와인 구매 전 기대와 와인 구매 후 성과의 기대불일치가 고객만족과 브랜드 충성도에 미치는 구조적 관계 연구

Abstract

When wine consumer purchase or select a wine, they will decide after comparing several purchase behaviors. Especially, a marketer or a company that has many different styles of a product like wine, must listen to customer's needs with attention to lead customer's purchase continuously by develop new product and promote the product according to the changing customer's needs. The purpose of this study is to analyze the structural relationship of the expectation before wine purchase and result after wine purchase that customers consider seriously at the time of purchase wine which affect on expectation-disconfirmation, customer satisfaction, and brand royalty. The result of this study showed that result after wine purchase positively affected on expectation-disconfirmation, and customer satisfaction. However, expectation before wine purchase did not affect on expectation-disconfirmation and customer satisfaction. Thus, expectation-disconfirmation between expectation and result positively affected on customer satisfaction, and customer satisfaction did affect on brand royalty.