Journal of the Korean Society of Cosmetology 2017;23(1):198-210.
Published online February 28, 2017.
서비스 판매원의 커뮤니케이션 스타일이 고객 재방문 의도에 미치는 영향에 관한 연구
윤해심, 양석준
A Study on the Effect of Salesperson`s Communication Style on the Customer`s Revisit Intention - Focused on the Nail salon Industry -
Hae-sim Yoon, Suk-joon Yang
Abstract
This study aims to provide academic data for the effective communication of nail art service providers by analyzing the effect of the nail art service employees` communication style on trust, relationship commitment and revisit intention of customers. The communication style was classified into five types such as professional type, control type, trust type, cooperative type, and reflective type, and through examining the parameters such as trust and relationship commitment, the effect of communication style on the revisit intention was investigated. As the results of the study, it was indicated that the professional type communication, of five types, does not affect the relationship of trust and relationship commitment, and the control type communication has a negative effect on trust. It was also indicated that the communications of trust type, cooperative type and reflective type directly or indirectly affect on trust and relationship commitment, both of which affect on the revisit intention of customers. The implication of this study is to have summarized the context regarding the communication style that has been being discussed in various ways to five types. Finally, in view of practical significance, this study examined the validity and reliability of these types, expanded the research on the communication style to the nail art service industry, and prepared guidelines for nail art service employees to provide more effective services by clarifying which communication types are important in the nail art industry.
Key Words: Communication Style, Nail Art Service, Trust, Relationship Commitment, Revisit Intention


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