- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
Distribution Strategies for Service Delivery: Focus on Verbal and Non-verbal Communication at Counter Service Restaurants
- Downloaded
- Viewed
Abstract
Purpose: This study investigated the impact of staff verbal and non-verbal communication on consumer satisfaction and revisit intention. The study sought to identify differences in demographic and eating out characteristics on perceived verbal and non-verbal communication. Research design and methodology: This study used a survey method to collect data. The questionnaire asked about previous experience with verbal and non-verbal communication with staff at a counter service restaurant. The study measured degrees of perceived verbal and non-verbal communication. In addition, the effect of verbal and non-verbal communication on satisfaction and revisit intention was measured. The principal results: Results of ANOVA showed significant differences in monthly income on verbal communication and monthly income and budget for dining out on verbal and non-verbal communication. Both verbal and non-verbal communication affected satisfaction and revisit intention significantly with slightly more power of verbal communication than non-verbal communication. Major conclusions: Results of this study suggest that consumers are affected by both verbal and non-verbal communication. Staff communication is critical to increasing consumer satisfaction and revisit intention; hence, training staff in effective communication is necessary.
- keywords
- Service Distribution, Verbal Communication, Non-verbal Communication, Restaurant
Reference
Aksoydan, E. (2007). Hygiene factors influencing customers' choice of dining-out units: Findings from a study of university academic staff. Journal of Food Safety, 27(3), 300-316.
Alonso, A. D., & O'Neill, M. A. (2010). To what extent does restaurant kitchen design influence consumers’ eating out experience? An exploratory study. Journal of Retail & Leisure Property, 9(3), 231-246.
Azab, C., & Clark, T. (2017). Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery. Journal of Business Research, 72(March), 57-68.
Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and shopping intentions: The intervening effect of price fairness and perceived affect. Journal of Business Research, 56(7), 541-551.
Baker, M. A., & Kim, K. (2018). The role of language, appearance, and smile on perceptions of authenticity versus rapport. International Journal of Hospitality Management, 74(August ), 171-179.
Bellos, I., & Kavadias, S. (2019). When Should Customers Control Service Delivery? Implications for Service Design. Production & Operations Management, 28(4), 890-907.
Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54(2), 69-82.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57-71.
Cynthia, W., & Sundaram, D. S. (2009). Effect of service provider's communication style on customer satisfaction in professional services setting: the moderating role of criticality and service nature. Journal of Services Marketing, 23(2), 103-113.
Gabbott, M., & Hogg, G. (2001). The Role of Non-verbal Communication in Service Encounters: A Conceptual Framework. Journal of Marketing Management, 17(1-2), 5-26.
Gremler, D. D., & Gwinner, K. P. (2000). Customer-Employee Rapport in Service Relationships. Journal of Service Research, 3(1), 82-104.
Guéguen, N., & Jacob, C. (2005). The effect of touch on tipping: an evaluation in a French bar. International Journal of Hospitality Management, 24(2), 295-299.
Holmqvist, J., Van Vaerenbergh, Y., & Grönroos, C. (2017). Language use in services: Recent advances and directions for future research. Journal of Business Research, 72(March), 114-118.
Hornik, J. (1992). Tactile Stimulation and Consumer Response. Journal of Consumer Research, 19(3), 449-458.
Icht, M., Ben-David, N., & Mama, Y. (2021). Using Vocal Production to Improve Long-Term Verbal Memory in Adults with Intellectual Disability. Behavior Modification, 45(5), 715-739.
Islam, M. S., & Kirillova, K. (2020). Non-verbal communication in hospitality: At the intersection of religion and gender. International Journal of Hospitality Management, 84(January), 114-118.
Jacob, C., Guéguen, N., & Boulbry, G. (2014). Using verbal attention to enhance restaurant customer satisfaction and behavior. International Journal of Hospitality Management, 39(May), 50-52.
Jung, H. S., & Yoon, H. H. (2011). The effects of nonverbal communication of employees in the family restaurant upon customers’ emotional responses and customer satisfaction. International Journal of Hospitality Management, 30(3), 542-550.
Kathryn Frazer, W. (2000). Service behaviors that lead to satisfied customers. European Journal of Marketing, 34(3/4), 399-417.
Kim, K., & Baker, M. A. (2017). The Impacts of Service Provider Name, Ethnicity, and Menu Information on Perceived Authenticity and Behaviors. Cornell Hospitality Quarterly, 58(3), 312-318.
Leftwich, J., Barnett, J., Muncer, K., Shepherd, R., Raats, M. M., Gowland, M. H., & Lucas, J. S. (2011). The challenges for nut-allergic consumers of eating out. Clinical & Experimental Allergy, 41(2), 243-249.
Magnini, V. P., Miller, T., & Kim, B. (2011). The Psychological Effects of Foreign-Language Restaurant Signs on Potential Diners. Journal of Hospitality & Tourism Research, 35(1), 24-44.
Mansfield, C. E. B., M.H. (1987). Writing business letters and reports. Mission Hills. California: Glencoe Publishing Company.
Mehrabian, A. (1981). Silet messages: Wardsworth, Belmont, CA.
Riggio, R. B., Salinas, C., Riggio, H. R., & Cole, E. J. (2003). The Role of Social and Emotional Communication Skills in Leader Emergence and Effectiveness. Group Dynamics, 7(2), 83-103.
Sundar, A., Dinsmore, J. B., Paik, S.-H. W., & Kardes, F. R. (2017). Metaphorical communication, self-presentation, and consumer inference in service encounters. Journal of Business Research, 72(March), 136-146.
Tidd, K., & Lockard, J. (1978). Monetary significance of the affiliative smile: A case for reciprocal altruism. Bulletin of the Psychonomic Society, 11(6), 344-346.
Tsaur, S.-H., Luoh, H.-F., & Syue, S.-S. (2015). Positive emotions and behavioral intentions of customers in full-service restaurants: Does aesthetic labor matter? International Journal of Hospitality Management, 51(October), 115-126.
Van Vaerenbergh, Y., & Holmqvist, J. (2014). Examining the relationship between language divergence and word-of-mouth intentions. Journal of Business Research, 67(8), 1601-1608.
Wang, C.-Y., Miao, L., & Mattila, A. S. (2015). Customer responses to intercultural communication accommodation strategies in hospitality service encounters. International Journal of Hospitality Management, 51(October), 96-104.
Wong, I. A. (2013). Exploring customer equity and the role of service experience in the casino service encounter. International Journal of Hospitality Management, 32(March), 91-101.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations