 분석 = 50
• 3.브랜드 이미지에 대한 요인분석 및 신뢰도 분석 = 53
• 제3절 연구가설의 검증 = 55
• 1.언어적 커뮤니케이션과 비언어적 커뮤니케이션 간의 관계 = 55
• 2.언어적 커뮤니케이션이 브랜드이미지에 미치는 영향에 대한 검증 = 56
• 3.비언어적 커뮤니케이션이 브랜드이미지에 미치는 영향에 대한 검증 = 58
• 제4절 인구통계학적 특성에 따른 차이검증 = 64
• 제5장 결론 = 66
• 제1정 연구의 요약 및 시사점 = 66
• 1.연구의 요약 = 66
• 2.연구의 시사점 및 제언 = 70
• 3.연구의 한계점 및 향후 연구방향 = 72
• 참고문헌 = 74
• 설문지 = 82
• ABSTRACT = 88