커피전문점의 비언어적 커뮤니케이션이 브랜드 가치와 충성도에 미치는 영향: 프랜차이즈 커피전문점을 중심으로

This study was conducted to verify the influence of nonverbal communication attributes that can be recognized in restaurants on brand value and brand loyalty. The subjects of the study were 350 consumers who had experience of nonverbal communication attributes in restaurants within the past year. Total 325 respondents were used for statistical analysis after excluding 25 insincere respondents. For the research analysis, statistical programs SPSS 23.0 and AMOS 23.0 were employed, and demographic characteristics and general characteristics of respondents, reliability and validity verification, confirmatory factor analysis, and structural equation analysis were conducted. The results of the analysis showed that all four attributes of nonverbal communication in restaurants (body language, physical appearance, paralinguistics, and spatial behavior) had a significantly positive effect on brand value. Next, only spatial behavior and physical appearance had a significant effect on brand loyalty in the verification of the influence of nonverbal communication attributes and brand loyalty. In addition, this study verified that brand value has a significantly positive effect on brand loyalty. Based on these research results, the importance of nonverbal communication in restaurants was confirmed, and various academic and practical implications could be proposed based on this.