Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
권호 표지

The Effects of Verbal and Nonverbal Communication of Service Providers in the Family Restaurant on the Customers' Trust and Satisfaction

패밀리레스토랑 서비스 제공자의 언어적, 비언어적 커뮤니케이션이 고객 신뢰 및 만족도에 미치는 영향

  • Jung, Hyo-Sun (Department Culinary Science and Arts, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Department Culinary Science and Arts, Kyung Hee University)
  • 정효선 (경희대학교 조리과학과) ;
  • 윤혜현 (경희대학교 조리과학과)
  • Received : 2010.04.23
  • Accepted : 2010.05.20
  • Published : 2010.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to understand the interrelationships between the customers' perception of verbal and nonverbal communication, customers' trust and satisfaction in the family restaurant. Based on a total of 310 samples that were obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 2 hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model(SEM). The proposed model provided an adequate fit to the data, $X^2$=953.126(df=417), p<.001, CMIN/df 2.286, GFI .831, NFI .889, IFI .934, TLI .926, CFI .934. The results showed that employees' verbal communication ($\beta$=.264), paralanguage ($\beta$=.172) and physical appearance ($\beta$=.120) among the nonverbal communications had a significant positive effect on the customers' trust. In addition, the customers' trust ($\beta$=.644) had a significant positive effect on the customer satisfaction. Limitations and future research directions are also discussed.

Keywords

References

  1. Anderson E, Fornell C, Lehman D. 1994. Customer satisfaction, market share and profitability : Findings from Sweden. J Marketing 58(3):53-66 https://doi.org/10.2307/1252310
  2. Anderson J, Narus J. 1990. A model of distributor firm and manufacturing firm working partnership. J Marketing 54(1):42-58 https://doi.org/10.2307/1252172
  3. Anderson JC, Gerbing DW. 1988. Structural equation modeling in practice : A review and recommended two-step approach. Psychological Bulletin 103(3):411-423
  4. Birdwhistell RL. 1952. Introduction to Kinesics. University of Louisville. Louisville. KY. USA.
  5. Burgental DE, Kaswan JW, Love LR. 1970. Perceptions of contradictory meanings conveyed by verbal and nonverbal channels. J Personality and Social Psychology 16(4):647-655
  6. Burgoon JK, Birk T, Pfau M. 1990. Nonverbal behaviors, persuasion, and credibility. Human Communication Research 17(Fall):140-169
  7. Chandon JL, Leo PY, Philippe J. 1997. Service encounter dimension - a dyadic perspective : Measuring the dimensions of service encounters as perceived by customer and personnel. Int. J Service Industry Management 8(1):65-86 https://doi.org/10.1108/09564239710161088
  8. Chaudhuri A, Holbrook MB. 2001. The chain of effects from brand trust and brand affect to brand performance : The role of brand loyalty. J Marketing 65(Apr):81-93
  9. Depaulo BM. 1992. Nonverbal behavior and self-presentation. Psychological Bulletin 111(2):203-243
  10. Dwyer FR, Schurr PH, Oh S. 1987. Developing buyer-seller relationship. J Marketing 51:11-27 https://doi.org/10.2307/1251126
  11. Fornell C, Larcker DF. 1981. Evaluating structural equation models with unobservable variables and measurement error. J Marketing Research 18(1):39-50 https://doi.org/10.2307/3151312
  12. Gabbott M, Hogg G. 2001. The role of non-verbal communication in service encounters : A conceptual framework. J Marketing Management 17(1/2):5-26
  13. Ganesan S. 1994. Determinants of long-term orientation in buyerseller relationship. J Marketing 58(Apr):1-19
  14. Hair JF, Anderson RE, Tatham RL, Black WC. 2006. Multivariate data analysis with readings. 6th ed. Macmillam Publishing Company. NY. USA.
  15. Howard JA, Sheth JN. 1969. The Theory of Buyer Behavior. John Wiley & Sons. NY. USA.
  16. Jandt FE. 2001. Intercultural Communication : An Introduction. 3rd ed. Thousand Oak. Sage Publication. CA. USA.
  17. Kang IW, Jeon SG, Lee SJ, Lee CK. 2005. Investing structural relations affecting the effectiveness of service management. Tourism Management 26(3):301-310 https://doi.org/10.1016/j.tourman.2004.02.006
  18. Kim SH. 2007. Effect of the verbal and non-verbal communication of salespersons in service encounter on customers' emotion and behavioral intension : Focusing on the emotional contagion phenomenon. J Consumer Studies 18(1): 97-131
  19. Kim YK, Lee HR, Lee WB. 2007. Effects of direct communication of flight customer and airline employee on brand loyalty : Focusing on the moderating role of trust. J Foodservice Management Society Korea 10(1):31-50
  20. Kim YK, Yu JP. 2008. A study on verbal and non-verbal communication of medical service provider. Service Management 9(1):225-258
  21. Kim YM, Lee KS. 2008. The influences of reputation of sport center, physical quality, communication on trust and loyalty to the center. Korean Society of Sport 47(4):247-257
  22. Lee JY, Kim SP. 2007. The effect of customers` reliability for airline service quality on customers` satisfaction and repurchase intention : Focus on Asiana Club Members. Aviation Management Society of Korea 5(2):19-35
  23. Moorman C, Zaltman G, Deshpande R. 1992. Relationships between providers and users of market research : The dynamics of trust within and between organization. J Marketing Research 29(Aug):314-328
  24. Morgan RM, Hunt SD. 1994. The commitment-trust theory of relationship marketing. J Marketing 58(July):20-38
  25. Nunnally JC. 1978. Psychometric theory. McGraw-Hill. NY. USA.
  26. Rafaeli A. 1993. Dress and behavior of customer contact employee : A framework for analysis, In : T. Swartz, D. Bowen and SW Brown(Eds). Advances in Services Marketing and Management. Greenwich, CT. JAI Press.
  27. Reynolds KE, Arnold MJ. 2000. Customer loyalty to the salesperson and the store : Examining relationship of customers in an upscale retail context. J Personal Selling and Sales Management 20(2):89-98
  28. Shanker VF, Sultan G, Urban L, Bart I. 2002. The role of trust in online customer support. Working paper. Sloan School of Management. MIT. Cambridge.
  29. Solomon MR, Surprenant C, Czepiel JA, Gutman EG. 1985. A role theory perspective on dyadic interactions : The service encounter. J Marketing 49(Win):99-111
  30. Spreng RA, MacKenzie SB, Olshavsky RW. 1996. A reexamination of the determinants of consumer satisfaction. J Marketing 60(July):15-32
  31. Sundaram, D.S., Webster, C., 2000. The role of nonverbal communication in service encounters. J Services Marketing 14(5): 378-391 https://doi.org/10.1108/08876040010341008
  32. Thorten T, Katja R. 2003. Trust, involvement profile and customer retention-modeling, effects and implications. Int. J Tech. Management 26:621-639 https://doi.org/10.1504/IJTM.2003.003426
  33. Wu CHJ, Liang RD. 2009. Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurant. Int. J Hospitality Management 28(4):586-593 https://doi.org/10.1016/j.ijhm.2009.03.008
  34. Yuksel A. Yuksel F. 2002. Measurement of tourist satisfaction with restaurant services : A segment-based approach. J Vacation Marketing 9(1):52-68