Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Verbal and Non-verbal Salesperson Communication in Service Encounters on Customer Emotions and Service Quality Perceptions -Focus on National Brands-

캐주얼의류매장 판매원의 커뮤니케이션이 감정유형과 서비스품질지각에 미치는 영향 -내셔널브랜드를 중심으로-

  • Lee, Ok-Hee (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 인문예술대학 패션디자인학과)
  • Received : 2012.10.19
  • Accepted : 2012.12.26
  • Published : 2013.01.31
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Abstract

This study investigates the effect of verbal and nonverbal communication on customer emotions and service quality perceptions. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, it was found that the verbal communication of service providers have a significant impact on customer emotion. Second postures/proxemics and physical appearance/paralanguage (out of 3 factors of nonverbal communication) have significant (+) influences on the positive emotion of customers and kinesics have significant (-) effects on the negative emotion of customers. Third, the verbal communication of service providers has a considerable impact on customer service quality perceptions. Forth, given the relationship between non-verbal communication and service quality, it was represented that all factors (postures/proxemics, physical appearance/paralanguage, and kinesics) of nonverbal communication, have significant positive influences upon customer service quality perceptions. Fifth, it was found that customer emotions have a significant impact on customer service quality perceptions.

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