초록

Most previous studies on communication have focused on verbal communication of service providers, it is true that communication occurs not simply in verbal aspects, but also in non-verbal dimensions. In social relations, in particular for those who cannot speak a language, non -verbal communication can be an important means of communication. Despite long history of studies on service provider's communication, sufficient studies integrating verbal and non -verbal communication have not been made. The purpose of this study was to closely examine what effects service providers' communication for medical service clients had on customer trust, customer satisfaction and long-term relationship. In addition, the study verified whether there were differences in the effects of two types of communication in the said research models on customer trust and looked into the moderation effect based on the degree of severity in services. The results of analysis were as below. First, verbal communication of service providers had significant effects on customer trust. Second, proxemics and physical appearance except for kinesics and paralanguage among non-verbal communicational dimensions had significant effects on customer trust. Third, in case of medical services, it has been found that non -verbal communication had greater effects on customer trust than verbal communication. Fourth, it has been noted that the degree of severity in services did not play a role as a moderation variable in the said research model.

키워드

Verbal communication, Non-verbal communication, Trust, Medical service

참고문헌(83)open

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