The Influence of the Wedding Service Distribution Quality Factor on Customer Satisfaction -Focusing on the Moderating Role of Customer’s Economic Capital-

초록

The wedding service industry is rapidly growing, but the studies on determining factors of the quality of wedding distribution system have not kept up with this growth. Moreover, wedding service providers lack in understanding the importance of wedding service factors to satisfy customers’ social values and needs. Indeed, customers have desires to show their social statuses and to consolidate their social capitals through wedding ceremonies, despite the social criticism on the luxurious wedding conventions. This study tested wedding service factors’ impacts on customer satisfaction as well as the customers’ economic capital’s moderating effect on these two variables in wedding distribution process. This is after measuring customers’ social statuses with the customers’ economic capital, which represent their social roles. We suggest strategic implications for the wedding distribution industry. The empirical results reported that, except physical factor, service factors such as human services, banquet service, content, and brand concept give positive (+) impacts to customer satisfaction, and also, this research confirmed that customers’ economic capital has a moderating effect on wedding service and customer satisfaction.

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