Impact of Service Quality of House Wedding Events on the Service Value and Satisfaction

Abstract

With the current popularity of the newly emerged house wedding events (HWE), this study aims to investigate the impact of service quality of house wedding events on service value and satisfaction of customers. Based on literature review, two main components of HWE service quality attributes were selected: physical service and human service. For service value, three components were chosen: social, aesthetic, and monetary value. The study conducted self-administered questionnaire survey from July 1 st to August 31 st 2013 targeting 300 male and female over age 20 with experiences of participating in HWE held in Seoul metropolitan areas. The final valid samples were 267 copies. Frequency analysis, exploratory factor analysis, reliability analysis and regression analysis were conducted on the collected data. The result of this study showed a significant positive impact of HWE's service quality, which in turn influence satisfaction. In addition, the study found the direct impact of HWE's service quality on customer satisfaction. Based on the results, this study also discussed practical implications.