웨딩플래너 선택속성에 관한 에스노그라피적 연구
Ethnographic study of the selection attributesfor wedding planner
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
As the types of wedding ceremonies become diversified, and consumers’ needs become more selective, greater importance is given to wedding planners’ roles in the wedding industry, and consumers require differentiated types of wedding service. As a preliminary qualitative study in this field, an ethnographic study was conducted to identify factors valued by consumers when selecting a wedding planner in the wedding planner market, which has rapidly grown in recent years. An in-depth interview was performed with eight participants in terms of wedding planner utilization type and consumers’ understanding of wedding preparation with a wedding planner. The collected data were analyzed through taxonomy, component analysis and decision table analysis; for validation, professional wedding planners were asked to review the items valued by consumers in selecting a wedding planner. Four factors - expense characteristic, wedding planners, wedding consulting companies, and customer characteristics - were identified, along with eight sub-factors (capability, service attitude, technical communication, personal factors, wedding planner encounter paths, spouse’s satisfaction status, and companies). Out of these, price (within budget), wedding planners’ capability, wedding planners’ service attitude are expected to be meaningful in further research because they were found to be attributes commonly valued by every respondent. This study is significant in that it has made a new approach to understanding wedding planner selection attributes through ethnographic research and identified new wedding planner selection attributes.
Abstract
As the types of wedding ceremonies become diversified, and consumers’ needs become more selective, greater importance is given to wedding planners’ roles in the wedding industry, and consumers require differentiated types of wedding service. As a preliminary qualitative study in this field, an ethnographic study was conducted to identify factors valued by consumers when selecting a wedding planner in the wedding planner market, which has rapidly grown in recent years. An in-depth interview was performed with eight participants in terms of wedding planner utilization type and consumers’ understanding of wedding preparation with a wedding planner. The collected data were analyzed through taxonomy, component analysis and decision table analysis; for validation, professional wedding planners were asked to review the items valued by consumers in selecting a wedding planner. Four factors - expense characteristic, wedding planners, wedding consulting companies, and customer characteristics - were identified, along with eight sub-factors (capability, service attitude, technical communication, personal factors, wedding planner encounter paths, spouse’s satisfaction status, and companies). Out of these, price (within budget), wedding planners’ capability, wedding planners’ service attitude are expected to be meaningful in further research because they were found to be attributes commonly valued by every respondent. This study is significant in that it has made a new approach to understanding wedding planner selection attributes through ethnographic research and identified new wedding planner selection attributes.
참고문헌 (30)
- Bae, C.-S., "A research of an influence of the attributes of a sales clerk of wedding jewelry retail trade on the customer's intention of behavior", master's, pp.2010
- Hong, Y. Y., "A study on the service quality of a wedding consulting company and consumer satisfaction", master's, pp.2012
- 장희숙, "웨딩플래너의 인적서비스에 의한 고객 인지가치가 고객행동의도에 미치는 영향", 호텔경영학연구, 22(3), pp.317~333 (2013), 한국호텔외식관광경영학회
- Kang, H. J., "The research on the importance of the selection property of wedding halls", master's, pp.2014
- 강주아, "미용 산업체 종사자의 성취동기 관련 요인에 관한 질적 연구", 복식문화연구, 20(4), pp.535~548 (2012), 복식문화학회[DOI]
- 김도윤, "웨딩플래너의 역량에 관한 중요도와 실행도의 차이에 관한 연구", 호텔관광연구, 14(2), pp.115~131 (2012), 한국호텔관광학회[DOI]
- 김하정, "웨딩플래너의 감정노동, 라포, 서비스태도간의 영향관계 분석", MICE관광연구, 15, pp.55~73 (2015), 한국마이스관광학회
- 김지우, "패션 큐레이션 서비스 이용자의 쇼핑성향, 이용동기 및 선호 이미지 유형이 패션제품 구매의도에 미치는 영향", 한국의류학회지, 41(5), pp.796~808 (2017), 한국의류학회
- (2017)[URL]
- (2018)[URL]
- Kim, R. D., "Trend Korea 2018" (2017), Miraebook Publising Co.
- (2008)[URL]
- 곽미진, "희소성메시지에 대한 가격정보 프레이밍 및 준거가격 수준이 구매의도에 미치는 영향", 광고연구, (82), pp.7~31 (2009), 한국방송광고공사
- 이혜진, "소셜 큐레이션 서비스에 대한 고찰 : 분야별 사례 분석을 중심으로", 석사, 산업디자인전공 광고디자인세부전공, pp.2013
- Lee, H. S., "Consumer behavior" (2010), Bobmunsa
- Lee, H. Y., (2005), Daeyoung Co.
- 이용숙, "분류체계 성분분석법 재개발 실행연구 : 수업분석 적용사례를 중심으로", 열린교육연구, 17(1), pp.99~128 (2009), 한국열린교육학회
- 이용숙, "『분류체계", 성분분석 결과를 통합 분석하여 설문조사 문항으로 발전시키기』 교육프로그램 개발 실행연구, 2015, pp.23(1), 157~186[DOI]
- 이수백, "한·중 소비자의 웨딩 선택속성 선호도 차이 분석: 특1급 호텔 웨딩연회를 중심으로", 관광레저연구, 27(10), pp.403~419 (2015), (사)한국관광레저학회
- "2014 Tomorrow's world of work" (2014)[URL]
- Parasuraman, A., "A conceptual model of service quality and its implications for future research", Journal of Marketing, 49(4), pp.41~50 (1985)[DOI]
- Park, B.-S., "Analysis of consultant competence using the IPA: Recognize the difference between consultants and business clients", master's, pp.2015
- 박재범, "서비스제공자 커뮤니케이션이 서비스제공자에 대한 평가와 고객행동의도에 미치는 영향 : 서비스유형의 조절효과를 중심으로", 마케팅논집(Journal of Marketing Studies), 21(2), pp.119~156 (2013), 한국전략마케팅학회
- Park, Y., "Wedding planner" (2006), Baeksan
- Rajendran, K. N., "Contextual and temporal components of reference price", Journal of Marketing, 58(1), pp.22~34 (1994)[DOI]
- 신인준, "소셜큐레이션과 광고 -버티컬 SNS에서 표현된 패션브랜드 이미지의 메시지 전략-", 복식문화연구, 23(3), pp.498~511 (2015), 복식문화학회[DOI]
- 송지성, "웨딩박람회의 공동브랜드 필요성에 관한 연구 - 국내 공동브랜드 박람회 사례 중심으로 -", 한국디자인문화학회지, 15(4), pp.384~393 (2009), 한국디자인문화학회
- Suh, C. J., "Effect of MOT employee's images on service orientation and customer satisfaction in service industry: Mediating role of individual well-being", Proceedings of Korea Service Management Society Spring Conference, pp.105~130 (2015)
- Zeithaml, V. A., "The accuracy of reported reference prices for professional services", Advances in Consumer Research, 10, pp.607~611 (1983)