Relationships among Non-verbal Behaviors, Emotional Evaluation, Customer Satisfaction and Behavioral Intention: Focusing on Service Corporations

The purpose of this study is to examine the casual relationships among non-verbal behaviors, emotional evaluation, customer satisfaction and behavioral intention. This study employed a questionnaire survey to test the hypotheses. A total of 285 employees working at service corporations participated in the survey, 265 data were used for statistical analysis after the elimination of inadequate samples.
The results of this study are as follows. First, non-verbal behaviors(kinesics, proxemics, physical appearance) were positively related to emotional evaluation. Second, emotional evaluation was positively related to customer satisfaction and behavioral intention. Third, customer satisfaction was positively related to behavioral intention. Finally, the summary, implications and limitations of the results with the future tasks were suggested.