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Effects of the Characteristics of Wild Vegetables on Customer Satisfaction, Trust and Repurchase Intention  

Hwang, Eun-Gyeong (Dept. of Hotel Culinary Art, Munkyung College)
Kim, Soo-Jung (Dept. of Herbal Foodceutical Science, Daegu Hanny University)
Kim, Byung-Ki (Gyeongsangbuk-Do Livestock Research Institute)
Publication Information
Culinary science and hospitality research / v.20, no.4, 2014 , pp. 59-74 More about this Journal
Abstract
This study aims to promote the sales of wild vegetables, which are considered well-being food. To do this, a survey was conducted based on the research model and hypotheses about the effects of the characteristics(safety, taste, price) on customer satisfaction, trust, and repurchase intention. The results are as follows. The characteristics of wild vegetables(safety, taste, price) had positive effects on customer satisfaction and trust(p<0.01). Also, customer satisfaction had a positive effect on customer trust(p<0.05). Therefore, the characteristics of wild vegetables(safety, taste, price) can be the major factors to improve customer satisfaction and trust, leading to continuous sales and repurchase.
Keywords
wild vegetable; safety; taste; price; customer satisfaction; customer trust; repurchase intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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