호텔기업 종사원의 비언어적 커뮤니케이션이 관계의 질, 긍정적 구전 및 재방문의도에 미치는 영향

This research aims to investigate the relative importance of four aspects (Kinesics, Proxemics, Paralanguage, and Appearance) on the basis of two sub-factors - trust and customer satisfaction - of relationship quality, in determining customer"s positive word-of-mouth and revisit intention. In order to investigate the relationship, a survey was distributed to customers who have visited luxury hotels in Seoul, from April 4th to 20th, 2016. Total 350 questionnaires were handed out and 328 questionnaires were collected, of which 285 questionnaires were valid and used to run hypothesis test. The Path Analysis method was used to test hypothesis by applying AMOSS software, in order to find out the relationships among such variables as non-verbal communications, relationship quality, positive word-of-month, and revisit intention. This study found that the four factors (Kinesics, Proxemics, Paralanguage, and Appearance) of non-verbal communication in luxury hotel services have a significant relationship with trust and customer satisfaction, as well as a positive impact on word-of-mouth and revisit intention. This research emphasizes that 1) Appearance and Paralanguage have the most significant impact on the trust of relationship quality, while Proxemics has the most significant influence on customer satisfaction; 2) trust of relationship quality has greater influence on establishment of positive word-of-mouth effects, while customer satisfaction has the greater influence on hotel revisit intention in the future. Consequently, it is necessary for luxury hotels to consider the importance of non-verbal communications in order to efficiently establish customers" word-of-mouth and increase revisit intention by maintaining good relationship quality with customers. Implications and limitations of this study were also discussed.