Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Salesperson's Nonverbal Communication on Consumer Emotions and Service Quality in Fashion Shopping

패션제품 판매원의 비언어적 커뮤니케이션이 고객의 감정과 서비스품질에 미치는 영향

  • Cho, Youn-Joo (Dept. of Practical Arts Education, Chinju National University of Education)
  • 조윤주 (진주교육대학교 실과교육과)
  • Received : 2011.12.16
  • Accepted : 2012.04.04
  • Published : 2012.06.30
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Abstract

This study is to verify the influence of salesperson's nonverbal communication on consumer emotions, and service quality in fashion shopping. This study sample is limited to Busan and Kyungnam Province's fashion shopping consumers. The responders included 239. Data were analyzed by frequency, factor analysis, and AMOS. As the results, kinesics, proxemics, paralanguage, and physical appearance are a major influence on positive consumer emotions that influence service quality. Kinesics and proxemics are a major influence on negative consumer emotions; however, paralanguage, and physical appearance are not a major determinant to influence negative consumer emotions; in addition, there is a direct link between negative consumer emotions and service quality. Also, consumer emotions mediated the relationship between nonverbal communication and service quality. Therefore, fashion firms should train employee manners to ensure that nonverbal communication is important in service encounters.

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