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KMID : 1011620100260030272
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Korean Journal of Food and Cookey Science
2010 Volume.26 No. 3 p.272 ~ p.280
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The Effects of Verbal and Nonverbal Communication of Service Providers in the Family Restaurant on the Customers’ Trust and Satisfaction
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정효선:Jung Hyo-Sun
윤혜현:Yoon Hye-Hyun
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Abstract
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The purpose of this study was to understand the interrelationships between the customers’ perception of verbal and nonverbal communication, customers’ trust and satisfaction in the family restaurant. Based on a total of 310 samples that were obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 2 hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model(SEM). The proposed model provided an adequate fit to the data, χ²=953.126 (df=417), p＜.001, CMIN/df 2.286, GFI .831, NFI .889, IFI .934, TLI .926, CFI .934. The results showed that employees" verbal communication (β=.264), paralanguage (β=.172) and physical appearance (β=.120) among the nonverbal communications had a significant positive effect on the customers’ trust. In addition, the customers’ trus t (β=.644) had a significant positive effect on the customer satisfaction. Limitations and future research directions are also discussed.
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KEYWORD
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verbal communication, nonverbal communication, service provider, family restaurant, trust, customersatisfaction
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