웨딩홀 개인소비가치와 선택속성이 고객 만족과 구전효과에 미치는 영향에 관한 연구
A Relationship Study of Individual Consumption Value and Choice Attributes with Customer Satisfaction and Word-of-mouth Effects in Wedding Event Business
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Today's wedding events firms have to acquire customers with meeting various needs of their up-coming wedding ceremony as well as sustainable relations with them. Those who are about to have wedding ceremony come to choose one of the various types of wedding ceremony rather than standardized ones. In order to have as many as couples expecting wedding, companies in ordinary wedding events seem to increase the promotion of give away, cutting price, expecting the enlargement of customer as much as they could. This study focuses on personalized life style and its promotional effects in wedding hall businesses. This research shows that variables of emotional and personalized value affect choosing the wedding hall, which can influence the positive satisfaction and word-of-mouth effects in wedding hall service receivers. Emotional value in the consumption value was identified significantly to have a positive relationship with choice attributes in wedding hall services. Service amenity and ambiance in choice attributes positively influences on satisfaction in use. Satisfaction in use made a positive impact on word-of-mouth effects in the wedding halls. This study concludes to prove useful to consider such factors as the personalized value, choice attributes, satisfaction in use, and word-of-mouth effects in wedding event market.
Abstract
Today's wedding events firms have to acquire customers with meeting various needs of their up-coming wedding ceremony as well as sustainable relations with them. Those who are about to have wedding ceremony come to choose one of the various types of wedding ceremony rather than standardized ones. In order to have as many as couples expecting wedding, companies in ordinary wedding events seem to increase the promotion of give away, cutting price, expecting the enlargement of customer as much as they could. This study focuses on personalized life style and its promotional effects in wedding hall businesses. This research shows that variables of emotional and personalized value affect choosing the wedding hall, which can influence the positive satisfaction and word-of-mouth effects in wedding hall service receivers. Emotional value in the consumption value was identified significantly to have a positive relationship with choice attributes in wedding hall services. Service amenity and ambiance in choice attributes positively influences on satisfaction in use. Satisfaction in use made a positive impact on word-of-mouth effects in the wedding halls. This study concludes to prove useful to consider such factors as the personalized value, choice attributes, satisfaction in use, and word-of-mouth effects in wedding event market.
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