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The Structural Relationship between On-line Word of Mouth, Value, Satisfaction, Loyalty and Popularization of Yaksun Food  

Jang, Soon-Ok (Dept. of Food Service Management and Culinary, Gyeongju University)
Lee, Yeon-Jung (Dept. of Food Service Management and Culinary, Gyeongju University)
Publication Information
Culinary science and hospitality research / v.21, no.3, 2015 , pp. 53-67 More about this Journal
Abstract
The purpose of this study is to analyze the relationship between characteristics of online word-of-mouth communication regarding medicinal cuisine on value, satisfaction, loyalty and popularization, as well the interrelationship among them, and ultimately to propose a relationship model. The survey design, empirical analysis, hypothesis examination and model application were found to be suitable. The research results are summarized below. First, regarding the characteristics of online word-of-mouth communication, professionalism and proper timing were found to have a positive influence on value and the satisfaction. Second, the value of medicinal cuisine was found to have a positive effect on satisfaction and popularization, but not on loyalty. Overall, stressing the professionalism and proper timing of online word-of-mouth communication increases the value and customer satisfaction of medicinal cuisine, which in turn increases its popularity. In particular, those interested in increasing the popularity of medicinal cuisine should not only be knowledgeable of it, but also post accurate information that details each dishes unique traits and how to properly manage ingredients and cooking methods.
Keywords
Yaksun food; word-of-mouth; value; satisfaction; loyalty; popularization;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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