소믈리에 서비스품질이 소비가치와 구매행동에 미치는 영향

Effect of sommelier’s service quality on consumption value and wine consumers purchasing behavior

세계적인 관광지로 손꼽히는 제주는 2013년에 이미 메가 투어리즘시대를 맞이하였고 관광 수요도 지속적으로 증가하고 있다. 또한 제주방문 관광객 형태별 분류에서 내국인의 휴양및 관광을 위한 추세에 따라 제주지역의 호텔 및 레스토랑의 비중 또한 중요해지고 관광지 에서의 와인은 더욱 새로운 자리매김을 하고 있다. 따라서 본 연구는 제주지역의 국내 관광 객을 대상으로 소믈리에의 서비스품질 요인을 재구성하고 와인소비자들이 선호하는 소비가 치를 재인식하여 소믈리에의 중요성을 부각시키고자 하였다. 또한 소비자들의 긍정적인 구매행동을 유발하는 소믈리에 서비스품질 요인을 실증분석 한 결과 소믈리에 서비스품질은 소비가치와 구매행동에 긍정적인 영향을 미치며, 소비가치 또한 구매행동을 미치는 것으로 나타났다.

Wine is no longer considered as a drink for a certain class and has been widely accepted and enjoyed as a common drink among many others. It offers a social value which sets warm and friendly interpersonal relationship. Due to the ever increasing awareness and high consumption rate by wine consumers, it drives higher standard and derives more needs on wines. Especially at hotels and restaurants where selecting a suitable wine for a meal is complicating and very demanding task, a professional service by sommelier becomes essential. As consumption value of wine consumers depend heavily on the role of a sommelier, service quality of a sommelier is closely linked to the success in maintaining current customers and creating new ones. Wine consumers purchase and consume wine to satisfy their underlying value and service quality of a sommelier backs up and supports their wine consumption. In this study, both theoretical and empirical studies were carried out to achieve the objective of this study. Precedent researches were thoroughly reviewed to derive causal relationship among variables such as service quality of sommelier, consumption value and purchasing behavior of wine consumers. Due to few precedent research on this topic – wine consumers value related to the service quality of sommelier, research on the consumers in food service industry was reviewed and adopted to develop research model and carry out empirical study.