떡 카페의 서비스품질과 지각된 가치가 구전의에 미치는 영향
The Effect of Service Quality and Perceived Value of Ddeok Cafe on Word-of-Mouth Intention
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초록
This study intended to suggest useful implications to the operation of Ddeok cafe with the verification of potential for goods of Ddeok by fully understanding service quality and perceived value of Ddeok and its word-of-mouth intention subjecting on customers of Ddeok cafe. To summarize the analyzing result, first, as for the influence of service quality on emotional value factor of perceived value, it is indicated that reactivity, certainty, and consensual impact a significant influence on emotional value which is a sub-element of perceived value. Second, it is indicated as for the influence of service quality on social value factor of perceived value and reactivity, certainty, and consensual impact a significant influence on social value which is a sub-element of perceived value. Third, as a result of verifying the influence of perceived value of Ddeok cafe customer on word-of-mouth intention, it is indicated that functional and emotional values impact a significant influence on recommendation and re-visit intention. Fourth, it is indicated that in the hypothesis which the service quality in Ddeok cafe will impact a significant influence on word-of-mouth intention, reliability, reactivity, certainty, and consensual a significant influence on recommendation intention which is a sub-element of word-of-mouth intention.
Abstract
This study intended to suggest useful implications to the operation of Ddeok cafe with the verification of potential for goods of Ddeok by fully understanding service quality and perceived value of Ddeok and its word-of-mouth intention subjecting on customers of Ddeok cafe. To summarize the analyzing result, first, as for the influence of service quality on emotional value factor of perceived value, it is indicated that reactivity, certainty, and consensual impact a significant influence on emotional value which is a sub-element of perceived value. Second, it is indicated as for the influence of service quality on social value factor of perceived value and reactivity, certainty, and consensual impact a significant influence on social value which is a sub-element of perceived value. Third, as a result of verifying the influence of perceived value of Ddeok cafe customer on word-of-mouth intention, it is indicated that functional and emotional values impact a significant influence on recommendation and re-visit intention. Fourth, it is indicated that in the hypothesis which the service quality in Ddeok cafe will impact a significant influence on word-of-mouth intention, reliability, reactivity, certainty, and consensual a significant influence on recommendation intention which is a sub-element of word-of-mouth intention.
참고문헌 (24)
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