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KMID : 0665420120270050490
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Korean Journal of Food Culture
2012 Volume.27 No. 5 p.490 ~ p.495
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Development of Structural Model for Quality, Value, Satisfaction, and Loyalty in a Wine Training Program
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Lee In-Soon
Lee Hae-Young
Kim Hye-Young
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Abstract
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The purpose of this study was to analyze the effects of quality factors on value, satisfaction and loyalty in a wine training
program. The results of this study can be summarized as follows: Structural verification of the wine training program loyalty model showed that the quality of the wine training program positively affected both value (p<0.001) and satisfaction
(p<0.001). Further, the value of the wine training program positively affected satisfaction (p<0.01), which in turn positively
influenced loyalty (p<0.001). The quality of the wine training program was presented as solicitude for students, textbook
and curriculum, qualification and confidence of lecturer and staff, and training quality, whereas the value of the program was composed of sense of belonging, promotion of self-esteem, good impression on others, and improvement of social status. Therefore, the wine training institute’s intensive management of the quality and value of the program could induce students’ loyalty by enhancing satisfaction for the wine training program.
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KEYWORD
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Wine training program, quality, value, satisfaction, loyalty
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