외식산업의 글로벌화와 더불어 급속하게 성장한 패밀리레스토랑은 중요한 외식 문화의하나로 위치해 있다. 외식시장은 빠르고 가파른 성장을 이루었으며, 전 세계적으로 장기적인 불황에도 불구하고 지속적으로 성장한 결과 업체 간 경쟁이 치열해 지고 운영에서도 어려움에 직면해 있다. 패밀리레스토랑이 양적 팽창에 집중함으로써 늘어난 매장수로 인해 치열한 경쟁도구를 갖게 되었고(유영진 · 송정선, 2010), 이러한 환경에서 외식업체의 하나인패밀리레스토랑은 장기적인 경쟁우위를 확보하기 위하여 경쟁력 강화를 위한 다양한 경영활동 및 마케팅 전략이 필요시 되고 있다.
This study is to find out non verbal communication factors of family restaurants and to clarify the effects of each factor on brand image and brand trust. The analyses show that there are four non verbal communication factors of family restaurants: body language, space language, intent language and physical appearances. In the relationship between non verbal communication and brand image, the four non verbal communication factors all have influences on brand image. Of all, body language has the most effect on brand image and is followed by space language, intent language and physical appearances in the effect on brand image. In the relationship between non verbal communication and brand trust, only body language and physical appearances except space language and intent language have influences on brand trust. Brand image has significant impact on brand trust. Space language and intent language out of the four non verbal communication factors have no direct effect on brand trust, but they have indirect effect on brand trust through brand image.
