레스토랑 종사원의 비언어적 커뮤니케이션이 브랜드 이미지 및 충성도 간의 관계연구:프랜차이즈 레스토랑 소비자를 중심으로

This study has been designed to verify the relationships among non-verbal communication (kinesics, physical appearance, paralanguage, proxemics), brand image, and loyalty from franchise restaurant consumers. Modification of the preliminary questionnaires developed after a pilot test with 30 participants who have experienced in a franchise restaurant within in a month. The final survey was distributed to consumers for using individual survey method, and total 300 survey were distributed and 270 participants were collected The data was collected and analyzed by using the statistical-analysis program IBM SPSS 25.0 and AMOS 23.0. Results are shown that the non-verbal communication of the restaurant employees has a partial impact on the brand image and loyalty. Specifically, the proxemics and physical appearance have significant influence on brand image. In addition, the paralanguage and physical appearance have critical impact on customer loyalty. Furthermore, brand image influenced on customer loyalty. Based on these results, current study will contribute to improve the service quality of non-verbal communication and provide specific marketing strategic for franchise restaurant managers and companies.