비언어적 커뮤니케이션이 고객의 감정적 반응과 행동의도에 미치는 영향연구

Abstract

항공사와 같은 서비스 기반 기업의 경우, 종사원의 커뮤니케이션 스킬은 성공적인 경영의 지표가 된다. 왜냐하면 고객은 직원과의 커뮤니케이션을 통해 인적 서비스 품질을 평가하고 추후 행동을 결정짓기 때문이다. 특히 비언어적 커뮤니케이션은 서비스 접점에서 언어적 커뮤니케이션 이상의 기능을 갖는 요인으로서 고객의 다양한 감정을 유발하는 잠재력을 가지고 있다. 그럼에도 불구하고 비언어적 커뮤니케이션을 감정적 반응에 영향을 미치는 선행변수로서 집중적으로 살펴본 연구는 매우 미흡하다. 이에 따라 본 연구는 항공사 직원의 비언어적 커뮤니케이션, 고객의 감정적 반응, 행동의도의 인과관계를 밝히는 것을 목적으로 진행되었다. 먼저, 비언어적 커뮤니케이션과 감정적 반응, 행동의도에 관한 선행 연구 고찰을 통해 가설을 수립하였고, 설문 조사를 통한 통계적 분석으로 결과를 도출하였다. 분석 결과, 서비스 접점에서 항공사 직원의 비언어적 커뮤니케이션은 신체언어(kinesics), 공간적 행위(proxemics), 의사언어(paralanguage), 신체적 외형(physical appearance)으로 구분되었다. 그리고 이 중 신체언어, 의사언어, 신체적 외형이 고객의 감정적 반응에 영향을 미치는 요인으로 나타났다. 또한 항공사 직원의 비언어적 커뮤니케이션 서비스를 통해 유발된 고객의 감정적 반응 역시 행동의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 항공사 직원의 비언어적 커뮤니케이션이 고객의 감정적 반응과 행동의도에 미치는 영향관계를 규명함으로서 그동안 간과되었던 비언어적 커뮤니케이션의 영향력을 학문적으로 증명하였다. 또한 관광 기업의 서비스 마케팅과 인적 서비스 교육의 측면에 실무적인 시사점을 제시한다.|In case of service-oriented companies like airlines, employees’ communication skills are a barometer for successful management. Because customers evaluate human quality of service then decide their behavior later through communication with employee. In particular, nonverbal communication is a factor which has more influence than verbal communication in service encounter. And it has potentialities evoking customers’ emotional responses in various way. Nevertheless, there is a lack of research focused on nonverbal communication as an antecedent variable affecting emotional responses. Therefore, this study aimed at investigating causal relationship among nonverbal communication of airline personnel, customers’ emotional responses and behavioral intention. First of all, hypothesis are formulated by reviewing of precedent literatures on nonverbal communication, emotional reponses and behavioral intention. Then produced results through a statistical analysis based on questionnaire survey. As a result of this study, the traits of nonverbal communication of airline personnel in service encounter has been divided into kinesics, proxemics, paralanguage and physical appearance. And it was found that kinesics, paralanguage and physical appearance among these affect customers’ emotional responses. Also, It was developed that the customers’ emotional responses affect behavioral intention. This study academically verified that the influence of nonverbal communication which has been passed over by investigating the effects of nonverbal communication on customers’ emotional responses and behavioral intention. And It presented practical suggestive points to service marketing part and employee training part of tourism business companies.; In case of service-oriented companies like airlines, employees’ communication skills are a barometer for successful management. Because customers evaluate human quality of service then decide their behavior later through communication with employee. In particular, nonverbal communication is a factor which has more influence than verbal communication in service encounter. And it has potentialities evoking customers’ emotional responses in various way. Nevertheless, there is a lack of research focused on nonverbal communication as an antecedent variable affecting emotional responses. Therefore, this study aimed at investigating causal relationship among nonverbal communication of airline personnel, customers’ emotional responses and behavioral intention. First of all, hypothesis are formulated by reviewing of precedent literatures on nonverbal communication, emotional reponses and behavioral intention. Then produced results through a statistical analysis based on questionnaire survey. As a result of this study, the traits of nonverbal communication of airline personnel in service encounter has been divided into kinesics, proxemics, paralanguage and physical appearance. And it was found that kinesics, paralanguage and physical appearance among these affect customers’ emotional responses. Also, It was developed that the customers’ emotional responses affect behavioral intention. This study academically verified that the influence of nonverbal communication which has been passed over by investigating the effects of nonverbal communication on customers’ emotional responses and behavioral intention. And It presented practical suggestive points to service marketing part and employee training part of tourism business companies.