고객이 지각하는 와인 소믈리에의 고객지향성이관계효익에 미치는 영향에 관한 연구: 풀 서비스 레스토랑 고객을 대상으로

The purpose of this study was to examine the effects of customers’ responses to customer orientation of wine sommeliers in full-service restaurants on relational benefits. The review of the literature described the background for customer orientation of service employees and relational benefits. Customer orientation of service employees includes technical skill, social skill, motivation, and employees’ self-perceived decision making authority and relational benefits consist of consumer confidence benefit, social benefit, and special treatment benefits. This study utilized frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis as an analysis method. Through testing hypotheses, customer orientation of wine sommeliers had affected consumer confidence benefit, social benefit, and special treatment benefits. The results of this study help to contribute academically and practically to advancing food and beverage management.