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This study is to verify the influence of salesperson's nonverbal communication on consumer emotions, and service quality in fashion shopping. This study sample is limited to Busan and Kyungnam Province's fashion shopping con- sumers. The responders included 239. Data were analyzed by frequency, factor analysis, and AMOS. As the results, kine- sics, proxemics, paralanguage, and physical appearance are a major influence on positive consumer emotions that influence service quality. Kinesics and proxemics are a major influence on negative consumer emotions; however, para- language, and physical appearance are not a major determinant to influence negative consumer emotions; in addition, there is a direct link between negative consumer emotions and service quality. Also, consumer emotions mediated the relationship between nonverbal communication and service quality. Therefore, fashion firms should train employee man- ners to ensure that nonverbal communication is important in service encounters.

The Effects of Salesperson's Nonverbal Communication on Consumer Emotions and Service Quality in Fashion Shopping