외식기업의 비언어적 커뮤니케이션이 관계품질과 브랜드충성도에 미치는 영향

• 영문명: Effect of Non Verbal Communication Exercised by Restaurants on Relationship Quality and Brand Loyalty
• 발행기관: 한국관광학회
• 저자명: 金英圭 秋閏京
• 간행물 정보: 『관광학연구』제35권 제8호, 229~242쪽, 전체 14쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.10.31

영문 초록

Based on the previous study on the impact of non verbal communication, this study examined the relative importance of three different aspects of non-verbal communication(i..e, non verbal language, physical appearance, place atmosphere) in determining the relationship quality. It also tested the impact of relationship quality on the brand royalty. Data for this study were collected from 1195 people who were older than 20years and had used restaurants before and during the April 2011 in Daegu City. This study found that out of the three factors of non verbal communication in a restaurant service, non-verbal language such smile on face was the most important factor that determined the quality of relationship between customer and service provider. And, it was followed by physical appearance and place atmosphere. Finally, results showed that the respondents evaluation on the relationship quality made significant positive impact on their brand royalty. Implications and limitation of this study were also discussed.

목차

Ⅰ. 서론

Ⅱ. 문헌연구

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

비언어적 커뮤니케이션 관계품질 브랜드충성 브랜드 이미지 Non verbal communication Relationship quality Brand loyalty Brand image