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The effect of flower decoration on customer's satisfaction and re-visit of a baby's first birthday  

Kim, Joung Hee (Department of Horticultural Bioscience, Yeungnam University)
Lim, Young Hee (Department of Horticultural Bioscience, Yeungnam University)
Kim, Kiu Weon (Department of Horticultural Bioscience, Yeungnam University)
Publication Information
FLOWER RESEARCH JOURNAL / v.19, no.1, 2011 , pp. 68-76 More about this Journal
Abstract
This study was conducted to investigate customer taste related to satisfaction of a baby's first birthday party and re-visit of venues. General characteristics of customers were similar in male and female or the married and the unmarried. Mainstream age of respondents was from in their 20's to 30's. Among them, the number of university graduates were the largest in education level. Theoretical model was composed with seven significant variables of design style and composition and design harmony and color sense for flower decoration, accessibility, facility, service and price, satisfaction, and intention of re-visit based on the result of analysis on these factors. Exploratory factor analysis was performed using SPSS 14.0K. Structural equation modeling(SEM) for simultaneous measure of path coefficient in all casualty of study model, measurement model of AMOS 7.0 for evaluation of validity, and reliability and factor analysis method using technical statistics, frequency analysis, and Cronbach's Alpha for data analysis were used. The result of hypothesis verification showed that design style and composition was the most significant item in satisfaction of parameter and it was followed by design harmony and color sense. While service and price had positive effect on satisfaction, accessibility and facility had no relation to it. It means that the most crucial variable was a flower decoration in planning and representation of the celebration of baby's first birthday. In conclusion, the finding of this study suggests that the effective utilization of these variables will contribute to the enhancement of satisfaction affecting improvement service and price or intention of re-visit.
Keywords
accessibility; facility; price service;
Citations & Related Records
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