• Journal of Service Research and Studies
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• v.12 no.4
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• pp.19-29
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• 2022

This study is a descriptive survey using a self-reported survey method to understand the effect of language and non-verbal communication of medical service providers on customer satisfaction through Lapport and to determine the degree of impact on Lapport by adjusting perceived service authenticity. The data collection period was from April 5 to April 30, 2021. Using the convenience sampling method, data were collected from users of medical institutions located in Busan and Gyeongsangnam-do, and a total of 306 valid questionnaires were used as statistical analysis data. The collected data were analyzed using the IBM SPSS statistics version 25.0 and AMOS 20.0 programs through a coding process. In the results of this study, it was found that the language and non-verbal communication of medical service providers influenced customer satisfaction through Lapport, and the perceived service authenticity in the relationship between each variable acts as a moderating effect. Considering that the language and non-verbal factors of the medical service provider are important in the interaction between the medical service provider and the hospital user, the medical service provider should take full account of the language and non-verbal factors and help the medical institution communicate with the hospital user.