지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Given the widespread use of Word-of-mouth in the restaurant industry, how customers send and respond to WOM is an interesting issue for both marketing researchers and practitioners. The purpose of the study is to conceptualize Word-Of-Mouth (WOM) communication process of restaurant consumers. The objectives of the study are five folds: 1.To identify triggers and motivators of WOM sending; 2. To determine antecedents of WOM sending; 3. To investigate the conditions of WOM sending; 4. To identify central phenomena of WOM sending; 5. To examine results of WOM from a sender’s perspective.The Critical Incident Technique (CIT) was applied to consumers who had experienced WOM sending. As a result of analyzing WOM activity by CIT, WOM were generated by specific motivators and triggers under particular conditions, only given specific antecedent such as customer satisfaction/dissatisfaction and restaurant’s differentiation factors. In addition, the generated WOM messages were identified as two facets: ‘Message Contents (core properties, multiple properties) and ‘Message Valence’ (positive, neutral, negative). To better understand consumers’ behavior, the study examined consumers’ responses to WOM. The results revealed that consumers changed their attitudes and thus increased visit intentions of the restaurant due to WOM. The findings can provide the restaurant industry with concrete measures as a basis for applying WOM to a competitive strategy of a company.
목차
등록된 정보가 없습니다.
참고문헌 (0)
참고문헌 신청이 논문의 저자 정보
이 논문과 함께 이용한 논문
외식기업 종사원의 조직신뢰가 조직몰입과 조직시민행동에 미치는 영향
이석만
,
박경태
관광연구저널
2015
.09
외식기업 서비스품질이 고객만족과 재방문의도에 미치는 영향
곽공호
관광연구저널
2015
.09
한식뷔페레스토랑 직원의 직장만족이 서비스 수행 행동에 미치는 영향에 관한 연구
손영진
관광연구저널
2015
.09
빅 데이터를 활용한 국내 여가활동 동향 분석 : 2004-2013
김용범
,
조현진
,
조광익
관광연구저널
2015
.09
라이프스타일에 따른 HMR 소비행동연구 : 영유아를 식품 대상으로
김명희
,
김진성
,
김성수
관광연구저널
2015
.09
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2016-326-002708470