항공사 객실 승무원의 비언어적 커뮤니케이션과 고객 접점 인적 서비스 품질이 고객 만족과 브랜드 태도에 미치는 영향

The Impact of Encounter Service Quality in Relation to Nonverbal Communication of Flight Attendant on Brand Attitude and Customer Satisfaction

This study investigated flight attendant service quality as perceived by air passengers. Analysed in specific was the variable of impact of service encounter quality and its weighted impact when also considering a multitude of service quality considerations perceived by passengers when using airlines. In this aim, the study analyzed the effects of non-verbal communications between flight attendant on factors, such as service encounter quality, brand attitudes, and ingredients for customer satisfaction. Data were collected from 450 international passengers at Incheon International Airport in April 2009. The research results are as follows: Firstly, spatial language factors, namely, ‘reliability’ out of non-verbal communication feedback amongst flight attendant, had the strongest effect on the satisfaction of expectation. Secondly, kinesics, competence, friendliness, reliability and politeness also showed positive effect on the satisfaction of use. Lastly, that variances between encounter service quality and satisfaction could be attributed to passengers' nationality.