THE FACTORS EFFECT ON WORD OF MOUTH IN WEDDING VENUE

Abstract

In 2020, Viet Nam started with difficulties for the economy in the face of the complicated developments of the covid-19 epidemic. The business of event venue services and wedding banquet venues has a challenging time reaching their business profit targets in the short term. With the correct and timely government policies, the socio-economic situation has stabilized gradually in 2021. In the long term, the professional wedding ceremony market will continue to develop, and competition is increasing. The context requires firms in this field to improve and create specific competitive advantages. The study combines qualitative and quantitative research methods to determine functional value, social value, and positive mood strongly affects customers' word of mouth using wedding venue services in Vietnam. The research results provide implications for managers in the wedding event field to evaluate the management strategy of promoting communication on customers who have used the services.