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NTIS 바로가기한국조리학회지 = The Korean journal of culinary research, v.21 no.2, 2015년, pp.11 - 26
김영중 (동국대학교 호텔관광경영학부) , 전유정 (극동대학교 호텔관광경영학과)
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...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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비언어적 커뮤니케이션이란 무엇인가? | 비언어적 커뮤니케이션은 글과 입으로 말하는 언어외의 모든 자극과 반응을 통한 감정 소통의 상태로 (Barnum C․Wolniansky N 1989; Gabbott M․Hogg G 2003), 고객과 서비스 제공자의 심리적 거리를 줄여주어 언어적 커뮤니케이션을 원활히 하는데 도움을 준다(Sundaram DS․Webster C 2000). Gabbott M․Hogg G(2000)는 서비스 상황에서 종사원의 비언어적 커뮤니케이션은 종사원과 고객과의 관계를 형성하고, 개발하며, 유지하는 과정과 밀접한 관련이 있다고 하였고, Barnum C․Wolniansky N(1989)은 비언어적 커뮤니케이션은 언어적 표현을 하지 않고도 생각이나 감정을 전달할 수 있는 커뮤니케이션 방법이라고 하였다. | |
커피 전문점 종사원의 비언어적 커뮤니케이션이 부정적 영향을 끼칠 수 있는 이유는 무엇인가? | 한편, 커피전문점 종사원의 경우, 일반 서비스 판매원과 달리 적극적으로 고객에게 다양한 정보를 제공하고, 고객의 반응을 파악하는 것이 아니며, 일부 종사원을 제외한 모든 직원이 비정규직으로 구성되어 있어, 고객과의 상호작용이 어려울 수 있어 부정적인 커뮤니케이션을 초래할 수 있다. 부정적인 커뮤니케이션은 고객과 종사원 모두 감정적인 갈등을 초래하고, 향후의 관계지속에 부정적인 영향을 주게 된다(Kim SH 2007). | |
Kong OR․Lee HJ가 서비스 접점에서 고객과의 비언어적 커뮤니케이션이 중요하다고 한 이유는 무엇인가? | 더욱이 최근의 커피전문점은 커피를 마시기 위한 장소일 뿐만 아니라, 대인관계를 위해 혹은 개인의 즐거움, 쾌락, 감정적인 휴식을 위한 장소로 변화하고 있으며, 이로 인해 커피전문점을 방문하는 고객을 만족시키고, 마케팅 효율을 증대시키기 위해서는 종사원의 비언어적 커뮤니케이션이 중요하다고 할 수 있다(Park B Y․Beon KS 2013). Kong OR․Lee HJ(2009)는 서비스 접점에서 고객과의 효율적인 비언어적 커뮤니케이션은 친밀감과 유대감을 형성하며, 이는 단기적인 매출 증대와 더불어 장기적인 단골고객 확보로 이어질 수 있기 때문에 비언어적 커뮤니케이션이 중요하다고 하였다. |
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