베이커리 카페의 서비스품질이 고객만족과 충성도에 미치는 영향

Abstract

Bakery cafes, which are a convergence of bakeries and coffee shops, are booming recently. For customers, it has the advantage of being able to enjoy coffee as a dessert and a bakery instead of a meal in one place. Because these bakery cafes are convergence of two industries, the research on service quality should be approached differently from the existing research on service quality of coffee shops or restaurants. Therefore, in this study, the bakery cafe service quality factors were derived and the effect of these factors on customer satisfaction and loyalty was empirically studied. For empirical research, a survey was conducted on customers of bakery cafe. The survey was conducted for cafe visitors in front of a bakery cafe, and a total of 178 copies were used for empirical analysis. As a result of the empirical study, among the service quality components of bakery cafes, employee service, coffee quality, and bakery quality had a significant effect on customer satisfaction. Also, it was studied that physical environment, employee service, coffee quality, and bakery quality had a significant effect on loyalty. And customer satisfaction was found to have a significant effect on loyalty. Service quality such as physical environment, employee service, coffee quality, and bakery quality of bakery cafes was verified as a antecedent factor to increase customer satisfaction and loyalty.