Effect Of Body Language Cues In A Family Restaurant
Christopher Philip
Nonverbal communication, including postures, facial expressions and gestures are often said to be a more accurate representation of underlying emotion. However, we usually take the nonverbal communication for granted and put greater weight on what we say verbally.
In a study conducted by Korean researchers Hyo Sun Jung and Hye Hyun Yoon College of Hotel & Tourism Management, Kyung Hee University it was postulated that nonverbal behaviour was significant in how the customers operating in a small family restaurant would react to the employees, and more importantly, how they would report their overall satisfaction.
Four main hypothesis emerged prior to the study:
Hypothesis 1. The perception of employee’s nonverbal communication (kinesics, proxemics, paralanguagec, physical appearance) is positively related to the positive emotions of customers.
Hypothesis 2. The perception of employee’s nonverbal communication (kinesics, proxemics, paralanguage, physical appearance) is negatively related to the negative emotions of customers.
Hypothesis 3. The positive emotion of customers is positively related to customer satisfaction.
Hypothesis 4. The negative emotion of customers is negatively related to customer satisfaction.
The roots of the hypothesis stem from the believe that nonverbal communication can be conveyed more accurately than spoken language and reduce potential problems such as conflict.
Data was collected from surveys issues in the Korean restaurant over the course of a one month period in 2019.
The questionnaire assessed three broad areas including a) Nonverbal communication consisting of kinesics, proxemics, paralanguage, and physical appearance b) Emotional responses including “positive” and “negative” and finally c) Customer satisfaction which was defined as the level with which the customer received what they were promised.
Study Results And Discussion
The results showed that nonverbal communication expressed by the employees had a direct and indirect effect on customers’ emotional responses and satisfaction. Namely, kinesics and proxemics were the most prominent factors in determining customer satisfaction. To translate this numerically, the study says that it accounted for 68% of overall level of satisfaction.
Kinesics and paralanguage cues affected customer’s negative emotions whereas kinesics and proxemics have a significant effect on customer’s positive emotions.
In other words, the make-it-or-break-it for positive emotions comes from kinesics and proxemics, whereas the negative emotions come from kinesics or paralanguage.
Said another way, an employee might use touch or say something inappropriately to create negative emotions or might use touch or proxemics to create positive emotions.
“This means that when employees serve customers in a nice and gentle way and keep a proper distance, customers experience favorable, positive emotions,” say the researchers in their paper. “Customers tend to take for granted that employees should serve them in an articulate, gentle voice, so they do not feel positive emotions even if employees do so; however, if employees fail to do so, customers feel negative emotions.”
They continue, “In particular, customers think that employees should talk at a proper speed and in an articulate, gentle voice. When a service is provided, if this paralanguage is properly used, customers are not aware that it is proper, but if improperly used, they show negative responses.”
When the employees use proper kinesics such as proper friendly gestures including, for example, head nodding, customers rated them favourably, but when they were rude or didn’t show that they were listening, they experienced negative emotions.
Overall, however, it is important to note that kinesics, proxemics and paralanguage cues are all closely related to customers’ emotions as a whole.
Additionally, how customers feel, positive or negative, is determined by their level of satisfaction.
No effect was found with respect to physical attractiveness suggesting that something else is at stake in a family business other than tangible products. It may be that in service, it is the intangible that matters more.
Drawing Conclusions
With this knowledge the authors suggest that “employees need to be trained to show kind attitudes towards customers and keep a proper distance when serving so that customers feel comfortable. Service providers should maintain polite and positive attitudes for customers not to experience negative emotions, and, in terms of paralanguage, such as speech speed, voice tone and pronunciation, they should carefully communicate with customers so that they do not feel uncomfortable.”
The researchers continue by saying that it is not important to be perfect, but rather to be cognoscente to the factors involved in doing a proper job.
A manager in a business should make his employees understand that a smile and bright expression, using proper nodding, using effective gestures and good approach will go a long way in creating positive emotions and positive experiences in customers.
To be effective in sales, one should be versed in proper kinesics, proxemics and paralanguage cues including voice pitch and tone.
These can be done with the help of training programs which include both verbal and nonverbal communication.
When effectively used, proper nonverbal expressions create prosperous businesses with more satisfied clients who are more likely to become repeat clients.
Image Credit: Jirka Matousek
Resources
Sun Jung, Hyo Sun and Hye Hyun Yoon. The Effects of Nonverbal Communication of Employees in the Family Restaurant Upon Customers’ Emotional Responses and Customer Satisfaction. International Journal of Hospitality Management. 2019. 30: 542-550.