SSTQUAL을 적용한 베이커리 카페의 셀프서비스 기술품질이 고객경험과 감성적 소비가치 및 재방문의도에 미치는 영향

Abstract

This study examined the effects of Self-Service Technology Quality (SSTQUAL) on customer experience, emotional consumption value, and revisit intention in bakery cafés. The SSTQUAL construct was composed of four sub-dimensions functionality, assurance, design, and emotional quality and the relationships among variables were analyzed using a structural equation model (SEM). The results showed that functionality, assurance, design, and emotional quality all had significant positive effects on customer experience. Functionality, design, and emotional quality significantly influenced emotional consumption value, while assurance quality did not. In addition, functionality, assurance, and design qualities had significant effects on revisit intention, and customer experience positively affected both emotional consumption value and revisit intention. These findings suggest that functional efficiency, design aesthetics, and emotional engagement play crucial roles in shaping customers’ perceived value and behavioral intention within technology-based service environments. This study extends the SSTQUAL framework to the emotional consumption context of the restaurant industry and provides practical implications for balancing efficiency and emotional experience in the design of self-service technologies.