하우스와인의 서비스 가치가 구전효과에 미치는 영향: 고객만족의 매개변수를 중심

This study researched the service values of house wine, which can alleviate the cost pressure and difficulty that beginners feel in ordering wine, conducted from a consumer’s point of view. The objective of this research was to present on-scene data through actual surveying of customer satisfaction regarding the service values that house wine brings. The sample research was conducted on consumers in the Seoul area who have had house wine. The study applied to house wine management in hotels and restaurants. The results were obtained by using a routes/methods sample to analyze how controlled variables affect each other. Individual personality has two factors, customer satisfaction has one, and word-of-mouth has one. The study used path analysis to reach its conclusions. The study found that, first, the price-to-quality ratio of house wine, which is a determining factor in the service value of house wine, and the independent factors of the price and value of house wine had a meaningful effect on customer satisfaction Second, the same factors did not have a meaningful effect on word-of-mouth spread of information. Finally, customer satisfaction had a meaningful effect on word-of-mouth spread of information.