베이커리 카페의 환경단서와 고객접점서비스, 내적반응, 행동의도 간의 구조적 관계연구

Abstract

The purpose of this study is to identify the structural relationship environmental clues of bakery cafe, service encounter, internal response and behavior intention. This study conducted survey using the judgement sampling method among the non-probability sampling methods. To accomplish the study purpose, this study distributed questionnaires to customers using bakery café located in Seoul, Gyeonggi, and Incheon regions. The verifications from hypothesis 1 to hypothesis 7 were as follows. First, the hypothesis 1 of “Environmental clue will have positive influence on internal response” was adopted. Secondly, the hypothesis 2 of “Service encounter will have positive influence on internal response” was adopted. Third, the hypothesis 3 of “Environmental clue will have positive influence on behavior intention” was rejected. Fourth, the hypothesis 4 of “Service encounter will have positive influence on behavior intention” was rejected. Fifth, the hypothesis 5 of “Internal response will have positive influence on behavior intention” was adopted. Sixth, the hypothesis 6 of “Environmental clue will have positive influence on behavior intention through internal response” was adopted. Seventh, the hypothesis 7 of “Service encounter will have positive influence on behavior intention through internal response” was adopted. In integrating the theoretical and practical implicants from the study results, there are two key points. First, service encounter had greater influence on behavior intention than environmental clue. Secondly, behavior intention is depending on enhancing the internal response.