접점서비스에서 비언어적 소통이 고객만족에 미치는 영향

Abstract

Companies work hard to improve service quality and to satisfy their customers in the service industry. Especially, companies directly related to the tourism industry work extremely hard to gain an edge over their competitors. Major companies, including air lines and hotels, constantly endeavor to improve the service quality of their service workers. However, it is a fact that service workers in small tourist destinations and museums have little or no chance to study service manners. This study examines the degree to which the service providers' nonverbal communication has influence on customer satisfaction. Already, there is a lot of interest about non-verbal communication in service marketing, broadcasting and medical service. However, this cannot be said for the tourism industry. The purpose of this study is to examine the effect of nonverbal communication of service workers on customer satisfaction in service encounters in the Jeju Hae-nyo Museum. To accomplish the objectives of this study, the theoretical reviews and empirical analysis were carried out together. The data collection of this study was performed at the Jeju Hae-nyo (women divers') Museum during October, 2007. A total of 220 questionnaires were finally used for empirical analysis. Frequency analysis, factor analysis, ANOVA analysis and simple correlation analysis were used for the statistical analysis. Findings of the study are that the dimension of nonverbal communication of the cultural and tourism interpreters included in the model, such as kinesics, proxemics, physical appearance and para-language, have significant effect on customer satisfaction with the museum. Furthermore, customers who were satisfied by the service workers also felt deeper satisfaction with their visit to the museum.