스몰 이벤트품질이 브랜드 가치, 만족, 그리고 충성도에 미치는 영향: 돌잔치전문점 방문객들을 중심으로 (The Impact of Small Event Quality on Brand Value, Consumer Satisfaction and Loyalty: Focused on First Birthday Event Participants)

서지정보

· 발행기관 : 사단법인 한국비즈니스이벤트컨벤션학회
· 수록지 정보 : 이벤트컨벤션연구 / 13권 / 3호 / 153 ~ 170페이지
· 저자명 : 신지원, 이상묵

초록

This study identified attributes of event quality perceived by customers who has invited to a small event such as first birthday event, and investigated how the event quality influences the brand value, satisfaction, and recommendation intention from the service companies. The final survey distributed to participants of the birthday party in Korea which is rapid growth of the event market. The survey was performed from May 10th to 20th in 2017. Total 1000 questionnaires were distributed by online and 389 questionnaires were employed for final analysis. Total Data analyzed by using the statistical-analysis program IBM SPSS 23.0 and AMOS 21.0 to identify the relationships on formulated hypotheses. In results, clues of program and humanic significantly influenced on both brand value and customer satisfaction. In addition, physical environment was critical antecedent of brand value, and convenience was significant predictor of customer satisfaction. Furthermore, current study identified significant relationship among brand value, customer satisfaction, and recommend intention. This study provides beneficial views in foodservice industry especially in first birthday event area.

영어초록

This study identified attributes of event quality perceived by customers who has invited to a small event such as first birthday event, and investigated how the event quality influences the brand value, satisfaction, and recommendation intention from the service companies. The final survey distributed to participants of the birthday party in Korea which is rapid growth of the event market. The survey was performed from May 10th to 20th in 2017. Total 1000 questionnaires were distributed by online and 389 questionnaires were employed for final analysis. Total Data analyzed by using the statistical-analysis program IBM SPSS 23.0 and AMOS 21.0 to identify the relationships on formulated hypotheses. In results, clues of program and humanic significantly influenced on both brand value and customer satisfaction. In addition, physical environment was critical antecedent of brand value, and convenience was significant predictor of customer satisfaction. Furthermore, current study identified significant relationship among brand value, customer satisfaction, and recommend intention. This study provides beneficial views in foodservice industry especially in first birthday event area.

참고자료

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