목차

Ⅰ. 서론 ························································································································ 1
1. 연구의 목적 및 배경······················································································· 1
1) 연구의 목적 ································································································· 1
2) 연구의 배경 ································································································· 1
2. 연구방법과 연구구성······················································································· 3
1) 연구방법 ······································································································· 3
2) 연구구성 ······································································································· 5
Ⅱ. 이론적 배경 및 선행연구 ················································································· 7
1. 웨딩의 의의와 현황 ························································································· 7
1) 웨딩의 의의 ··································································································· 8
2) 웨딩의 현황 ··································································································· 8
2. 서비스품질 만족도························································································· 10
1) 웨딩홀 내부 시설 및 편의시설······························································· 10
2) 유치 및 홍보 ····························································································· 12
3) 서비스수준··································································································· 13
4) 웨딩홀 접근성 ··························································································· 15
3. 행동의도··········································································································· 17
1) 구전의도 ······································································································· 17
2) 계약의도 ······································································································· 18
4. 선행연구··········································································································· 18
III. 연구 설계 ··········································································································· 24
1. 연구 모형 ········································································································· 24
2. 연구 가설 ········································································································· 25
1) 서비스품질 만족과 행동의도 ··································································· 25
2) 일반적 특성과 계약의도··········································································· 26
3. 자료수집 방법································································································· 26
4. 자료 분석 방법······························································································· 27
5. 연구의 윤리····································································································· 28
IV. 연구결과 ············································································································· 29
1. 연구대상자의 일반적 특성 ··········································································· 29
2. 각 변수의 기술적 통계분석········································································· 30
3. 타당성 및 신뢰도 분석 ················································································· 31
4. 상관관계분석 ··································································································· 33
5. 회귀분석··········································································································· 34
1) 서비스 품질 만족과 행동의도································································· 34
2) 서비스 품질 만족과 구전의도································································· 34
3) 서비스 품질 만족과 계약의도································································· 35
6. 일반적 특성에 따른 행동의도(종속변수) ·················································· 37
1) 성별에 따른 행동의도 ··············································································· 37
2) 결혼준비에 따른 행동의도······································································· 37
3) 결혼유무에 따른 행동의도······································································· 38
4) 학력에 따른 행동의도 ··············································································· 38
5) 연령에 따른 행동의도 ··············································································· 39
6) 소득에 따른 행동의도 ··············································································· 40
7) 직업에 따른 행동의도 ··············································································· 41
8) 결혼예정일에 따른 행동의도 ··································································· 42
7. 가설검정결과 ··································································································· 44
Ⅴ. 결론 ······················································································································ 45
1. 연구결과의 요약 ····························································································· 45
2. 연구결과의 시사점························································································· 47
3. 연구의 한계점 및 향후 연구방향 ······························································· 49
참고문헌 ····················································································································· 50
Abstract ···················································································································· 51
설문지 ························································································································· 52