수영지도자의 비언어적 커뮤니케이션, 감정반응, 고객만족, 장기적 관계지향성의 관계

Abstract

Purpose: The purpose of this study is to investigate the relationship between swimming instructors’ nonverbal communication and emotional response, customer satisfaction, and long-term relationship orientation BR Method: This study selected swimmers from five swimming pools in Busna and collected 437 samples through convenience sampling methods. The data from 412 people were used for the actual analysis, excluding those of 25 people whose answers were judged to be dishonest or inconsistent. For data analysis, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, simple regression analysis, and multiple regression analysis using the SPSS statistics 26.0 program. Based on the above methods and data analysis results, the results derived from this study are as follows.BR Results: First, the nonverbal communication of swimming instructors had a significant effect on emotional responses. Second, nonverbal communication of swimming instructors had a significant effect on customer satisfaction. Third, emotional responses had a significant effect on customer satisfaction. Fourth, emotional responses had a significant effect on long-term relationship orientation. Fifth, customer satisfaction had a significant effect on long-term relationship orientation.BR Conclusion: In summary, it shows that the active use of nonverbal communication by swim instructors can lead to long-term relationships in the future by increasing participants’ positive responses and satisfaction. Therefore, swimming instructors should actively utilize nonverbal communication to satisfy customer needs through continuous interaction with customers and seek ways to elicit positive emotions and satisfaction in customers.