웨딩홀 개인소비가치와 선택속성이 고객 만족과 구전효과에 미치는 영향에 관한 연구

Abstract

Today's 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. However, this study focuses on personalized life style and its promotional effects in wedding hall businesses. This research shows that variables of personalized value and choosing the wedding events could be moderated by satisfaction influencing word-of-mouth effects in wedding hall service receivers. Emotional symbolic value in the personalized value was identified significantly to have a positive relationship with choice attributes. 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. Finally this study concludes to prove useful in strategy to consider such factors as the personalized value, choice attributes, satisfaction in use, and word-of-mouth effects in wedding event market.