와인소믈리에 서비스품질, 지각된 가치, 가격공정성 및 재구매의도 간의 구조적 관계

This study investigates wine sommelier’s service quality which affect the perceived value, price fairness and repurchasing intention. Data were collected from 393 wine consumers who had experiences of receiving wine services through the wine sommelier in Seoul metropolitan area from 1. June to 15. June 2016. To examine the relationships among study variable, following analytic techniques; exploratory factor analysis, reliability, correlation analysis, confirmatory factor analysis, and structural equation modeling were performed by using SPSS and AMOS. Study results are as follows: First, independent variables of wine sommelier’s service quality were clustered into five factors such as tangibles, reliability, responsiveness, assurance, and empathy. Second, The results of the survey reveal that wine sommelier’s service quality (reliability, responsiveness, empathy) were positively associated with the perceived value and the perceived value have positively affected the price fairness and repurchasing intention. Lastly, the price fairness have positively affected repurchasing intention.