The Effect of Verbal Communication and Non-Verbal Communication of Korean Leisure Companies on Customer Satisfaction and Loyalty: Based on the Caddies' Service of Golf Courses
Authors:   Asia-Europe Perspective Association, Song Jae-Hoon , Lee Byung-Kwan 
Published: June 2018

As part of an effort to enhance the relationship with customers, companies are constantly trying to improve the quality of communication. Golf course businesses, more than any other industry, require smooth communication with customers, and the service for the customers in contact, in particular, plays a crucial role in determining customer satisfaction. Therefore, this research aims to find out how the communication skills of a caddies', who acts as an assistance for, and, therefore, closely works with, a customer playing golf, affect customer satisfaction; and also if customer satisfaction has any correlation with customer loyalty. In addition, we explored which type-verbal or non-verbal-of communication has bigger impact. The survey was conducted based on the golf courses and their customers in Seoul, Gyeonggido, and Chungcheongdo, and total 309 data were used for the final analysis. Also, regression analysis was adopted to verify the hypotheses. We have thus arrived at significant conclusions: first, the first hypothesis was supported by the finding that caddies' verbal communication plays an important role in improving the customer satisfaction. The result suggests that caddies' at a golf course should develop the quality of verbal communication when serving a customer, and especially by making clear verbal expressions so that the customer would fully understand. Therefore, a caddies' should provide the customer with accurate and professional verbal information on the golf course during the game, and be able to actively respond to abrupt questions and conversations depending on the circumstances. The manager of the golf course, therefore, will have to offer regular training for caddies' regarding effective verbal communication with customers, rather than leaving it to the caddies' themselves, and also prepare programs that will help the caddies' to improve professional knowledge and qualities. Second, in terms of the non-verbal communication of caddies', kinesics and physical appearance were found effective in improving customer satisfaction. Kinesics, in particular, turned out to have the biggest influence, partly supporting the hypothesis 2. Among the staff at a golf course, caddies' spend the most time with a customer, which explains why they should realize that not only verbal communication but their attitude, appearance, and demeanor can affect the player. The previous research also put emphasis on the close correlation between non-verbal communication and customer satisfaction, since genial expression and appropriate gesture project credibility and friendliness to a customer, whereas tilted posture, blank expression and unkempt dressing can be unpleasant to them. By recognizing the significance of caddies’ non-verbal communication, the managers of a golf course should develop guidelines regarding the caddies’ kinesics and appearance-such as posture, attitude, and dressing-and apply those in training programs. Third, the study showed that customer satisfaction at a gold course contributes to customer loyalty, supporting the hypothesis 3. Unlike in the past, the golf courses these days realize marketing for customer satisfaction is essential, and those who put more effort in various marketing strategies increase the customer loyalty, hence, the membership fees. Hence, the managers should try to adopt responsive attitude and improve service quality for the customers. There is a need for professional response to caddies' training, because, although it is only part of the management of a golf course, caddies' service has huge impact on the customers. In conclusion, in terms of caddies' service at a golf course, communication is a significant factor in raising customer satisfaction.