Abstract
The purpose of this study was to find out The effect of aesthetic labor of employees in the wedding hall reservation room on brand trust and Intent of recommendation :Focused on the Meditating Effects of customers’ perceived authenticity. The sample was selected from 15 wedding halls located in the Seoul area and interviewed by the wedding reservation room employees and the prospective bride and groom who came back after the first consultation. A total of 300 questionnaires were collected and 235 questionnaires were used for data analyses. The study analyzed the data through the frequency analysis, the exploratory factor analysis, the reliability analysis, the correlation analysis, the descriptive statistical analysis and the multiple regression analysis. The findings of this study can be summarized as follows. First, all three factors of aesthetic labor have positive effects on brand trust, Intent of recommendation. Second, The effect of Aesthetic Labor on brand trust, Intent of recommendation behavior was partially mediated by customers’ perceived authenticity.
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