베이커리 카페의 품질과 긍정적 감정, 고객만족, 재방문의도 간의 관계

Abstract

The purpose of this study is to investigate the relationship between the quality of bakery cafes, positive emotions, customer satisfaction, and revisit intention. By achieving this purpose, we tried to understand the quality of bakery cafes and to provide useful operation plans for bakery cafes to meet trends and consumer needs. In the case of Hypothesis 1, menu quality and physical environmental quality had a positive (+) effect on positive emotions, but hospitality service quality did not. In the case of Hypothesis 2, it was found that the quality of hospitality service and physical environmental quality had a positive (+) effect on customer satisfaction, but the menu quality did not affect customer satisfaction. In the case of Hypothesis 3, positive emotions had a positive (+) effect on the revisit intention. In the case of Hypothesis 4, customer satisfaction had a positive (+) effect on the revisit intention. This study emphasizes the necessity of improving the quality of bakery cafes and the importance of the physical environment in particular.