웨딩업체 점포특성이 고객 만족에 미치는 영향

Abstract

The purpose of this study is to investigate the effect of store characteristics of wedding enterprises on customer satisfaction, and the final 302 questionnaires were analyzed for customers who visited or received wedding services in Seoul and the metropolitan area. The purpose of this study is to provide basic data for wedding service quality selection criteria and marketing strategies by understanding the satisfaction perceived by consumers. The research results are as follows. As a result of examining the effect of store characteristics of wedding enterprises on customer satisfaction, it was found that physical characteristics and technical characteristics had a statistically significant positive effect on product satisfaction, and technical characteristics, physical characteristics, and environmental characteristics on store satisfaction. This was found to have a statistically significant positive effect. Therefore, it can be seen that physical characteristics and technical characteristics of each sub-factor of store characteristics are important factors for product satisfaction of wedding companies, and technical characteristics, physical characteristics, and environmental characteristics of each sub-factor of store characteristics are important factors for store satisfaction of wedding companies. Detailed marketing strategies considering the characteristics of each company's products and immediate marketing should be effectively applied to various social environment changes and wedding trends.