Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Influence of Coffee Shop Employee Non-verbal Communication on the Brand Image and Customer Satisfaction

커피전문점 종사원의 비언어적 커뮤니케이션이 브랜드 이미지, 고객만족도에 미치는 영향 연구

  • Kim, Young-Joong (Dept. of Hotel and Tourism Management, Dongguk Gyeongju University) ;
  • Jeon, Yu-Jung (Dept. of Hotel and Tourism Management, Far East University)
  • 김영중 (동국대학교 호텔관광경영학부) ;
  • 전유정 (극동대학교 호텔관광경영학과)
  • Received : 2014.11.07
  • Accepted : 2015.04.16
  • Published : 2015.04.30
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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.

본 연구에서는 커피전문점을 방문하는 고객이 인지하는 종사원의 비언어적 커뮤니케이션이 브랜드 이미지 및 고객만족도에 미치는 영향력을 고찰하였다. 실증연구를 위해 확보된 317개의 표본을 바탕으로 연구모형의 신뢰성, 적합성 등을 검토하였고, 구조방정식 모형을 사용하여 총 3개의 가설을 검증하였으며 모형의 적합도는 ${\chi}^2=434.380$(p<0.001), df=178, CMIN/DF=2.440, GFI=0.886, AGFI=0.852, NFI=0.900, CFI=0.938, RMSEA=0.068으로 조사되었다. 연구결과, 비언어적 커뮤니케이션의 하위 차원인 신체언어(${\beta}=.311$), 의사언어(${\beta}=.242$), 신체적 외형(${\beta}=.382$), 공간적 행위(${\beta}=.481$)는 브랜드 이미지에 유의한 영향을 주는 것으로 조사되었으며, 브랜드 이미지(${\beta}=.217$)는 고객만족도에 유의한 영향을 주는 것으로 나타났다. 이러한 결과를 통해 비언어적 커뮤니케이션은 브랜드 이미지에 영향을 미치며, 결과적으로 고객만족도에 긍정적인 영향을 미치는 것을 확인할 수 있었다. 한편, 비언어적 커뮤니케이션과 고객만족도와의 인과관계에서 브랜드 이미지는 부분적으로 매개역할을 하는 것으로 조사되었다.

Keywords

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