디저트카페의 고객접점서비스가 고객만족과 행동의도에 미치는 영향에 관한 연구

Abstract

This study attempted to present practical measures and development directions for profit increase, profit generation, and marketing strategies of dessert cafes by grasping the influence relationship between customer contact service, customer satisfaction, and behavioral intention at the moment when various types of dessert cafes are exploding. Theoretical considerations, research models, and hypotheses were based on previous studies, and for empirical analysis, a survey was conducted on restaurant consumers who had experience using and visiting dessert cafes from July 1, 2020 to August 15, 2020. For the data analysis, SPSS 21.0 was used, and demographic characteristics, factor analysis, reliability analysis, and multiple regression analysis were conducted, and the validity and reliability verification results of the factors were verified to be suitable for the significance level. As a result of the study, it was found that the interaction factor of the customer contact service did not affect customer satisfaction, and currently, restaurant consumers tend not to value face-to-face interaction according to social changes and tendencies. Customer satisfaction was found to have a significant effect on behavioral intention, and customer contact service was found to have a significant effect on behavioral intention. This study aims to present service quality improvement and marketing strategies by using various service contacts, identifying consumers' needs through trend analysis, creating service scalps, and strengthening employees' work performance skills