지각된 와인의 가치가 고객만족, 신뢰, 재구매의도에 미치는 영향

• 영문명: A Study of the Effect of Perceived Wine Value on Customer Satisfaction, Trust, Repurchase Intention
• 발행기관: 한국외식경영학회
• 저자명: 김석지(Kim Seog Ji) 김석환(Kim Seok Hwan) 김의근(Kim Eui Keun)
• 간행물 정보: 『외식경영연구』11권 2호, 221~241쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.06.30

영문 초록

This study placed a focus on the favorable roles of wine, which include serving as a beverage, promoting health, and offering social and cultural effective value and thus its contribution to customer satisfaction and trust. A review of the previous study on perceived value, customer satisfaction, trust, and repurchase intention gave birth to a measuring scale that's proper for the study. This study also investigated the relationships among the constructs and suggested some directions in developing products that would meet the diverse needs of consumers and setting up marketing strategies. The findings are summarized as follows: First, there were five perceived values of wine identified, and they included the functional, health, emotional, social, and conditional value. Value turned out to have positive impacts on customer satisfaction, trust, and repurchase intention. Customer satisfaction was most affected by the functional value, which was followed by the conditional, emotional, health, and social value in the order. Trust was most affected by the health value, which was followed by the functional, social, conditional, and emotional value in the order. And repurchase intention was most influenced by the functional value, which was followed by the emotional, conditional, health, and social value in the order. Second, customer satisfaction had positive impacts on trust and repurchase intention, and trust on repurchase intention.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증 분석

Ⅴ. 결론 및 시사점

참고문헌

키워드

Perceived wine value Customer satisfaction Trust Repurchase Intention