부산대학교 도서관

As more families have only one child, with this situation, their manifest attachment and attention to the child is shown in various social phenomena, earliest one of which is the grand first birthday parties. Despite the rapid growth of the event market in the related industry, research on the first birthday event is very limited. Especially, the party is becoming a major event in kids market, detailed and logical research on the effects of various event attributes on the brand value, and recommendation intention, among other things, is rare. Therefore, this study identified attributes of event quality perceived by customers who has invited to the first birthday event, and investigated how the event quality influences the brand value, satisfaction, and recommendation intention from the service companies. Modification of the preliminary questionnaires were designed after a pilot test with faculty members who are major in hospitality management and have experienced the first baby birthday event. The validity of the questionnaire was confirmed and subsequently increased by using cross validation. The final survey distributed to participants of the birthday party in Korea which is rapid growth of the event market, and it included in two parts. First, the designed questions assessed the participants’ motivation about the experience of event, which were scored on a Likert seven-point scale ranging from 1 for “Not important at all,” 4 for “Important,” and 7 for “Very important.” Second, the survey tested to determine the elements of the event quality, four dimensions (Systemic, Humanic, Physical, Convenience) for assessing the event quality, brand value, satisfaction, and recommend intention estimated by reviewing the previous literature. The survey was performed from May 10th to 20th in 2017. Total 1000 questionnaires were distributed by online and 389 questionnaires were employed for final analysis. Total Data analyzed by using the statistical-analysis program IBM SPSS 23.0 and AMOS 21.0 to identify the relationships on formulated hypotheses. Demographic statistics tested to verify the participants’ socio-demographic elements, and the exploratory and confirmatory factor analysis will be conducted to identify the measurement model. In addition, structural equation modeling performed to confirm the formulated study. In results, clues of program and humanic significantly influenced on both brand value and customer satisfaction. In addition, physical environment was critical antecedent of brand value, and convenience was significant predictor of customer satisfaction. Furthermore, current study identified significant relationship among brand value, customer satisfaction, and recommend intention. This study provides beneficial views in foodservice industry especially in first birthday event area.