메뉴스토리텔링이 SNS구전의도에 미치는 영향

The effect of menu storytelling on SNS word of mouth intention: mediating effect of customer satisfaction

In this study, the interest, uniqueness, and differentiation of menu storytelling in the restaurant market were examined by examining the relationship between the influence of SNS word of mouth intention, and the mediating effect of customer satisfaction between menu storytelling and SNS word of mouth intention, and seeking ways to sustain customer satisfaction. , to encourage small business owners to use menu storytelling for marketing. An empirical analysis was conducted through a questionnaire of 382 copies for customers who visit Gyeongju menu storytelling. It was confirmed that menu storytelling (interestingness, uniqueness, differentiation) had a significant effect on SNS word of mouth intention, and customer satisfaction plays a mediating role between menu storytelling and SNS word of mouth intention. It presents practical implications that a lively word-of-mouth effect can be expected through SNS through the development and composition of menu storytelling that emphasizes interest and differentiation from competitors through customer satisfaction through menu storytelling.