메뉴스토리텔링이 지각된 가치 및 SNS구전의도에 미치는 영향

The effect of menu storytelling on perceived value and SNS word of mouth: mediating effect of customer satisfaction

At a time when customer behaviors are expressed in various ways through SNS word of mouth, this study intends to present a marketing direction through SNS word of mouth intention after customer satisfaction and to improve customers' perceived value through menu storytelling. Also, based on this study, the purpose of this study is to present a plan to activate menu storytelling in line with the SNS word of mouth intention to menu developers and managers. The final valid sample of 382 copies was analyzed by surveying tourists who visited Gyeongju and had experience in Korean food storytelling. As a result of the study, it was found that menu storytelling had a significant effect on perceived value and SNS word of mouth intention, and perceived value had a significant effect on SNS word of mouth intention. It was found that there was a partial mediating effect on the liver. This requires menu storytelling that can arouse customer interest and curiosity and differentiated menu storytelling that reflects customer needs for perceived value improvement and SNS word of mouth activity. It suggests that competitive advantage can be secured if various public relations strategies are established to improve the perceived value of customers.