Non-Verbal Communication Means in Korean, Chinese and Russian Cultures

Irina LARIONOVA 한국글로벌문화학회 2017 글로벌문화연구 Vol.8 No.3

본 연구 주제의 관련성은 3 개의 문화권; 한국어, 중국어 및 러시아어권 문화 사이의 비언어적 상호작용에 관하여 언어적 측면의 의사전달 양식을 보충하는 요소에 대하여 분석하고 있다. 분석에서는 문화 문맥에 있는 비 언어 커뮤니케이션에 있는 문제의 요소를 개발하였다. 연구의 목표는 한국, 중국 및 러시아의 보기에 근거한 3개의 다른 문화의 사람들 사이 비언어적 커뮤니케이션의 과정이다. 연구의 주제는 콘텐츠, 유형, 기본 요소, 비 언어적 의사 소통의 특이성으로 분류하였다. 연구기간 동안 다음과 같은 분석작업을 수행하였다: -의사소통에서 비언어적 요소를 다루는 한국어, 중국어, 러시아어 학자의 기존 연구함; -비 언어적 의사 소통의 기본 요소의 중요성을 분석을 확대하고 설명함; -비 언어적 의사 소통 과정의 본질을 강조함; -한국어, 중국어, 러시아어 언어 문화에 대한 의사소통의 비언어적 수단에 대한 비교 분석을 수행하였다. 문제 연구의 방법은 문제의 현재 시각을 강조하는 사회과학의 이론적인 분석이다; 한국어, 중국어, 러시아어 문화의 예를 들어, 다양한 기법과 비 언어적 의사 소통의 요소를 최초로 비교를 시도하였다. The relevance of the chosen topic is determined by the fact that it is aimed at replenishing knowledge about non-verbal interaction between people of three cultures – Korean, Chinese and Russian. This paper contributes to disclosure of problems in non-verbal communication in intercultural context. The object of work is process of non-verbal communication between people of three different cultures based on the example of Korea, China and Russia. The subject of the work is content, types, basic elements, specificity of non-verbal communication. During the research the following tasks were performed: - getting acquainted with works of Korean, Chinese and Russian scientists dealing with this problem; - analyzing and explaining importance of basic elements of non-verbal communication; - highlighting the essence of non-verbal communication process; - carrying out comparative analysis of non-verbal means of communication in Korean, Chinese and Russian linguistic cultures. Methods of problem research are theoretical analysis of literature, which highlights the current vision of the problem; comparison of various techniques and elements of non-verbal communication on the example of Korean, Chinese and Russian cultures. The main content of the paper: the introduction proves the relevance of the study. In the first part general information about the process of non-verbal communication is examined. The second part is a comparative analysis of mimic and gestural units of non-verbal communication on the example of Korean, Chinese and Russian cultures. The conclusion summarizes the result got during the research.

판매서비스 제공자의 언어적ㆍ비언어적 커뮤니케이션이 소비자 구매행동에 미치는 영향력에 관한 연구

최신혜 ( Choi Shin Hea ),양석준 ( Yang Suk Joon ),김형준 ( Kim Hyung-jun ) 한국소비자학회 2016 소비자학연구 Vol.27 No.5

판매 매장은 소비자가 기업의 제품 구매를 위해 방문하는 장소이자 소비자의 제품 구매 전 제품, 더 나아가서 기업 자체의 품질을 평가할 수 있는 척도로 활용될 수 있는 중요한 공간이다. 특히 판매 매장에서 판매원은 소비자와의 상호작용을 통해 제품 구매를 이끌어내는 역할을 담당하므로 기업에서는 기업의 전략 목표에 맞춘 판매원의 판매 전략 수립을 위해 노력하고 있으며, 이러한 일환으로 판매 상황에서 판매원과 소비자의 접점에서 상호작용을 위한 수단으로 사용하는 언어적ㆍ비언어적 커뮤니케이션에 대한 판매 전략을 제시하고 성과향상을 위해 노력하고 있다. 본 연구는 판매 접점에서 판매원과 소비자가 상호작용의 일환으로 사용하는 언어적, 비언어적 커뮤니케이션이 소비자의 태도 형성과 구매행동에 미치는 영향력을 분석하는 것을 목적으로 한다. 이를 위하여 판매원의 언어적 커뮤니케이션을 중심경로ㆍ주변경로 언어적 커뮤니케이션의 2가지 요소로 분류하고 비언어적 커뮤니케이션을 신체언어, 공간적행위, 소리행위, 신체적외형의 4가지 요소로 분류하여 언어적 커뮤니케이션과 비언어적 커뮤니케이션의 요소가 소비자의 태도를 매개로 하여 실제 구매행동인 재구매의도와 구전 효과에 미치는 영향을 살펴보았다. 연구 결과 판매 접점에서의 언어적ㆍ비언어적 커뮤니케이션은 소비자의 태도 형성에 정(+)의 영향을 미치고 있으며 실제 구매행동인 재구매의도와 구전효과에도 정(+)의 영향을 미치는 것으로 나타났다. 즉, 판매 상황에서 판매원의 적절한 언어적ㆍ비언어적 커뮤니케이션은 소비자의 제품에 대한 호의적 태도 형성에 영향을 미치며 이러한 태도 형성은 소비자의 실행을 촉구하는 요소인 재구매의도와 구전효과에 영향을 미치는 것으로 나타났다. 다만, 언어적 커뮤니케이션과 비언어적 커뮤니케이션 영향력 비교에 대한 검증 가설은 기각되었는데 이는 판매 상황의 상호작용은 특정 제품에 대한 구매를 가정하고 있기 때문에 판매원과의 언어적 커뮤니케이션을 통한 객관적인 정보 제공이 중요하게 작용하며 이와 함께 소비자의 감정과 주관적인 판단을 자극하는 비언어적 커뮤니케이션이 소비자의 제품 선택과정에 동등한 중요성을 지니고 있기 때문으로 판단하였다. 이러한 분석 결과를 통하여 본 연구에서는 기업경쟁력 강화를 위한 구체적인 수단으로 판매원의 언어적ㆍ비언어적 커뮤니케이션을 제시하고 향후 판매원의 성과향상을 위해 필요한 커뮤니케이션의 요소를 제시하였다는 점에서 연구의 의의를 갖는다. 즉 판매 상황에서 판매원과 소비자의 상호작용하기 위한 구체적인 수단으로 언어적ㆍ비언어적 커뮤니케이션의 세부 요소를 제시하였으며 판매원의 적절한 활용 여부에 따라 소비자의 태도에 긍정적인 영향력을 발휘하여 실제 구매를 유도할 수 있는 재구매의도와 구전효과에 영향을 발휘하게 됨을 학문적으로 밝혀내었으며 이에 따라 향후 기업에서 판매원의 성과향상을 위한 교육 및 판매 스킬 강화를 위하여 언어적 커뮤니케이션과 비언어적 커뮤니케이션에 동등한 가치를 부여하고 활용 방안을 강구할 필요성에 대한 실무적 시사점을 제공하고 있다. The communication between a salesman and a consumer affects substantial influence on the consumer when he/she is about to purchase a product in the sales contacts. Companies take efforts for establishing salesman`s sale strategies meeting their strategic goals, and as a part of such efforts, they suggest some sales strategy of verbal and nonverbal communication being used as the tool for a salesman and a consumer`s interaction at their contact point in a sale situation, and companies also try to improve their performances. This study aimed to analyze the influence of verbal, nonverbal communication being used as a tools for a salesman and a consumer`s interaction on the consumer`s attitude and purchase behavior. Referring to previous researches, this study classified the communication into the verbal communication and the non-verbal communication. And a salesman`s verbal communication was reclassified into the central-route verbal communication focusing on the provision of objective information about a product and a service, and the peripheral-route verbal communication generating the consumer`s positive impression and behavior by verbally expressing that the salesman`s empathy with the consumer or praise toward the consumer, and were applied to this study. Meanwhile, for the non-verbal communication, this study classified the non-verbal communication into 4 factors of kinesics expressing intentions through actions connected to physical movement, the proxemics delivering messages through the distance space between the salesman and the consumer, the vocal behavior delivering messages through various sound not having any linguistic meaning, and the physical appearance including the physical attractiveness and appropriate dress codes. As the research model, this study set the model that the factors of verbal, nonverbal communication influence on the consumer`s purchase intension and word of mouth by mediator of the consumer`s attitude, and conducted a research. Also this study verified whether there would be any difference in verbal communication`s influence on the consumer`s attitude from the non-verbal communication`s influence. The hypothesis verification for the research model was carried out through the structural equation model utilizing the high-order construct. As the results of this study, it was appeared that the verbal, nonverbal communication in the sale contact point affected positive (+) influence on the consumer`s attitude. And it was found that the consumer`s attitude positive (+) influence on the consumer`s repurchase intention and word of mouth. The results identify that a salesman`s appropriate verbal, non-verbal communication in a sales situation positively influence on forming a consumer`s favorable attitude on a product. But the hypothesis of this study that verbal communication would have stronger influence than that of non-verbal communication is rejected, so it is appeared that the verbal communication and the non-verbal communication equally influenced on the consumer`s attitude. The reason that there was no difference between the verbal communication`s influence and the non-verbal communication`s influence on the consumer`s attitude is because that the interaction of salesman and consumer in a sale situation assume the purchase of a certain product. Because the purchase of a product is assumed and then the consumers consider the action to acquire objective information about the product through his/her verbal communication with a salesman importantly as well as the consumer`s emotional aspect, so this study presumed that the non- verbal communication stimulating subjective judgement has the equal importance with that of verbal communication in the consumer`s product choice process, contrary to the findings from previous researches. The meanings of this study are as follows. First, this study is meaningful in that this study researches the communication between salesman and consumer from an entire aspect. While a lot of existing studies mainly have focused on one aspect of verbal communication or non-verbal communication, but this study`s theoretical meanings is found in that this study integrated previous communication researches and construct a research model and empirically verify it. Second, contrary that most of existing researches about verbal communication and non-verbal communication are carried out targeting hotels and airlines aiming to the services being provided after a product`s purchase, but this study is meaningful in that it carries out a research focusing on the consumer`s purchase behavior by applying the verbal communication and the non-verbal communication to the sale situation. Third, it can find some practical meanings from this study in that it suggests a model about what communication program should be provided to employees by companies by empirically verifying the influence of verbal communication and non-verbal communication being utilized as a part of salesman`s interaction with a consumer in a consumer`s purchase behavior. Companies using salesmen in sale contact point need to the both verbal communication and non-verbal communication. The findings of this study imply that for the verbal communication, companies would need the communication education about the salesman`s praise and empathy toward a consumer as well as the simple delivery of information about a product, and for the non-verbal communication, companies would need some comprehensive education about the improvement of salesman`s spatial behavior, sound behavior, physical attractiveness and physical appearance management as well as the greeting manners.

서비스 접점에서 판매원과 고객의 비언어적 커뮤니케이션의 효과: 성별의 조절효과를 중심으로

김경애,김상희,박만석,박재범 대한경영정보학회 2011 경영과 정보연구 Vol.30 No.4

This study aims at reviewing the effect of the non-verbal communication of salespersons at service encounter on customers' non-verbal communication and responses. The previous studies overlooked the correlation between salespersons' non-verbal communication and customers' non-verbal communication at service encounter, although non-verbal communication of salespersons has potentialities evoking customers' non-verbal communication and emotional responses in various ways. If it is a salesperson who a customer first encounters within a shop, the non-verbal communication of salesperson affects his/her non-verbal communication and these non-verbal communication affect his/her emotional responses, and these emotional responses affect his/her behavior. This phenomenon is based on the theory of emotional contagion, mimic, and face feedback. Therefore the non-verbal communication such as greetings, postures and eye-contact manners through the personal interactions between salespersons and customers, can be said to be an antecedent variable which affects the positive responses of customer As a result of the study, the kinesic of salesperson's non-verbal communication was found to affect customers' non-verbal communication, and customers' non-verbal communication affect emotional responses experienced at service encounter, and customers' positive emotion affect customers'behavior responses. This result provides an opportunity which makes one turn eyes on salespersons' non-verbal communication at sales encounter both practically and scientifically, through introducing salespersons' non-verbal communication as an important factor which can enhance customers' positive responses but has been passed over by the previous studies. 본 연구는 서비스접점에서 판매원의 비언어적 커뮤니케이션이 고객의 비언어적커뮤니케이션과 반응에 미치는 영향을 검토하며 또한 이 과정에서 고객의 인구통계적 특성인 성별이 조절효과를 가지는가를 검토하고자 한다. 선행연구들은 판매원의 비언어적 커뮤니케이션 고객의 행동반응에 미치는 영향을 언급하였다면 본 연구는 상호작용적 비언어적 커뮤니케이션 관점에서 판매원의 비언어적 단서가 고객의 비언어적 단서에 영향을 미치고 고객의 비언어적 단서가 고객의 감정적, 행동적반응에 영향을 미친다는 것을 제시하고자 한다. 또한 고객의 성별에 따라 상호작용적 커뮤니케이션이 달라질 수 있음을 제시하고자 한다. 연구결과 판매원의 비언어적 커뮤니케이션 중 신체언어가 고객의 비언어적 커뮤니케이션에 영향을 미치며, 성별에 따른 차이검증 결과 판매원의 비언어적 커뮤니케이션 중 신체언어가 여성이 남성보다 고객의 비언어적 커뮤니케이션에 미치는영향이 컸으며, 신체적 외형이 고객의 비언어적 커뮤니케이션에 미치는 영향은 남성이 여성보다 더 크게 나타났다. 그리고 고객의 비언어적 커뮤니케이션은 고객의감정에 영향을 미치고 이러한 감정은 고객행동에 영향을 미치는 것으로 나타났다. 이러한 결과는 서비스접점에서 판매원의 비언어적 커뮤니케이션은 정서감염과 모방현상을 통해 고객의 비언어적 커뮤니케이션에 영향을 미치며 고객은 안면피드백을 통해 다시 자신의 감정을 형성하는 근거로 삼는다는 것을 나타내고 있다. 본 연구의 결과는 고객의 긍정적 반응을 높일 수 있는 중요한 요소로 기존 선행연구에서 간과되었던 판매원의 비언어적 커뮤니케이션을 제시함으로써 실무적으로나 학문적으로 서비스접점에서 판매원의 비언어적 커뮤니케이션에 관심을 가질 수 있는 계기를 제공하고 있다.

의사의 정보원 속성, 언어ㆍ비언어 커뮤니케이션, 진료만족 및 행동 의도와의 관계 : 정교화가능성 모델을 중심으로

정미영 한국소통학회 2017 한국소통학보 Vol.16 No.4

본 연구는 선행연구에서 밝혀진 언어·비언어 커뮤니케이션 구성 요소 외에 의사의 다양한 언어·비언어 커뮤니케이션의 요인을 FGI(심층인터뷰)를 통하여 도출하고, 의사의 중심경로로 전문성을, 진실성과 언어·비언어 커뮤니케이션을 주변경로로 하여 의사의 정보원 속성과 언어·비언어 커뮤니케이션, 진료만족도 및 행동의도(재방문 의도, 긍정적 구전의도)와의 영향 관계를 파악하였다. 이를 위해 먼저 포커스 그룹 인터뷰(FGI)를 바탕으로 언어 커뮤니케이션 요인 중에서 음성언어, 비언어 커뮤니케이션 요인(몸짓언어, 시간)을 도출해 냈으며, SPSS 프로그램 20.0을 이용해 각 요인간의 관계를 추정하였다. 분석결과 첫째, 중심경로인 의사의 전문성과 주변경로인 진실성, 언어·비언어 커뮤니케이션 요인 중에서 시간을 제외한 음성언어와 몸짓언어가 신뢰성에 정적인 영향을 미치는 것으로 나타났다. 결국 신뢰성에 영향을 미치는 요인으로 신뢰성의 구성요소인 전문성이 가장 큰 영향을 미친다는 것을 알 수 있었다. 둘째, 진료만족도에 영향을 미치는 선행요인들을 분석한 결과, 중심경로인 의사의 전문성과, 주변경로인 의사의 진실성, 언어·비언어 커뮤니케이션 요인 모두 진료만족도에 정적인 영향을 미치는 것으로 나타났다. 이는 선행연구에서 밝힌 것처럼 환자들의 욕구를 충족시켜줄 수 있는 가장 핵심적인 부분은 의사의 전문성이며, 이외 주변경로인 의사의 진실성, 언어·비언어 커뮤니케이션도 선행요인으로 중요하게 작용함을 알 수 있었다. 결국 의사는 환자를 대할 때 눈 맞춤과 환자의 말에 경청하며 웃어주고 고개를 끄덕여주는 등의 비언어를 많이 활용하는 것도 중요하다고 하겠다. 셋째, 의사에 대한 신뢰성은 진료만족도에 정적인 영향을 미치는 것으로 나타났으며, 넷째, 의사의 신뢰성과 진료만족도 역시 행동의도에 정적인 영향을 미친다는 것으로 조사되었다. 다섯째, 신뢰성과 진료만족도의 매개역할을 조사한 결과, 의사의 전문성, 진실성, 언어・비언어 커뮤니케이션에 대한 긍정적 평가가 행동의도에 영향을 미치는데 있어서 신뢰성과 진료만족도가 매개역할을 하는 것으로 나타났다. 이러한 연구결과는 그동안 의사의 커뮤니케이션 스타일 연구에서 간과되었던 의사의 언어, 비언어 커뮤니케이션 요인의 중요성을 시사한다. 또한 재방문과 긍정적인 구전의도와 같은 행동의도를 위해서는 의사에 대한 전문성 인식뿐만 아니라 의사의 진실성 인식, 언어・비언어커뮤니케이션 요인, 의사에 대한 신뢰성 인식, 성공적인 진료만족도 역시 선행되어야 함을 시사하고 있다. The purposes of this study were to identify a variety of doctors' verbal and non-verbal communication factors in addition to the components of their verbal and non-verbal communication reported in previous studies and to investigate the relationship with the attribute of a source, verbal and non-verbal communication of doctors on the treatment satisfaction and behavioral intention of their patients with doctors' expertise as a central route and trustworthiness, verbal and non-verbal communication as peripheral routes. For those purposes, the study first conducted qualitative literature analysis and focus group interviews, whose results were used to categorize the verbal communication factors of doctors into one categorie of "vocal language" and the non-verbal communication factors of doctors into two categories of "kinesics and chronemics". And assumed interaction among each factors with program called SPSS 20.0.The analysis results were as follows: first, the perceptions of a doctor's expertise as a central route and the perceptions of a doctor's trustworthiness, the positive evaluation of doctors' vocal language and non-verbal communication including chronemics as peripheral routes had positive effects on credibility. Finally the perceptions of a doctor's expertise was especially a precedence factor to have bigger influences on credibility. Second, as a result of the leading factors study affecting the satisfaction of the medical treatment, all of the factors including doctor's expertise as a central route, and doctor's trustworthiness as a central route and verbal and non-verbal communication as peripheral routes were found to affect positive effect on the satisfaction of the medical treatment. As stated in previous studies, the most critical element to satisfying the patients’s need is the expertise of doctors. It was also found that the doctor’s verbal and non-verbal communication is also important as a leading factor. In the end, it is also important for doctors to use a lot of non-verbal communication such as nudging their heads and smiling at the words of a patient when they deal with patients. Third, the study also analyzed that the credibility to doctors affects positive effect on the treatment satisfaction of the patient. Fourth, the study also analyzed that the credibility to doctors and the treatment satisfaction affects positive effect on behavioral intention. Fifth, as a result of investigating mediating roles of the credibility of the doctor and the treatment satisfaction, the study found that the credibility of the doctor and the treatment satisfaction also played a mediating role in a doctor's expertise, a doctor's trustworthiness, the positive evaluation of doctors' non-verbal communication affects behavioral intentions. These finding suggest the importance of the verbal non-verbal communication factors which has been neglected in the study of communication styles of doctors. Also For a behavioral intention like a revisit intention and a positive oral intention, it is suggested that the perceptions of a doctor's expertise and a doctor's trustworthiness, non-verbal communication factors, the credibility of the doctor and the treatment satisfaction of the patient should be preceeded.

A study of the influence of sports center instructors` communication characteristic on instructors trust and participating engagement

( Yongsuk Cha ),( Kim Dae Kyung ),( Kyungro Chang ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1

Purpose The behavior of people consists of verbal and non-verbal Communication expression. As sports center employees interact with customers in person, it is crucial for them to make use of effective communication skills as the best strategy to survive. Customers’ satisfaction and participating engagement would be improved if instructors’ trust is positively perceived through the proficient communication skills. Based on this background, the purpose of this study was to identify the effects of sports center instructors’ communication characteristics on instructors trust and participating engagement. In detail, this study divided verbal communication into expertise, vocabulary explanatory power, assertiveness, and empathy. Non-verbal communication was divided into paralanguage, kinesics, appearance and proxemics. These communication characteristics were analyzed to have impacts on instructors trust and participating engagement. Method: This study used a questionnaire to collect data from sports center customers participating programs. Among the total of 350 surveys collected, 300 data were used for analysis. The date was analyzed by PASW 18.0 by way of frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis and multiple regression analysis Result: There are five major findings below. First of all, verbal communication variables such as expertise, vocabulary explanatory power, assertiveness, and empathy had significant effects on instructors trust. Second, all the variables for verbal communication also had significant effects on participating engagement. Third, non-verbal communication variables such as paralanguage, kinesics, appearance and proxemics had significant effects on instructors trust. Fourth, all the variables for non-verbal communication also had significant effects on participating engagement. Fifth, sports center instructors trust had significant impacts on participating engagement. Conclusion: This study identified the fact that positive perception toward sports center instructors’ verbal and non-verbal communication increases instructor trust, which in turn affects the participating engagement. As the importance of sports industry has been increasing, sports centers should improve their positive image and create value by providing high quality service programs. In addition, instructors should not only use suitable both verbal and non-verbal communication skills but also improve their competitiveness themselves, which will have a key role on the relationship with customers.

Distribution Strategies for Service Delivery: Focus on Verbal and Non-verbal Communication at Counter Service Restaurants

CHOI, Jinkyung Korea Distribution Science Association 2022 유통과학연구 Vol.20 No.3

Purpose: This study investigated the impact of staff verbal and non-verbal communication on consumer satisfaction and revisit intention. The study sought to identify differences in demographic and eating out characteristics on perceived verbal and non-verbal communication. Research design and methodology: This study used a survey method to collect data. The questionnaire asked about previous experience with verbal and non-verbal communication with staff at a counter service restaurant. The study measured degrees of perceived verbal and non-verbal communication. In addition, the effect of verbal and non-verbal communication on satisfaction and revisit intention was measured. The principal results: Results of ANOVA showed significant differences in monthly income on verbal communication and monthly income and budget for dining out on verbal and non-verbal communication. Both verbal and non-verbal communication affected satisfaction and revisit intention significantly with slightly more power of verbal communication than non-verbal communication. Major conclusions: Results of this study suggest that consumers are affected by both verbal and non-verbal communication. Staff communication is critical to increasing consumer satisfaction and revisit intention; hence, training staff in effective communication is necessary.

Distribution Strategies for Service Delivery: Focus on Verbal and Non-verbal Communication at Counter Service Restaurants

Jinkyung CHOI 한국유통과학회 2022 유통과학연구 Vol.20 No.3

Purpose: This study investigated the impact of staff verbal and non-verbal communication on consumer satisfaction and revisit intention. The study sought to identify differences in demographic and eating out characteristics on perceived verbal and non-verbal communication. Research design and methodology: This study used a survey method to collect data. The questionnaire asked about previous experience with verbal and non-verbal communication with staff at a counter service restaurant. The study measured degrees of perceived verbal and non-verbal communication. In addition, the effect of verbal and non-verbal communication on satisfaction and revisit intention was measured. The principal results: Results of ANOVA showed significant differences in monthly income on verbal communication and monthly income and budget for dining out on verbal and non-verbal communication. Both verbal and non-verbal communication affected satisfaction and revisit intention significantly with slightly more power of verbal communication than non-verbal communication. Major conclusions: Results of this study suggest that consumers are affected by both verbal and non-verbal communication. Staff communication is critical to increasing consumer satisfaction and revisit intention; hence, training staff in effective communication is necessary.

한국레저기업의 언어커뮤니케이션 및 비언어커뮤니케이션이 고객만족 및 충성도에 미치는 영향: 골프장 캐디 서비스 중심

송재훈 ( Jae Hoon Song ),이병관 ( Byung Kwan Lee ) 아시아.유럽미래학회 2010 유라시아연구 Vol.7 No.4

As part of an effort to enhance the relationship with customers, companies are constantly trying to improve the quality of communication. Golf course businesses, more than any other industry, require smooth communication with customers, and the service for the customers in contact, in particular, plays a crucial role in determining customer satisfaction. Therefore, this research aims to find out how the communication skills of a caddies``, who acts as an assistance for, and, therefore, closely works with, a customer playing golf, affect customer satisfaction; and also if customer satisfaction has any correlation with customer loyalty. In addition, we explored which type-verbal or non-verbal-of communication has bigger impact. The survey was conducted based on the golf courses and their customers in Seoul, Gyeonggido, and Chungcheongdo, and total 309 data were used for the final analysis. Also, regression analysis was adopted to verify the hypotheses. We have thus arrived at significant conclusions: first, the first hypothesis was supported by the finding that caddies`` verbal communication plays an important role in improving the customer satisfaction. The result suggests that caddies`` at a golf course should develop the quality of verbal communication when serving a customer, and especially by making clear verbal expressions so that the customer would fully understand. Therefore, a caddies`` should provide the customer with accurate and professional verbal information on the golf course during the game, and be able to actively respond to abrupt questions and conversations depending on the circumstances. The manager of the golf course, therefore, will have to offer regular training for caddies`` regarding effective verbal communication with customers, rather than leaving it to the caddies`` themselves, and also prepare programs that will help the caddies`` to improve professional knowledge and qualities. Second, in terms of the non-verbal communication of caddies``, kinesics and physical appearance were found effective in improving customer satisfaction. Kinesics, in particular, turned out to have the biggest influence, partly supporting the hypothesis 2. Among the staff at a golf course, caddies`` spend the most time with a customer, which explains why they should realize that not only verbal communication but their attitude, appearance, and demeanor can affect the player. The previous research also put emphasis on the close correlation between non-verbal communication and customer satisfaction, since genial expression and appropriate gesture project credibility and friendliness to a customer, whereas tilted posture, blank expression and unkempt dressing can be unpleasant to them. By recognizing the significance of caddies’ non-verbal communication, the managers of a golf course should develop guidelines regarding the caddies’ kinesics and appearance-such as posture, attitude, and dressing-and apply those in training programs. Third, the study showed that customer satisfaction at a gold course contributes to customer loyalty, supporting the hypothesis 3. Unlike in the past, the golf courses these days realize marketing for customer satisfaction is essential, and those who put more effort in various marketing strategies increase the customer loyalty, hence, the membership fees. Hence, the managers should try to adopt responsive attitude and improve service quality for the customers. There is a need for professional response to caddies`` training, because, although it is only part of the management of a golf course, caddies`` service has huge impact on the customers. In conclusion, in terms of caddies`` service at a golf course, communication is a significant factor in raising customer satisfaction. Among the factors of non-verbal communication, kinesics and appearance substantially affect customer satisfaction, which implies that the attitude, demeanor, dressing, facial expression, and appearance can form credibility and friendliness for customers, creating more synergy. Therefore, golf course managers will have to recognize this and pay more attention to active marketing that involves caddies``.

몸짓언어 교육의 목표에 관한 이론적 고찰

유동엽(Yoo, Dong-Yup) 공주교육대학교 초등교육연구원 2018 敎育論叢 Vol.55 No.3

몸짓언어의 교육은 국어교육, 그중에서도 화법교육(듣기․말하기 교육)에서 중요한 교육 내용으로 여겨지고 있다. 하지만, 화법교육의 목표, 목적, 기르고자 하는 인간상이 명확하지 않듯이, 몸짓언어 교육의 목표, 목적, 기르고자 하는 인간상 등에 관한 논의도 학계(學界)에서 충분히 이루어지지 않고있다. 그 결과로 손짓과 몸짓, 표정 등의 일부 현상에 관해 일회성으로 관심이 환기될 뿐, 몸짓언어교육의 체계적인 확립은 요원한 실정이다. 이에 본 연구는 몸짓언어 교육의 목표에 관해 이론적으로 고찰함으로써 몸짓언어 교육의 초석을 놓는 데 이바지하는 것을 목적으로 하였다. 2장에서는 몸짓언어 교육의 목표에 관해 환원론적으로 접근하였고, 3장에서는 기호론적 관점에서 접근하였다. 본 연구를 통해 조작적으로 진술한 몸짓언어 교육의 목표 진술이 몸짓언어 교육의 범위를 명확히 하고, 몸짓언어 교육 연구자 간의 소통성을 높이는 데 이바지하기를 기대한다. The Education of Non-verbal communication is regarded as an important education contents in Korean Language Education, especially in Oral Communication Education (listening & speaking education). However, discussions or researches about the goal, purposes, objectives of Non-verbal Communication education are not fully publicized among researchers. As a result, there is a one-time interest in some phenomena such as beckons, movements, facial expressions and so on. The systematic establishment of Non-verbal communication education is an urgent task. The purpose of this study is to contribute to laying the foundation of Non-verbal communication education by theoretically examining the educational object of Non-verbal communication education. For this ends, this study approaches the object of Non-verbal communication education through reductionist perspective in chapter 2, and through semiotic perspective in chapter 3. I hope this study to extend the scope of Non-verbal communication education, and to contribute to establish the identity of Non-verbal communication education.

Non-Verbal Communication Means in Korean, Chinese and Russian Cultures

라리오노바 한국글로벌문화학회 2017 글로벌문화연구 Vol.8 No.3

The relevance of the chosen topic is determined by the fact that it is aimed at replenishing knowledge about non-verbal interaction between people of three cultures – Korean, Chinese and Russian. This paper contributes to disclosure of problems in non-verbal communication in intercultural context. The object of work is process of non-verbal communication between people of three different cultures based on the example of Korea, China and Russia. The subject of the work is content, types, basic elements, specificity of non-verbal communication. During the research the following tasks were performed: - getting acquainted with works of Korean, Chinese and Russian scientists dealing with this problem; - analyzing and explaining importance of basic elements of non-verbal communication; - highlighting the essence of non-verbal communication process; - carrying out comparative analysis of non-verbal means of communication in Korean, Chinese and Russian linguistic cultures. Methods of problem research are theoretical analysis of literature, which highlights the current vision of the problem; comparison of various techniques and elements of non-verbal communication on the example of Korean, Chinese and Russian cultures. The main content of the paper: the introduction proves the relevance of the study. In the first part general information about the process of non-verbal communication is examined. The second part is a comparative analysis of mimic and gestural units of non-verbal communication on the example of Korean, Chinese and Russian cultures. The conclusion summarizes the result got during the research.