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A Study on effect of Brand Value, Guest Satisfaction, Brand Verdict by Marketing Communication activity through Social Media - Focus on Hotel Facebook User
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소셜 미디어를 통한 마케팅 커뮤니케이션 활동이 브랜드가치, 고객만족, 브랜드판단에 미치는 영향 연구 : 호텔 페이스북 이용자 중심으로

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Type
Academic journal
Author
Cho, Min-Sook (경희대학교) Lee, Tae-Hee (경희대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.25 No.4(Wn.75)
Published
2013.5
Pages
61 - 80 (20page)

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A Study on effect of Brand Value, Guest Satisfaction, Brand Verdict by Marketing Communication activity through Social Media - Focus on Hotel Facebook User
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Abstract· Keywords

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This study identified the relationships among brand values, guest satisfaction, and brand verdict of marketing communication activities through social media especially from the hotel facebook user. Most of the hotels participate social media to exposure their products and to use as communication channel. The results of studies showed that direct marketing influenced in guest satisfaction and brand value. The facebook user were more satisfied with interactive communication than with traditional communication. The marketing communication activities affected with brand value and brand verdict, also brand value affected in guest satisfaction and brand verdict. However, guest satisfaction did not affected brand verdict category. At present, the marketing communication activity has been changed from simple sales activities to guest participation activities.
#소셜 미디어(Social Media) #페이스북(Facebook) #브랜드가치(Brand Value) #고객만족(Guest Satisfaction) #브랜드판단(Brand Verdict)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석 결과
Ⅴ. 결론 및 시사점
참고문헌

References (5)

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김국선, 이종호. 소셜커머스의 만족도와 재구매의도에 영향을 미치는 서비스품질요인. 한국콘텐츠학회논문지. 2012 dbpia 서용구, 임승희. 소매점 브랜드 가치 구성요소와 선호도, 만족도, 재구매의도 간의 관계에 관한 연구. 유통연구. 2006 dbpia 송인혁. 소셜 미디어란 무엇인가. 플랫폼. 2010 google schola 하동현. 호텔산업에서의 브랜드 증거가 브랜드 가치, 고객만족 및 브랜드 판단에 미치는 영향. 관광연구. 2009 google schola 홍태영, 김춘곤. 항공사 이용객의 지각된 고객가치와 고객만족 및 브랜드태도와의 관계. 관광레저연구. 2012 dbpia

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