뷰티서비스 종사자의 커뮤니케이션 유형과 재방문의도의 관계에서 라포의 매개효과 를 중심으로
Influence of Beauty Service Workers’ Communication Types on Revisit Intention with a Focus on the Mediating Effect of Rapport
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
목적: 본 연구는 뷰티서비스 종사자의 커뮤니케이션 유형이 라포 형성과 재방문의도에 미치는 영향을 검증해보고자 진행하였다. 방법: 수도권 미용실을 이용하는 대학생을 대상으로 자료를 수집하였고 Statistical Package for the Social Sciences (SPSS) 25.0을 이용하여 분석하였다. 분석방법은 빈도분석, 요인분석, 신뢰도분석, 회귀분석을 사용하였다. 결과: 뷰티서비스 종사자의 커뮤니케이션 유형은 라포 형성과 재방문의도에 긍정적인 영향을 미치는 것으로 나타났다. 특히 뷰티서비스 종사자의 언어적 커뮤니케이션은라포 형성을 통해 재방문의도에 유의한 영향을 미치는 것으로 나타났다. 결론: 뷰티서비스 종사자의 커뮤니케이션은 고객과의 라포형성에 긍정적인 영향을 미치므로 언어적 커뮤니케이션과 비언어적 커뮤니케이션에 대한 교육과 관리가 필요할 것이다. 또한 뷰티서비스 종사자의 언어적 커뮤니케이션은 라포 형성을 통해 재방문의도에 영향을 주는 변수임을 알 수 있다. 따라서 뷰티서비스 종사자의 배려하는 어휘 사용, 서비스에 대한 전문성, 복장, 시선처리, 태도 등에 대한 노력을 기울린다면 고객의 재방문의도를 높일수 있을 것이다.
Abstract
Purpose: This study aimed to verify the effect of the communication type of beauty service workers on the formation of rapport with customers and their revisit intention. Methods: Data were collected from university students regarding the use of beauty salons in the metropolitan area. They were then analyzed in SPSS 25.0 using frequency, factor, reliability, and regression analysis. Results: This study found that beauty service workers’ communication type positively affected rapport formation and revisit intention. Specifically, their verbal communication had a significant effect on revisit intention through the formation of rapport. Conclusion: Since beauty service workers’ communication positively affects the formation of rapport with customers, education in and the management of verbal and nonverbal communication is necessary. In addition, as verbal communication affects revisit intention through rapport formation, these workers should make efforts to use caring vocabulary, employ professionalism, and consider their clothes, gaze processing, and attitude.
참고문헌 (25)
- Buller MK, "Physicians’ communication style and patient satisfaction", Journal of Health and Social Behavior, 28, pp.375~388 (1987)
- Fornell C, "A national customer satisfaction barometer : The Swedish experience", Journal of Marketing, 56, pp.6~21 (1992)
- Gremler DD, "Customer-employee rapport in service relationships", Journal of Service Research, 3, pp.82~104 (2000)
- Gremler DD, "Generating positive word of mouth communication through customer employee relationships", International Journal of Service Industry Management, 12, pp.44~59 (2001)
- Gwinner K, "Relational benefits in services industries : the customer's perspective", Journal of the Academy of Marketing, 26, pp.101~114 (1998)
- Jeon JM, "The effect of employee’s communication characteristics on rapport formation and relationship quality", Journal of the Korea Academia-Industrial cooperation Society, 23, pp.279~289 (2022)
- Kim DK, "Relationship between the communication style, rapport and revisit intention of the coach of the golf practice range : a multi-group analysis of gender", Journal of Golf Studies, 14, pp.259~271 (2020)
- Kim HJ, "The influence of hairdressers’ communication skills on customer satisfaction and relationship continuity", Journal of The Korean Society of Beauty and Art, 24, pp.147~159 (2023)
- Kim MJ, "A study on the impact of nonverbal communication on customer satisfaction and word of mouth effect in the beauty service", Asian Journal of Beauty and Cosmetology, 8, pp.1~13 (2010)
- Kim WY, "The effects of verbal & non-verbal communication of service providers on brand image : focused on chain restaurant", Korean Journal of Hospitality and Tourism, 20, pp.69~88 (2011)
- Lee JY, "The effect of airline crew’s verbal and non-verbal communication on the rapport formation and customer trust", Journal of the Aviation Management Society of Korea, 19, pp.3~19 (2021)
- Lee SM, "The effect of the non-verbal communication of flight attendants on the customer satisfaction and revisit intention : The case study of the Chinese visitors to Korea", Northeast Asia Tourism Research, 12, pp.79~98 (2016)
- Norfolk T, "The role of empathy in establishing rapport in the consultation : a new model", Medical Education, 41, pp.690~697 (2007)
- Park SH, "The structural relationship among Yoga instructor’s communication type, rapport and intention to re-register", Journal of Physical Education, 61, pp.125~134 (2022)
- Park EY, "The effect of relationship benefits on relationship commitment and customer loyalty in the beauty service industry", Asian Journal of Beauty and Cosmetology, 21, pp.323~334 (2023)
- Park SJ, "Effects of salespersons’ verbal and nonverbal communication in beauty service encounters on brand image and store loyalty", Asian Journal of Beauty and Cosmetology, 21, pp.593~603 (2023)
- Park SJ, "Effects of beauty service workers’ image-making on customer satisfaction and revisit Intention", Asian Journal of Beauty and Cosmetology, 20, pp.261~271 (2022)
- Price LL, "Commercial friendships : service providerclient relationships in context", Journal of Marketing, 63, pp.38~56 (1999)
- Seo SO, "The effects of communication on customer satisfaction and reuse intention in beauty service", Journal of The Korea Society of Beauty and Art, 18, pp.632~642 (2012)
- Stock RM, "An attitude-behavior model of salespeople’s customer orientation", Journal of the Academy of Marketing Science, 33, pp.563~552 (2005)
- Sundaram DS, "The role of nonverbal communication in service encounters", Journal of Services Marketing, 14, pp.378~391 (2000)
- Yang JI, "The impact of airline cabin crews’ communication style on rapport, customer satisfaction, and long-term trade orientation", Journal of Tourism Enhancement, 8, pp.207~225 (2020)
- Yang JI, "The effects of airline cabin crews’ communication type on rapport and the quality of relationships with passengers", International Journal of Tourism and Hospitality Research, 33, pp.117~131 (2019)
- Yoo YJ, "The impact of service providers’s nonverbal communication on brand image, customer satisfaction, revisit intention : focused on fast food restaurants", The Journal of the Korea Contents Association, 18, pp.319~331 (2018)
- Zeithaml VA, "The behavioral consequences of service quality", Journal of Marketing, 60, pp.31~46 (1996)