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The Influence of Coffee Shop Employee Non-verbal Communication on the Brand Image and Customer Satisfaction  

Kim, Young-Joong (Dept. of Hotel and Tourism Management, Dongguk Gyeongju University)
Jeon, Yu-Jung (Dept. of Hotel and Tourism Management, Far East University)
Publication Information
Culinary science and hospitality research / v.21, no.2, 2015 , pp. 11-26 More about this Journal
Abstract
The purpose of this study was to understand the influence of non-verbal communication of coffee shop employees on brand image and customer satisfaction. Based on a total of 317 samples obtained for empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 3 hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested through the use of a structural equation model(SEM). The proposed model provided an adequate data fit, ${\chi}^2=434.380$ (p<0.001), df=178, CMIN/DF=2.440, GFI=0.886, AGFI=0.852, NFI=0.900, CFI=0.938, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that kinesics(${\beta}=.311$), paralanguage(${\beta}=.242$), physical appearance(${\beta}=.382$) and proxemics(${\beta}=.481$) had a significant positive influence on brand image. In addition, brand image(${\beta}=.217$) had a significant positive influence on customer satisfaction. Furthermore, the effect of coffee shop employee non-verbal communication on customer satisfaction was found to be partially mediated by the brand image.
Keywords
non-verbal communication; coffee shop; brand image; customer satisfaction;
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Times Cited By KSCI : 2  (Citation Analysis)
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