Browse > Article
http://dx.doi.org/10.5850/JKSCT.2013.37.1.51

Effect of Verbal and Non-verbal Salesperson Communication in Service Encounters on Customer Emotions and Service Quality Perceptions -Focus on National Brands-  

Lee, Ok-Hee (Dept. of Fashion Design, Sunchon National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.37, no.1, 2013 , pp. 51-63 More about this Journal
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.
Keywords
Communication; Customer emotion; Paralanguage; Kinesics;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Sun, J. H., & Park, E. J. (1994). Effects of situational variables on clothing purchase types-Planning purchase, unplanning purchase, and impulse purchase-. Journal of the Korean Society of Clothing and Textiles, 18(4), 536−548.
2 Sung, Y. S., & Park, E. A. (1995). The typify of emotion to advertisement: Experienced feeling and induced feeling. The Korean Journal of Advertising, 6(2), 7−49.
3 Watson, D., & Tellegen, A. (1985). Toward a consensual structure of mood. Psychology Bulletin, 98(2), 219−235.   DOI   ScienceOn
4 Worthington, R. L., Mobley, M., Franks, R. P., & Tan, J. A. (2000). Multicultural counseling competencies: Verbal content, counselor attributions, and social desirability. Journal of Counseling Psychology, 47(4), 460−468.   DOI   ScienceOn
5 Yi, Y. J. (1998). 서비스 마케팅 [Service Marketing]. Seoul: Hakhyunsa.
6 Oh, H. J., & Kim, E. H. (2006). The effects of relationship benefits and salesperson's service on buying satisfaction and repurchase intention. Journal of the Korean Society of Clothing and Textiles, 30(2), 245−254.
7 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 61(1), 12−40.
8 Park, H. E., & Yoh, E. (2010). The effect of positive and negative emotions on shopping value and approach behaviors of the internet apparel shopping site. Journal of Distribution Research, 15(2), 101−122.
9 Park, E. J., & So, G. S. (2000). Effects of affective factors on apparel buying behaviors. Journal of the Korean Society of Clothing and Textiles, 24(3), 361−372.
10 Price, L. L., Arnould, E. J., & Tierney, P. (1995). Going to extremes: Managing service encounters and assessing provider performance. The Journal of Marketing, 59(2), 83− 97.
11 Rhee, Y. S., & Jeon, J. H. (2001). A study on the relationship between service quality of apparel stores and related variables. Journal of the Korean Society of Clothing and Textiles, 25(6), 1057−1068.
12 Siehl, C., Bowen, D. E., & Pearson, C. M. (1992). Service encounters as rites of integration: An information processing model. Organization Science, 3(4), 537−555.   DOI   ScienceOn
13 So, G. S. (1998). Effects of affective factors on apparel buying behaviors. Unpublished master's thesis, Dong-A University, Busan.
14 Yoo, C., Hyun, S., & Jeon, J. (1997). Structural analysis to store characteristics, in store emotions and shopping behavior. Korea Marketing Review, 12(2), 1−27.
15 Sundaram, D. S., & Webster, C. (2000). The role of non-verbal communication in service encounters. Journal of Services Marketing, 14(5), 378−391.   DOI   ScienceOn
16 Gabbott, M., & Hogg, G. (2001). The role of non-verbal communication in service encounters: A conceptual framework. Journal of Marketing Management, 17(1-2), 5−26.   DOI   ScienceOn
17 Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer Research, 12(3), 281− 300.
18 Yoo, C., Park, J., & Maclnnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253−263.   DOI   ScienceOn
19 Yoo, C. J. (1996). Experiential aspects of shopping behavior: Study on the effects of in -store emotions on store attitudes and visit intentions. Journal of Consumer Studies, 7 (1), 51−73.
20 Yoo, C. J. (1999). Study on emotional responses of consumers: Comparison between typological analyses and dimensional analyses. The Korean Journal of Advertising, 10(1), 155−182.
21 Yoo, C. J., & Kim, S. H. (1994). Study of shopping behavior based on ethno-graphic approach: Extended concept, variety of feelings and variety of shopping motives. Journal of Consumer Studies, 5(2), 45−62.
22 Knapp, M. L., Ellis, D. G., & Williams, B. A. (1980). Perceptions of communication behavior associated with relationship terms. Communication Monographs, 47(4), 262−278.   DOI   ScienceOn
23 Lee, H. S., & Lim, J, H. (2002). Measuring the consumption -Related emotion construct-. Korea Marketing Review, 17 (3), 55−91.
24 Burke, M. C., & Edell, J. A. (1989). The impact of feelings on ad-based affect and cognition. Journal of Marketing Research, 26(1), 68−83.
25 Oliver, R. L. (1993). Cognitive, affective, and attribute, bases of the satisfaction response. Journal of Consumer Research, 20(3), 418−430.   DOI   ScienceOn
26 Argyle, M., Salter, V., Nicholson, H., Williams, M., & Burgess, P. (1970). The communication of inferior and superior attitudes by verbal and non-verbal signals. British Journal of Social and Clinical Psychology, 9(3), 222−231.   DOI
27 Burgoon, J. K., Brik, T., & Pfau, M. (1990). Nonverbal behaviors, persuasion, and credibility. Human Communication Research, 17(1), 140−169.   DOI   ScienceOn
28 Chandon, J. L., Leo, P. Y., & Philippe, J. (1997). Service encounter dimensions - a dyadic perspective: Measuring the dimensions of service encounters as perceived by customers and personnel. International Journal of Service Industry Management, 8(1), 65−86.   DOI   ScienceOn
29 Cho, Y. J. (2012). The effects of salesperson's nonverbal communication on consumer emotions and service quality in fashion shopping. Journal of the Korean Society for Clothing Industry, 14(3), 413−422.   DOI   ScienceOn
30 Choi, S. H. (1997). Qualitative research on the discrepancy between apparel purchase intention and purchase behavior- Situation factor, affective factor-. Unpublished master's thesis, Dong-A University, Busan.
31 Chung, M. S., & Kim, J. S. (1999). The effect of the consumers' emotion experienced in-Store on clothing shopping behavior according to shopping motivation-. Journal of the Korean Society of Clothing and Textiles, 23(2), 314−325.
32 Delmonte, M. M. (1991). Use of nonverbal construing and metaphor in psychotherapy. International Journal of Psychosomatics, 38(1-4), 68−75.
33 Hwang, S. J., Hwang, G. S., & Lee. J. N. (2000). The effect of service quality on consumer satisfaction of fashion retail stores. Journal of the Korean Society of Clothing and Textiles, 24(3), 323−334.
34 Depaulo, B. M. (1992). Nonverbal behavior and self-presentation. Psychological Bulletin, 111(2), 203−243.   DOI   ScienceOn
35 Gwak, W. I. (1999). The patterns and measurement of emotional responses of consumers. Proceedings of the Korean Scholars Marketing Science, Fall International Conference, Korea, 81−93.
36 Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404−420.   DOI   ScienceOn
37 Hwang, Y. S. (1996). Qualitative analysis on the apparel buying behavior-With ethnographic approach-. Unpublished master's thesis, Dong-A University, Busan.
38 Hwang, Y., Shin, W. Y., & Kim, J, H. (2010). What I read on your face is my emotion: The effects of emotion on interpreting others' facial. Korean Journal of Communication Studies, 18(1), 247−271.
39 Jandt, F. E. (1998). Intercultural communication: An introduction. Thousand Oak, CA: Sage Publications.
40 Jeon, I. S. (1998). 서비스마케팅 [Service Marketing]. Seoul: SeokJeong.
41 Jin, J. K. (2005). Grundlagenforschung der Linguistischen Unternehmenskommunikation [어학적 기업커뮤니케이션 이론의 기초연구]. The Linguistic Society of Korea, 18, 1−32.
42 Kang, E. M., & Park, E. J.(2003). Impact factors on consumer satisfaction in apparel buying behavior. Journal of the Korean Society of Clothing and Textiles, 27(1), 29−39.
43 Kim, S. H. (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-. Journal of Consumer Studies, 18(1), 91−131.
44 Kim, J. U., Pak, J. M., & Yi, H. U. (2006). Effects of nonverbal communication of service providers on customers' perception of the service quality. Journal of Marketing Management Research, 11(2), 153−172.
45 Kim, J. Y., & Rhee, E. Y. (2004). The influence of service quality, product quality, price on store patronage for apparel stores. Journal of the Korean Society of Clothing and Textiles, 28(1), 12−21.
46 Kim, S. H. (2005). A study on consumers' emotion expression and a salesperson's responses in service encounter: Verbal and nonverbal communication. Journal of Consumer Studies, 16(2), 111−146.
47 Kim, S. H. (2009). Is salespersons' service faked or authentic?: The effects of authenticity perceived by customers about salespersons' emotional labor on service quality evaluation. Korea Marketing Review, 24(3), 1−33.
48 Kim, Y. H., & Kim, M. Y. (2001). The systematization of the concept on apparel store service and relationship with the shopping type of consumer. Journal of the Korean Society of clothing and Textiles, 25(1), 183−194.
49 Kim, Y. K. (2010). A study on factors and consequents of customer participation in service-Focused on moderator effects of the service industry-. Journal of Marketing Management Research, 15(2), 93−114.
50 Babin, B. J., & Darden W. R. (1995). Consumer self-regulation in a retail environment. Journal of Retailing, 71(1), 47− 70.
51 Barnum, C., & Wolniansky, N. (1989). Why Americans fail at overseas negotiations. Management Review, 78(10), 55−57.
52 Argyle, M. (1983). The psychology of interpersonal behavior. Penguin: Harmondsworth.
53 Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter diagnosing favorable and unfavorable incidents. The Journal of Marketing, 54(1), 71−84.   DOI   ScienceOn
54 Blairy, S., Herrera, P., & Hess, U. (1999). Mimicry and the judgment of emotional facial expressions. Journal of Nonverbal Behavior, 23(1), 5−41.   DOI   ScienceOn
55 Bowen, D. E., Siehl, C., & Schneider, B. (1989). A framework for analyzing customer service orientations in manufacturing. Academy of Management Review, 14(1), 75−95.