한국의 결혼연회 서비스의 품질이 고객 만족도와 충성도에 어떤 영향을 미치는가?

How Does Perceived Wedding Banquet Service Quality Affect on Customer Satisfaction and Loyalty in Korea?

Purpose - The purpose of this study was to find out the relation between wedding banquet service quality, customer satisfaction and loyalty focusing on upscale hotels in Korea. Design/methodology/approach - The primary data was collected through an online questionnaire to test hypotheses and investigate the objectives of the study. 89 questionnaires were collected as valid data to be analyzed. In order to test hypotheses, reliability, validity, correlations and regression analysis were accomplished. Findings - The findings of this study can be summarized as followed. Firstly, as a result of examining the relationship between perceived hotel wedding banquet quality and customer emotional satisfaction. Through this study, the perceived wedding banquet quality does not affect customer satisfaction. Secondly, emotional satisfaction on wedding banquets affects customer loyalty. Thirdly, it is found that the perceived service quality on wedding banquets can affect customer loyalty. Research implications or Originality - With the rise in selecting wedding venues, establishing an effective marketing strategy by practitioners is demanded in order to survive in competitive situations. However, research conducted on wedding banquets is insufficient so far. Therefore, this study was needed to conduct to widen the scope of the study.