혼인 예식장 선택의 행동의도 구조연구 = Structure Study of Behavior Intention on Choosing Wedding Halls

다국어 초록 (Multilingual Abstract)

The purpose of this study is to find implications that can contribute to the growth of wedding hall business by testing the structural dimensions that have influences on behavior intention of choosing wedding halls. To achieve the goal. we review the relationship between dimensions of wedding service quality evaluation criteria and constructs of positive behavior intentions resulted from service quality through literature research and study what the relationship means. The evaluation criteria of decision makers for service quality provided by wedding halls are identified by a confirmatory factor analysis. They are incident reaction management service(상황대응 서비스), easiness to use, service environment, service delivery systems, and reception service(접객 서비스). These dimensions are differentiated and specified quality evaluation criteria used for wedding service that has high level of involvement. The test results drawn from a structure analysis about the relationship among constructs show that service quality evaluation for alternative wedding halls has positive influences on value and satisfaction, and value also positively influences satisfaction. In addition, while service quality and satisfaction positively affects behavior intentions, value does not have any influence on behavior intentions. In term of value exchange, service value of wedding service can be viewed as service quality, the output of expected service that customers pay for, and hence consumer value could be expressed as aspired value. This explains why value does not influence behavior intentions positively. In other words, since customers expect to receive quality service from what they pay, they do not link value that is not accompanied with expected quality to behavior intentions. Managers of wedding halls need to provide customers with consumer value and satisfaction through high quality of service. It is because service quality and satisfaction are the fundamental factors that affect behavior intentions. Customers` positive behavior intention raises the chance of purchase and has positive impacts on creating new customers by good word-of-mouth. Therefore, wedding hall managers need to aware of the importance of service quality management through which they can provide proper service that meets customers` requests. Wedding service quality management that considers customer trend can be the foundation of success in a highly competitive market. Wedding hall managers can be successful with competitive advantages when they draw positive behavior intentions through quality of service and customer satisfaction and create new customers and maintain profits with good word-of mouth.