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- 저자 : ( Yongsuk Cha ) (검색결과 1 건)
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( Yongsuk Cha ),( Kim Dae Kyung ),( Kyungro Chang ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1
Purpose The behavior of people consists of verbal and non-verbal Communication expression. As sports center employees interact with customers in person, it is crucial for them to make use of effective communication skills as the best strategy to survive. Customers’ satisfaction and participating engagement would be improved if instructors’ trust is positively perceived through the proficient communication skills. Based on this background, the purpose of this study was to identify the effects of sports center instructors’ communication characteristics on instructors trust and participating engagement. In detail, this study divided verbal communication into expertise, vocabulary explanatory power, assertiveness, and empathy. Non-verbal communication was divided into paralanguage, kinesics, appearance and proxemics. These communication characteristics were analyzed to have impacts on instructors trust and participating engagement. Method: This study used a questionnaire to collect data from sports center customers participating programs. Among the total of 350 surveys collected, 300 data were used for analysis. The date was analyzed by PASW 18.0 by way of frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis and multiple regression analysis Result: There are five major findings below. First of all, verbal communication variables such as expertise, vocabulary explanatory power, assertiveness, and empathy had significant effects on instructors trust. Second, all the variables for verbal communication also had significant effects on participating engagement. Third, non-verbal communication variables such as paralanguage, kinesics, appearance and proxemics had significant effects on instructors trust. Fourth, all the variables for non-verbal communication also had significant effects on participating engagement. Fifth, sports center instructors trust had significant impacts on participating engagement. Conclusion: This study identified the fact that positive perception toward sports center instructors’ verbal and non-verbal communication increases instructor trust, which in turn affects the participating engagement. As the importance of sports industry has been increasing, sports centers should improve their positive image and create value by providing high quality service programs. In addition, instructors should not only use suitable both verbal and non-verbal communication skills but also improve their competitiveness themselves, which will have a key role on the relationship with customers.
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