서비스강사의 언어적/비언어적 커뮤니케이션이 수강생의 몰입과 재수강 의도에 미치는 영향

Abstract

In the midst of severe competition in the service industry sector, to maintain its survival and development while securing competitive advantage in addition to the price competition, marketing strategy is focused to differentiate service based on unique service of their company. To achieve such differentiated strategy, the capability of staff communication dealing with customer at contact point will influence as an important factor to the commitment or repurchase intention of customer. Thus, the starting point of this study is made by whom and how the plan is to be established for effective training to obtain customer satisfaction, and performance of the company, and to improve image with the company whom the importance of service is recognized but not yet have system in such service training. In line with increased weight and importance of service industry, to enhance company image and create value at contact point through customer satisfaction by providing excellent quality of service and maintains of it and for which to confirm relationship that influence of the verbal or non-verbal communication by the management and training of contact staff the commit and intention to re-enrollment of class based on which the control effect is to be confirmed in accordance with gender congruence between lecturer and student. In this connection, by refreshing the concept of verbal or non-verbal communication of the service lecture, profitable information is to be provided for marketing activity in service industry and customer satisfaction while the method to use strategical usage of specified communication of employee in the future is to be presented. First of all, existing performances of study have been referenced regarding verbal or non-verbal communication commitment and intention to re-enroll of class, and based on such study, a selection is implemented male and female lectures who has more than two years of lecturing experience of service, and 5 minutes video is produced and edited and actual study is implemented against those students who had watched such video. According to the study result, it was confirmed that there was a significance result to the commitment of student the truthfulness, expression of verbal or non-verbal communication of lecturer, and it also can be confirmed enhanced interest raises the intension to re-enroll of class. In addition, in line with gender congruence between lecturer and student, it is confirmed there is a difference between professional character and truthfulness. and the influence of professional character to the interest showed significance effect at the time gender is different between lecture and student rather than the same of such. In other word, it could be verified in the event gender is matched the higher professionality the higher of interest, and in the event gender is not matched the higher trustfulness the higher interest. Base on the result of this study, the development of verbal or non-verbal communication of service lecturer could be a factor to enhance competitiveness of the lecturer by creating interest and commitment to re-enroll of class therefore, the service lecturer should establish and manage analytical appraisal and training system, and such system could be a big help in creating revenue of the company through customer satisfaction. However, in this study, it may be noted that only few predictive variables has been considered and in producing video, limitation was existed in filming in the same video of both male and female lecturer. If the possibility is considered that the feeling or atmosphere can be varied depending on the mood, condition of the lecturer even though the video is filmed in the same place, same scenario, it may be mentioned that there appears to have scientific limit in applying this study to the respective industry.