Presentation topic Role of nonverbal communication in service encounters .
Communication It is the process of sending, giving, or exchanging information and ideas. Types of communication Verbal Non verbal
Types of communication Verbal communication is the communication with words. Non verbal communication is without words.
Abstract (summary)The verbal components of service hasbeen Investigated ,but the non verbal aspects of employee and customer is unexplored So the purpose of my presentation is the importance ofemployees nonverbal communication during service.
Interaction Interaction between service employee and customer. It is critical part of service delivery because Its elements impact the customers evaluation of service consumption experience. the service encounter based on the nature of their Interaction with employee. Spend considerable effort identifying employee behaviour that generated good responses from Customer .
Positive influence Its is employees display of some affective characteristics like; Friendliness Enthusiasm Responsiveness It depend on experience and service quality. The non verbal communication is 70% of all The communication.
Scarcity of research Service employees nonverbal behaviour remains virtually unexplored despite its importance with respect to out come of service. Lacking of interpersonal interaction ( like ATM machines) Majority have interpersonal interaction. (like travel, dining, hotel, health care, physical fitness) This help out for the investigation of non verbal communication.
A managerial view point Manager should know about the..... Degree of friendliness, credibility, trustworthiness related to customers. Interaction with customer. Impact of nonverbal communication on customer. He should train the employee to utilize nonverbal cues more effectively for the positive response from the customers.
INVESTIGATION In the investigation we examine the employees behavior. It seems that dissatisfaction of the employees behavior lead customer to unpleasant or displeasing nonverbal behavior. Nonverbal cues play a signification role in shaping receiver perception of communication credibility by: Persuasive power Courtesy Interpersonal
INTERPERSONALCOMMUNICATION PROCESS Past research of sociology and physiology help us to understand better how services customer are likely to process employee nonverbal communication. The customer emotional states and other traits are also observe Thorley. They must be attribution about the nature f the sender traits and states. The manner in which individuals learn nonverbal is similar to how the learn vocal language.
A CONCEPTUAL MODEL It is a guide or discussion we are use the conceptual model to highlight the nonverbal communication in services. The modal suggest both verbal or nonverbal communication between the employee and customer. These are some types of nonverbal communication: Paralanguage Kinetics Physical appearance Proxemics It further suggest that regard is given by the customer in response to the services provided by the employee.
CUSTOMERS EVALUATIONS VARY Pleasing nonverbal cues producing positive effect may encourage customer to associate positive characteristics with services provide. Unpleasant nonverbal cues put negative are like to cause customers to view service in negative manner. Customer are likely to observer whatever service provide with favorable manner in positive nonverbal cues.
Types of nonverbalcommunication KINESICS(BODY LANGUAGE) In body language (eye contact, nodding, hand shaking and smiling )all the powerful nonverbal sign in interpersonal interaction are included. All the body movement did not have same meaning, several body movement tend to Convey similar meaning .
EYE CONTACT Eye contact is important with respect to its effect on perception and interpersonal relations. The communicators credibly more favorable with long eye contact . Eye contact his increase likeability believed and satisfaction .
Interpersonal warmth It help out to build satisfying relationship between service employee and customer. It is more effectively communicated through nonverbal communication. Smiling emerged is most effective indicator of interpersonal warmth. The absence of facial expression and body movement ,include smiling, considered an indication f negative effect and lack of warmth and friendliness.
Kinesis cues in professionalservice situations Kinesics cues build satisfying relationships at various stages of service delivery Kinesics cues also have huge impact in professional service situations In short kinesics cues enhances customer perception of friendliness,trust,courtesy and credibility
PARALANGUAGE(paralinguistic ) Multitude of non verbal communication It includes:• Vocal qualities• Vocal loudness• Vocal Pitch• Vocal Volume• Pauses• Argyle et ALs(1970) found that “not only what you say, but how you say it also matters”.
Importance of paralanguage Fluent speech that is free of long pauses, hesitation and repetition is considered more credible(Erickson et al.,1978) Theorists classified speech delivery patterns into two style: Controversial style Public speaking style Speaker rated these two styles as trustworthy,kind,warm,friendly and pleasant
Proxemics or spacelanguage Study of space and distance: Edward hall four space zones: Intimate zone-0-18ft Personal zone-4-18ft Social zone-4-12ft Public zone-12ft and and as far as one can hear or see.
Touch An element of proxemics,The meaning conveyed from touch is dependent upon the context of situation and the relationship between communicator. Touch enhances one’s interpersonal involvement, positive effect, social attachment and intimacy.”(price t al.,1995) An effective tool to display friendliness and empathy and it’s best illustrated with health care services.
Physical appearance Physical appearance isanother nonverbal element which is important to Determine the interpersonal interaction. Several service organization have policies regarding to the physical appearance.
Physical attraction An element of physical appearance that particularly relevant to the service situation is physical attractiveness. Physically attractive communicators are more persuasive ,successful in changing attitude and being more friendly then less attractive communicator. These are more warmer more poised and more skilled. It is important factor during initial encounter. This led people to associate attractiveness with favorable characteristics like friendliness , sociability The physical attractiveness will significantly effect customer positively with the perception of credibility, friendliness, competence.
Appropriate dress codes The physical appearance of service providers can be enhanced by employing appropriate dress code. It is identify with the organization and enhance the appearance of employee. Darker suits create a perception of dominance and authority. Light suits are associated with friendliness. Solid white shirts show credibility. Worm colors create perceptions of dominance. Cool colors create friendliness and warmth
Credence _based services Nonverbal communication is also particularly important when customers attempt to evaluate credence based services. The employee understand the nonverbal aspects of communication in shaping customers evaluations. Educate service employees to attend their nonverbal cues when interacting with customer.
Continuous feedback It consist of : Modify service Educate service Examine the manner
periodic surveySurvey A detailed study ofdata on attitudes,impressions, opinions, satisfaction level, etc., by polling a section of the population. Periodic It means Appearing or occurring at intervals or occurring repeatedly from time to time.
periodic survey Everyone takes surveys. Whoever makes a statement about human behavior has engaged in a survey of some sort after a specific time period or any time period. Mostly makes it every year, after 2 years & after 4 years. It depends on the company or organization. By periodic survey we can asses the customer’s perceptions about non verbal behavior of service employees. We can achieve the desired level of customer satisfaction & service quality. In addition to surveys, mystery shoppers are used to estimate the nonverbal behavior of employee. The mystery shoppers may be used a standardized form to note their observations of an of an employee’s specific nonverbal behaviors. Encourage Employees to adopt the recommended changes in nonverbal behavior by providing positive reinforcements for adaptation.
Sundaram and webster point of view Sundaram and Webster examine the following nonverbal cues: Kinesics: - body movement. Paralanguage: - related to speech & voice. Proxemics: - the use of touch. Physical Appearance
The effects of nonverbal cues on customer The author suggest that: Smiling:- light laughter. Head nodding:- move your head in way of yes. 3) Frequent eye contact:- show that you in contact. 4) Hand shaking 5) Faster pitch rate 6) Usage of touch 7) The color & intensity of the cloths.
Suggestions Author suggest that service manager should do Impotent Sensitive to no verbal cues Continuous feedback Offer voice training Employees manners of dress Conduct periodic surveys Provide incentive