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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

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학술저널
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한국유통경영학회 유통경영학회지 유통경영학회지 제23권 제2호
발행연도
2020.4
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5 - 18 (14page)

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Purpose: The purpose of this study is to identify the effects of service experience such as employee service, core service and servicescape on emotional attachment and the moderating role of brand personality in the relationship between the same variables. In addition this study is to explains the interrelationship between emotional attachment and word-of-mouth (WOM) intention and reuse intention in the upscale restaurant services. Research design, data, and methodology: A questionnaire survey was conducted of 279 customers who had experienced in the upscale restaurant services, and confirmed the validity and reliability of the data by using SPSS 21.0 and AMOS 21.0 statistic packages. The research hypothesis was analyzed by structural equation modeling analysis (SEM). The variables used were service experiences such as employee service, core service, servicescape, emotional attachment, word-of-mouth, reuse intention and brand personality. Results: All dimensions of service experiences such as employee services, core services, and servicescapes had a significant impact on emotional attachment, and which, in turn, affected both word-of-mouth intention and reuse intention, and word-of-mouth intention affected reuse intention. In addition, the moderating effect of brand personality was identified in relation to employee service experience and emotional attachment, while there was no moderating effect of brand personality in core service and service landscape and emotional attachment. Conclusions: In order to increase the customer's positive word-of-mouth intention and reuse intention in the upscale restaurant service setting, it is necessary to provide various service experiences such as employee service, core service, and servicescape so that their customer has an emotional attachment. And then. since service experience through interaction with employees brings high emotional attachment, service education of frontline employees should be strengthened to raise employee service quality recognized by customers. In addition, the consumer affects emotional attachment according to the personality of the service brand if the employee's service is positive. This mean that the service provided by the employee influences the emotional attachment when customers perceives it as stylish, true, lively and passionate about a upscale restaurant. Therefore, the manager of upscale restaurant have to develop an excellent service brand by accurately identifying the customers’s needs and enhancing the image of the upscale restaurant.

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참고문헌 (51)

참고문헌 신청
Ambroise, L. / 2006 / La Personnalité des Marques: Une Contribution Réelle á Leur Gestion? / Revue Franqaise du Marketing 207:25~41 google schola Amin, M. / 2013 / Hospital Service Quality and Its Effects on Patient Satisfaction and Behavioral Intention / Clinical Governance : An International Journal 18(3):238~254 google schola Anderson, G. / 1988 / Customer Satisfaction and Word-of-Mouth / Journal of Service Research 1(1):5~17 google schola Aron, A. P. / 1989 / Experiences of Failing in Love / Journal of Social and Personal Relationships 6(3):243~257 google schola Azoulay, A. / 2005 / Brand Personality: the Winning Facets / Proceedings of the 34th EMAC Colloquium google schola

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