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외식업의선택요인에대한부정적구전커뮤니케이션과구매행동과의관계
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외식업의 선택요인에 대한 부정적 구전커뮤니케이션과
구매행동과의 관계
Relation between Negative Word-of-Mouth Communication on Choice of Restaurant and Purchasing Behavior in the Customer of Food Service
이정실*․최순희**1)
Lee, Joung-Sil․Choi, Soon-Hee
Abstract
Lots of consumers today would like to collect information prior their purchasing behavior and, in fact, they obtain relative information from their friend, relatives or neighbors. Thus, word-of-mouth communications is one of the most important element of sales promotion methods by the markers. Therefore, this research looks into what negative communications is and its relation to purchase behavior.
In order to achieve the objects of this study, questionnaires were developed. The questionnaire conducted for the audience of Busan citizen who had experiences negative word-of-mouth communications regarding choice of food service industry.
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집단내 커뮤니케이션과 집단간 커뮤니케이션 |
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집단내커뮤니케이션,구전커뮤니케이션,집단간커.. |
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집단내커뮤니케이션과 집단간커뮤니케이션,버즈.. |
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소비자행동론,기업사례,삼양,펩시,브랜드마케팅.. |
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바이럴마케팅,바이럴마케팅사례,소셜미디어를활.. |
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이벤트소비자의 구전 커뮤니케이션 |
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레종마케팅전략,레종분석,레죵.RAISON,담배마케.. |
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[소비자행동] 소비자행동론(소비자의 심리적 영.. |
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서비스 마케팅에 대해 |
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고객만족과 이탈, 고객로열티 향상 방안 |
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호텔 기업에서의 관계 마케팅 |
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[마케팅관리]_ |
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소비자구매행동,소비자구매후행동,구매후행동,.. |
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[일본 외식산업의 역사] 일본의 외식산업 발전.. |
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2011.04.08
13페이지
