안경사의 비언어적 의사전달이 서비스 품질에 미치는 영향

The purpose of this study is to present the status of non - verbal communication and to evaluate consumer 's opinion about it. Non-verbal communication was classified into physical language, spatial language, pseudo - language, and appearance language. Service quality was classified into tangibility, reliability, reactivity, assurance, and empathy according to the purpose of visiting the optician. We surveyed consumers who visited the optometrists in Seoul and analyzed the responses with the IBM SPSS Statistic 22 program. As a result, the body language and the phonetic language of the optician were evaluated relatively low compared with the spatial language and the appearance language. In service quality, confidence and responsiveness were rated low for most visits. The body language and physician language of the optician showed a relatively positive correlation with service quality, customer satisfaction, and repurchase intention. In this study, we conclude that Non-verbal communication has a significant effect on service quality, customer satisfaction and repurchase intention. Therefore, education of physician 's body language and physician language should be strengthened to improve customer satisfaction as well as repurchase intention.