한식 디저트 카페 선택속성이 서비스 가치와 고객만족에 미치는 영향

Abstract

This study aims to analyze the effect of the selection attribute of Korean dessert cafes on service value and customer satisfaction from a consumer's point of view. In particular, since there has been no study that specifically analyzed the relationship between the customer's choice of Korean dessert cafes and the service value, the conduct of this study is considered to be of research value. Since each Korean dessert cafe has different characteristics, the selection attribute may also appear differently. When consumers choose a Korean dessert cafe, the selection attribute can affect the service value, and if the service value and satisfaction increase, the probability of revisiting will increase. Therefore, by grasping the detailed factors of Korean dessert cafes, it is intended to improve the satisfaction of consumers and to devise a plan to attract loyal customers by increasing the revisit rate. In addition, it was intended to be used as a basis for presenting basic data and practical development plans that can be utilized for reinforcement of the optional attributes that can increase service value and customer satisfaction. The summary of the results of this study is as follows. First, hypothesis 1, among the sub-factors constituting the selection attribute of Korean dessert cafe, quality, convenience, and atmosphere were found to have a significant positive(+) impact on service value in the order of quality, and it was found that service and price had no effect on service value. Second, hypothesis 2 service value was found to have a significant positive(+) effect on customer satisfaction. Third, among the sub-factors constituting the selection attribute of Korean dessert cafes, quality, convenience, and atmosphere were found to have a significant positive(+) effect on customer satisfaction, on the other hand, it was found that service and price had no effect on customer satisfaction.