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The Effects of Nonverbal Communication of Fast Food Restaurant Servers on Customer Loyalty - Focusing on Customer Emotion and Self-Identification -  

Yoo, Young-Jin (Dept. of Food Processing, Catholic University of Daegu)
Park, Yi-Kyung (Dept. of Food Service & Culinary, Kyongju University)
Publication Information
Culinary science and hospitality research / v.22, no.3, 2016 , pp. 166-182 More about this Journal
Abstract
This study intended to verify the impact of non-verbal communication of servers in the service industry on the affective path among customer's positive emotion, self-identification, and loyalty(behavioral and attitudinal loyalty). The data of 397 customers of typical fast food restaurants in Busan and Gyeongsangbuk-do area were analyzed with SPSS and AMOS, and the hypotheses were verified through structural equation model after frequency analysis, as well as exploratory and confirmatory factor analysis. According to the empirical analysis, all three components of server non-verbal communication in the service industry, body language, pseudo language, and body appearance, in respective order, had positive (+) influences on the positive emotion of customers. In addition, customer emotion had a positive (+) influence on brand self-identification. Finally, self-identification had a positive (+) influence on behavior loyalty and attitudinal loyalty. This study suggested practical implications and logical implications in the course of developing emotional loyalty for restaurant companies.
Keywords
non-verbal communication; customer's emotion; self-identification; loyalty(behavioral and attitudinal loyalty);
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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