Effects of Salespersons’ Verbal and Nonverbal Communication in Beauty Service Encounters on Brand Image and Store Loyalty

Abstract

Purpose: This study investigated the effect of salespersons’ verbal and nonverbal communication in beauty-service encounters on customers’ store loyalty, focusing on the mediating effect of brand image.Methods: Analyses were conducted by employing the Statistical Package for the Social Sciences program to investigate how salespersons’ verbal and nonverbal communication in beauty-service encounters affect customers’ store loyalty and brand image.Results: Verbal and nonverbal communication of salespersons in beauty-service encounters were found to positively influence brand image and customers’ store loyalty. In particular, beautyservice salespersons’ kinesics and paralanguage was identified to have a significant effect on store loyalty through brand image.Conclusion: When customers positively perceive beauty-service salespersons’ verbal and nonverbal communication, they will be satisfied with the beauty service; therefore, education and management in verbal and nonverbal communication is required. Accordingly, if beauty-service salespersons make an effort to boost confidence; wear neat and fashionable clothes; and maintain eye contact, positive facial expressions, and gestures, they will increase a store’s brand image and customers’ store loyalty.