항공사 객실서비스접점에서의 언어적・비언어적 커뮤니케이션, 고객의 감정반응, 고객만족 간의 관계에 관한 연구

The purpose of this study is to investigate the relationship among verbal and non-verbal communication, customers’ emotional response, and customer satisfaction at the moment of services in an airline. In order to achieve this purpose, the survey was conducted at the Kimhae and Kimpo international airports in May 2018, which targeted customers whom experienced domestic airline services within the past six months. A total of 332 usable samples were included for the analysis including frequency analysis factor analysis, reliability, and regression analysis using SPSS 20.0. The results of the analysis are as follows. First, customers recognize verbal from non-verbal communication differently at the airline service encounters. However, kinesics, which is one of the non-verbal communication, was not separated from verbal communication. Secondly, non-verbal communication of a service provider significantly influences both customers’ positive and negative emotional responses, but verbal communication impacts only positive emotional response. Thirdly, customers’ emotional responses significantly influence customer satisfaction. From these results, it is recommended to manage and educate airline service providers to provides more appropriate non-verbal communication. Also, the results suggest to develop the marketing strategies to satisfy their customers with increased positive emotional responses through verbal and non-verbal communication.