A Study on the Relationship Between Interpersonal Verbal & Nonverbal Communication and Customer Satisfaction in Service: An Example of Costco in Taiwan

• Main Authors: Cu-You Chen, 陳促佑
• Other Authors: Cedric Hsi-Jui Wu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/02991434473448376513

碩士 === 國立東華大學 === 企業管理學系 === 99 === In this process, service provider and customer between influence on customer comes from many sources of communication, including some verbal and many others nonverbal (Hornik, 1992), but the related research and discussion were less evidence of research data. This research will discuss the influence between interpersonal verbal and nonverbal communication on customer satisfaction, extend the conceptual structure of Jung and Yoon (2010), moreover, this study adds some constructs in influencing customer’s positive affect, such as: verbal communication and service environment. Further, this study proposes the hypothetical model, including employee nonverbal communication, employee verbal communication, other customer nonverbal communication, other customer verbal communication, servicescape, customer positive affect, and customer satisfaction. Survey samples of this study were taken from the customers of Costco in Taiwan, which carries on questionnaire investigation. In this study, a total of 520 valid questionnaires, followed by use Structural Equation Modeling (SEM) to verify and explain the relationship among the constructs. Through statistical analysis of data to gain the outcome of hypotheses test, the relationships are separately explained as follows: 1.Employees’ kinesics and employees’ physical appearance have significantly positive effects on customer positive affect. Besides, Employees’ proxemics and employees’ paralanguage have significantly positive effects on customer satisfaction. 2.Employee verbal communication has significantly positive effect on customer satisfaction. 3.Other customer’ paralanguage has significantly positive effect on customer positive affect. Besides, Other customer’ kinesics has significantly positive effect on customer satisfaction. 4.Other customer verbal communication has significantly positive effect on customer positive affect and customer satisfaction. 5.Service environment has significantly positive effect on customer positive affect and customer satisfaction. 6.Customer positive affect has significantly positive effect on customer satisfaction.