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http://dx.doi.org/10.14400/JDC.2017.15.2.99

Effects of Service Quality and Perceived Value of Regional Festivals on Intention of Word-of-Mouth in the trend of Convergence  

Cho, Bong-Seok (Dept. of Information Management, Graduate School of Venture, Hoseo University)
Heo, Chul-Moo (Dept. of Information Management, Graduate School of Venture, Hoseo University)
Publication Information
Journal of Digital Convergence / v.15, no.2, 2017 , pp. 99-113 More about this Journal
Abstract
The purpose of study was to test the effects of service quality of regional festivals showing the characteristics of convergence service and perceived value of visitors on intention of word-of-mouth, and the moderating role of perceived value between service quality and intention of word-of-mouth. For this empirical study, the data were collected and selected from 320 residents in Wonju province and visitors for Wonju Hanji Cultural Festival from all around from the South Korea by using structured questionnaires. The data were analyzed by hierarchical regression technique. The results showed that both of 7 factors of service quality of regional festivals and 2 factors of perceived value had a positive effect on visitors' intention of word-of-mouth. And also found out the only one out of two perceived value factors, namely 'non-monetary value' had the moderate roles between service reliability out of 7 service quality factors and intention of word-of-mouth. The results of study was summarized and theoretical implications of the findings with practical applications were discussed. After then, the directions for further study were presented based on the limitation of this one.
Keywords
Service Quality; Perceived Value; Intention of Word-of-mouth; Regional Festival; Convergence trend;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
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