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A Study on the Influence of Consulting Expertise and Experience of utilizing of Word of mouth intentions : Focused on the Mediating Effects of Consulting Firms Brand

컨설팅전문성과 활용경험이 구전의도에 미치는 영향연구 : 컨설팅사브랜드를 매개효과로

  • 조영준 (금오공과대학교 컨설팅대학원 R&D센터)
  • Received : 2012.01.18
  • Accepted : 2012.02.17
  • Published : 2012.02.29

Abstract

This Study is to verify that Consulting firm's brand plays a mediating role in consulting expertise, experience utilizing, and word of mouth intention. The results of study show that firstly, Consulting expertise and experience utilizing have a positive effect on word of mouth intention, and secondly Consulting firm's brand have also a positive effect on the mediating role in the relationship between consulting expertise & experience utilizing, and of mouth intention. This study have a significant meaning to ascertain that word of mouth intention should enhance the value of consulting firm's brand with first priority, and importance of consulting expertise and experience utilizing should be recognized, and the values of consulting expertise and experience utilizing be enhanced by consulting firm's brand.