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http://dx.doi.org/10.15722/jds.20.03.202203.45

Distribution Strategies for Service Delivery: Focus on Verbal and Non-verbal Communication at Counter Service Restaurants  

CHOI, Jinkyung (Associate University, Food science and nutrition, Pukyong National University)
Publication Information
Journal of Distribution Science / v.20, no.3, 2022 , pp. 45-52 More about this Journal
Abstract
Purpose: This study investigated the impact of staff verbal and non-verbal communication on consumer satisfaction and revisit intention. The study sought to identify differences in demographic and eating out characteristics on perceived verbal and non-verbal communication. Research design and methodology: This study used a survey method to collect data. The questionnaire asked about previous experience with verbal and non-verbal communication with staff at a counter service restaurant. The study measured degrees of perceived verbal and non-verbal communication. In addition, the effect of verbal and non-verbal communication on satisfaction and revisit intention was measured. The principal results: Results of ANOVA showed significant differences in monthly income on verbal communication and monthly income and budget for dining out on verbal and non-verbal communication. Both verbal and non-verbal communication affected satisfaction and revisit intention significantly with slightly more power of verbal communication than non-verbal communication. Major conclusions: Results of this study suggest that consumers are affected by both verbal and non-verbal communication. Staff communication is critical to increasing consumer satisfaction and revisit intention; hence, training staff in effective communication is necessary.
Keywords
Service Distribution; Verbal Communication; Non-verbal Communication; Restaurant;
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