30/10/15
NON VERBAL COMMUNICATION: SOME CUES FOR
SERVICE INTERFACES
Martina G.Gallarza PHD
DEPARTAMENTO DE COMERNCAILIZACIÓN E INVESTIGACION DE
MERCADOS.
UNIVERSIDAD DE VALÉNCIA
[email protected]
Bio sketch
Martina G.Gallarza
!
[email protected]
orcid.org/0000-0003-2461-1247
https://es.linkedin.com/in/martinagallarza/en
Martina G.Gallarza (BsC by ICADE; Ph. D by Universidad de Valencia).
She lectures in the Marketing Department of Universidad de Valéncia
(SPAIN), where she teaches Services Marketing and Consumer Bejaviour
at undergraduate and postgraduate level.
She has formerly taught at Universidad Católica de Valencia, where she
was Dean of the Business Faculty.
She has more than 40 papers published in national and international
journals on consumer behaviour, non-for-proffit marketing and tourism.
She is been visiting scholar at Columbia University (NYC), École
Supérieure de Commerce de Paris (ESCP), and Sassari Universty (Italy)
among others.
She is member of the Board of Directors of Pernod Ricard (France).
1
30/10/15
Session outline
1.  NVC: Concept, role and importance
2.  Areas of Non Verbal Communication
2.1. Kinesics
2.2. Proxemics
2.3. Morphopsychology
2.4. Paralanguage
2.5. Haptonomy
3. NVC and the service interface
1. NVC Concept, role and importance
6789393&(345(
!  3.-9:;;&-<&9-==>?@9AB-?&CD.->ED&;:?F@?E&A?F&
.:9:@G@?E&H-.FI:;;&=:;;AE:;&J:CH::?&K:-KI:L&&
!"#$%$&"'()(*+,*-(./01/2(345(
!  "#$%&'()*+(*,&-.&/0),1021&
!  34#5,6021&
!  6#437#3102#'#*%&
!  3(4('()*+(*,&
!  7(38#)#6%&
2
30/10/15
1. NVC Concept, role and importance
•  The content of a non formal communication
(communications of feelings and attitude) comes from:
–  Body language
55%
–  The voice
38%
Albert Merhabian
–  The meaning of the words 7%
U&4+',1&",V#4,&18(480)*&
! (&9-?B?E:?9M&9IA>;:N&O2&A?F&)O2&A.:&F@P9>IC&C-&;:KA.AC:!
! (G-@F&Q8D:&R:M&-<&;>99:;;S&I@C:.AC>.:!
! $-&?-C&I--R&<-.&Q(&>?@T>:&=:A?@?ES!
3.-A9BG:&:&@?C:.K.:CABG:&>;:&-<&)O2&
Intro to NVC
interpretation
1. NVC Concept, role and importance
:5973!9895(;$6"($8(345(
PSYCHOLOGY
ANTHROPOLOGY
SOCIOLOGY
OGY
ETHOLOGY
NON VERBAL
COMMUNICATION
UISTICS
LINGUISTICS
MIOT
SEMIOTICS
<*/2(-=/,2>-0-(/2(345(
SOCIOBIO
SOCIOBIOLOGY
Ray Birdwhistell
Albert Mehrabian
Edward T. Hall
Robert Rosenthal
Mark L. Knapp
3
30/10/15
1. NVC Concept, role and importance
WHY IS NVC IMPORTANT?
•  Non verbal signals are powerful: non verbal cues
primarily express inner feelings.
•  Non verbal messages are likely to be more
genuine because non verbal behavior cannot be
controlled as early as spoken words.
•  Non verbal signals can express feelings
inappropriate to state: social etiquette limits what
can be said, but nonverbal cues can communicate
thoughts.
When mixed messages occur, Non-Verbal
Communication becomes the primary tool people use
to attain additional information to clarify the
situation
1. NVC Concept, role and importance
When and for who
is NVC very
usefull?
4
30/10/15
1. NVC Concept, role and importance
When and for who is NVC very usefull?
1. NVC Concept, role and importance
5
30/10/15
Session outline
1.  NVC: Concept, role and importance
2.  Areas of Non Verbal Communication
2.1. Kinesics
2.2. Proxemics
2.3. Morphopsychology
2.4. Paralanguage
2.5. Haptonomy
3. NVC and the service interface
2. Areas of Non Verbal Communication
(@ABA(?937:95:(
?/2,-/=-'&;C>FM&A?F&F:9-=K-;@B-?&-<&J-FM&
IA?E>AE:&@?&F@W:.:?C&=:A?@?E<>I&>?@C;&&
19@:?B;C&:;B=AC:F&H:&9A?&=AR:&A?F&.:9-E?@X:&
A.->?F&YZ[\[[[&<A9@AI&:]K.:;;@-?;&
?937:95:(5$<#$373!:(
! (&7:!CD7:'&;>J;BC>B?E&-.&9-=KI:=:?B?E&&
!  &<$47<73!:(>KK:.&:]C.:=@B:;\&I-H:.&:]C.:=@B:;&&
! 8E59E%(7F#D7::9$3:N&;=@I:\&.A@;@?E&:M:J.-H\&^>;D&
! #$:!CD7N&;CAB9&A?F&FM?A=@9&
! 7"7(5$3!E5!(*2G(7"7(<$47<73!N&AG-@F@?E&:M:&9-?CA9C&
-.&AJ>;@?E&<.-=&:M:&9-?CA9C&
6
30/10/15
2. Areas of Non Verbal Communication
/0),1021N&E:;C>.:;&
•  EMBLEMS (autonomous gestures)
•  shoulder shrugging (don't know)
•  headshake (negation)
•  headnod (affirmation).
•  ILLUSTRATORS
(Need spoken words
to be interpretated)
7
30/10/15
What does this mean for you?
What does this mean for you?
In Russia
No, you won’t get
it.
Flick on a
teeth by a
nail of a
thumb
I swear.
Let’s drink!
8
30/10/15
MA
QUANDO
MAI!
DO YOU
UNDERSTAND?
'(80)&2+'8+4,1&(4,&
O,4%&*,18+('&&
CAPISCI?
2. Areas of Non Verbal Communication
/0),1021N&;=@I@?E&
Is smiling
universal?
Which is more
natural and why?
9
30/10/15
2. Areas of Non Verbal Communication
/0),1021N&K-;C>.:;&
!  _DAC&0;&=-.:&.:I:GA?C&@?&K-;C>.:;&A.:&CD:&9DA?E:;&
!  &*.->K&=-G:=:?C;N&HD:?&A&K-;C>.:&@;&@=@CAC:F&A?F&A&
9DA?E:&-99>.;\&CD:&`.;C&K:.;-?&C-&=-G:&@;&CD:&I:AF:.&
2. Areas of Non Verbal Communication
Synchrony in posture
10
30/10/15
2. Areas of Non Verbal Communication
2. Areas of Non Verbal Communication
/0),1021N&,M:&9-?CA9C&
•  Regular Eye contact
•  Trust, confidence.
•  Sustained eye contact
•  Brief eye contact
•  Stress ,
Nervousness
•  Fear, Shyness,
Lack of sincerity,
•  Avoiding eye
contact
•  Mark of respect in
some cultures but
not in others
4:9-==:?FAB-?&@?&V-.=AI&=::B?E;&
Up to 70%
If same genders
No more than 50%
If different genders
11
30/10/15
2. Areas of Non Verbal Communication
7"7(<$47<73!(
The Professional look
The social look
2. Areas of Non Verbal Communication
@A@A(#D$F7<95:(
#+HI,J/=-&@;&CD:&;C>FM&-<&=:A;>.AJI:&F@;CA?9:;&
J:CH::?&K:-KI:&A;&CD:M&@?C:.A9CL&&
12
30/10/15
2. Areas of Non Verbal Communication
34#5,6021&2#)2,38&
8D:&+;:&A?F&
3:.9:KB-?&-<&CD:&
;KA9:&
individually
socially
_7%&34#5,6021&01&+1,V+'c&
•  3.-]:=@9;&DA;&=>IBKI:&>;:;&aJ-CD&K.-A9BG:&A?F&@?C:.K.:CABG:b&&
–  0?&*.::B?E;&a9>IC>.AI&F@W:.:?9:;b&
–  1KABAI&A..A?E:=:?C;&@?&-P9:;&&
–  2-==:.9@AI&>;:&-<&;KA9:&a6:.9DA?F@;@?Eb&&
–  -CD:.;N&8O&F:JAC:;\&3-I@9:&T>:;B-??@?E;\&&
2. Areas of Non Verbal Communication
3,41#)('&()$&1#20('&
$018()2,1&
13
30/10/15
– 0?&*.::B?E;&a9>IC>.AI&
F@W:.:?9:;b&
Is shaking hands a western
gesture adopted by other
cultures?
2. Areas of Non Verbal Communication
•  Cultural examples of Proxemics
–  In Japan, bowing has many nuances.
–  Different “namaste” accros asian countries
–  Young people in France kiss 4 times
14
30/10/15
SOME CUES FOR USING PROXEMICS
1.  If you are a seller try to be in the same side of the table.
2.  Allways prefer round tables better than squared ones
3.  When in your own office, the door has to be in your sight
4.  Excessive invasion of personal space
Between who and who is
there a better
communication?
2. Areas of Non Verbal Communication
@AKA(<$D#L$#:95L$%$&"(
Correspondence between human morphology
(the shape and configuration of the face and the
body) and individual personality
08&01&87,&',11&4,'0("',&()$&120,)80V02&(4,(&#V&)O2&&
15
30/10/15
2. Areas of Non Verbal Communication
6#437#31%27#'#*%&
•  Nonverbal elements such as physique, weith, hair,
odors, and clothing send nonverbal messages
during interaction.
"#$%&'()#$%'&!*!"+,-.!*!/+0#!*!12-3!
2#16,8021&
6AR:&>K&d&KA.<>=&d&EIA;;:;&d&AKKA.:Ie&&
7(04&
&2-I->.\&C:]C>.:\&I-?E&-.&;D-.C\&e&
2'#870)*&
2-=>?@9AC:;&&@=AE:\&:;CAC>;&A?F&
K:.;-?AI@M&
16
30/10/15
Pick up one trans-cultural
morphopsychological trait of teenagers
17
30/10/15
2. Areas of Non Verbal Communication
2.4. PARALANGUAGE
The aspects of spoken communication that do
not involve words.
2-?9@->;IM&&
+?9-?9@->>;IM&&
f  #.EA?@9&A;K:9C;&-<&CD:&G-@9:&aK@C9D\&G-I>=:\&
.DMCD=\&C:=K-\&:9D-\&A.B9>IAB-?b&
f  (;K:9C;&CDAC&9DA?E:&CD:&G-@9:&aC-&IA>ED\&C-&;@ED\&C-&
9.M\&C-&MAH?b&
f  3.-A9BG:&>;:&-<&CD:&G-@9:&a;K::F\&G-I>=:b&
f  O-9AI&;:E.:EAB-?;&a==D\&AAD\eb&
2. Areas of Non Verbal Communication
PARALANGUAGE may add emphasis or shades
of meaning to what people say.&
8D:&KA.AI@?E>@;B9&K.-K:.B:;&-<&;K::9D&KIAM&A?&@=K-.CA?C&&
.-I:&@?&D>=A?&;K::9D&9-==>?@9AB-?&
+;:&-<&A&<-.:@E?&
&IA?E>AE:;&
3A.AI@?E>@;B9;&AW:9C;&G:.JAI&
:]K.:;;@-?&
$@W:.:?9:&@?&(99:?C;&
V-.?AI&A?F&@?<-.=AI&&
;K:AR@?E&
18
30/10/15
2. Areas of Non Verbal Communication
2.5. HAPTONOMY
HAPTONOMY=TOUCHING & FEELING
The word comes from the Greek 'hapsis and
nomos' which mean touching and rules.
IT NEEDS CULTURAL INTERPRETATION
•  7 parameters to follow when shaking hands
–  Position of the hand
–  Pression
–  Distance between bodies
–  Length of contact
–  Wideness of movement
–  Wet hands?
– The look in the eyes
#D$F7<95:M(LE#!$3$<"(*2G(7"7(
<$47<73!(
19
30/10/15
Session outline
1.  NVC Concept, role and importance
2.  Areas of Non Verbal Communication
2.1. Kinesics
2.2. Proxemics
2.3. Morphopsychology
2.4. Paralanguage
2.5. Haptonomy
3. NVC and the service interface
3. NVC and Service interface
INTERPRETATIVE FUNCTION
When meeting other people observing and guessing
positive and negative attitudes
AT THE BEGINNING
CONSTINIOUSLY
PROACTIVE FUNCTION
NVC in Service
Encounter helps
to achieve
DIALOGUE
CONFIDENCE
EMPATHY
20
30/10/15
NON VERBAL COMMUNICATION:
COMMUNICATION SOME CUES FOR
SERVICE INTERFACES
Many thanks for your attention!!
Martina G.Gallarza PHD
DEPARTAMENTO DE COMERNCAILIZACIÓN E INVESTIGACION DE
MERCADOS.
UNIVERSIDAD DE VALÉNCIA
[email protected]
21