호텔직원의 비언어적 커뮤니케이션이직원평가와 고객만족 및 충성도에 미치는 영향

Nonverbal communication such as facial expressions, postures and gestures can make a difference in customersatisfaction and loyalty. It is also directly connected to the company's profit. As a method of promotion, nonverbalcommunication has been used as a key element of differentiation among other hotels. The purposes of this study were to (1) investigate the relationship between nonverbal communication and thesignificance of employee evaluation and (2) suggest marketing implications based on the result. This study wasanalyzed using a questionnaire based on literature reviews and the variables derived from prior studies. Path analysiswas used to test the total of 8 hypotheses. Also, Chi-square verification was used to identify the differences by typesof customers. According to these results, following suggestions can be made;a. Body language and appearance are the most important factors in nonverbal communication. So, hoteladministrators should have a program for improving these skills. b. This study shows that auditory language has no impact on the relations between nonverbal communication andcustomer satisfaction. For this reason, hotels should maintain high standards of tangible and intangible assets suchas employees' postures, appearances, gestures, interiors, and hotel facilities. The limitation of this study is that the data were collected in five-star hotels in Seoul only. Also, it did notconsider the differences between room and F&B divisions. For this reason, future studies should investigate thedifferences between theses two divisions.