Earticle

초록

영어

This study was conducted to investigate the effect of the store characteristics of a wedding enterprise on the loyalty of individual customers. By identifying the loyalty perceived by consumers, an efficient management strategy for the wedding industry was presented, and the basis for establishing an empirical strategy for forming customer loyalty. We want to provide data. First, as a result of examining the effect of the store characteristics of wedding enterprises on the loyalty of individual customers, it was found that physical characteristics, environmental characteristics, and technical characteristics had a statistically significant positive effect on loyalty. Therefore, it can be seen that physical characteristics, environmental characteristics, and technical characteristics are important factors among the sub-factors of store characteristics in the loyalty of individual customers of wedding companies. Second, as a result of examining the effect of customer satisfaction on loyalty, it was found that store satisfaction and product satisfaction had a statistically significant positive effect on loyalty. Therefore, it can be seen that product satisfaction and store satisfaction are important factors for each sub-factor of customer satisfaction in customer loyalty of wedding companies. It will be helpful for the effectiveness of empirical marketing strategies that evaluate the characteristics that customers value by wedding details and utilize the characteristics that are decisive for customer loyalty.

목차

Abstract
I. 서론
Ⅱ. 이론적 배경
Ⅲ. 내용 및 방법
1. 연구대상 및 방법
2. 연구모형 및 가설
3. 자료 분석방법
Ⅳ. 결과 및 고찰
1. 웨딩업체 이용 형태
2. 측정도구의 타당성 및 신뢰도 검증
3. 기술통계 및 상관관계 검증
4. 가설의 검증
V. 결론 및 제언
참고문헌

키워드

저자

• 권미윤 [ Mee-Yun Kwon | 경인여자대학교 웨딩 & 이벤트과 ] Corresponding Author
• 최인영 [ In-Young Choi | 대원대학교 뷰티과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국뷰티경영학회지 [The Korean Beauty Management Journal]

• 간기

  반년간

• pISSN

  2287-9056

• 수록기간

  2013~2023

• 십진분류

  KDC 593 DDC 646