Abstract
The purpose of this study is to investigate the effect of service quality factors on satisfaction and revisit intention by reflecting the reality of bakery cafes. For this study, a survey was conducted using a random sampling method from February 1 to February 28, 2023, targeting customers who have used bakery cafes in Seoul and Gyeonggi Province. A total of 406 copies were used for statistical analysis, and the analysis method for the data was processed using the SPSS statistical package 24.0 In order to verify the research hypothesis, the influence relationship between factors was confirmed through frequency analysis, exploratory factor analysis, and regression analysis. Service quality was found to have a significant positive (+) effect on satisfaction, and it was found to have a partial positive (+) effect on revisit intention. In addition, it was found that customers with high satisfaction with the use of bakery cafes had a significant positive (+) effect on the intention to revisit. Therefore, a competitive cafe should be operated by providing the best emotional services such as healthy high-end bread, signature collaboration menus, and the best employee service, as well as actively supporting education to improve employees" empathy and employee service.
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