베이커리 카페의 선택 속성이 고객 만족 및 재방문 의도에 구조적 관계에 관한 연구
A Study on the Structural Relationship Between Selection Attributes of Bakery Cafés, Customer Satisfaction, and Revisit Intention
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This study aimed to examine the impact of selection attributes of bakery cafés on customer satisfaction and revisit intention. The main variables analyzed were product taste, physical environment, and convenience. The survey was conducted using a self-administered questionnaire from January 2 to February 15, 2025. Based on 337 valid responses, a Structural Equation Modeling (SEM) analysis was performed using SPSS 27.0 and AMOS 24.0. The results showed that product taste, physical environment, and convenience all significantly enhanced customer satisfaction, and customer satisfaction had a strong influence on revisit intention. However, among the factors, only the physical environment had a direct effect on revisit intention, suggesting that a well-managed atmosphere plays a key role in encouraging customers to return. This study offers practical implications for bakery café operators by emphasizing not only the creation of a welcoming environment but also the importance of providing high-quality products and enhancing customer convenience. In particular, unique thematic compositions, personalized customer experiences, and effective SNS marketing strategies can further enhance customer engagement and immersion. Future research should include additional selection attributes such as price sensitivity, service quality, and brand awareness, and analyze actual revisit behavior to provide deeper insights into long-term customer retention.
Abstract
This study aimed to examine the impact of selection attributes of bakery cafés on customer satisfaction and revisit intention. The main variables analyzed were product taste, physical environment, and convenience. The survey was conducted using a self-administered questionnaire from January 2 to February 15, 2025. Based on 337 valid responses, a Structural Equation Modeling (SEM) analysis was performed using SPSS 27.0 and AMOS 24.0. The results showed that product taste, physical environment, and convenience all significantly enhanced customer satisfaction, and customer satisfaction had a strong influence on revisit intention. However, among the factors, only the physical environment had a direct effect on revisit intention, suggesting that a well-managed atmosphere plays a key role in encouraging customers to return. This study offers practical implications for bakery café operators by emphasizing not only the creation of a welcoming environment but also the importance of providing high-quality products and enhancing customer convenience. In particular, unique thematic compositions, personalized customer experiences, and effective SNS marketing strategies can further enhance customer engagement and immersion. Future research should include additional selection attributes such as price sensitivity, service quality, and brand awareness, and analyze actual revisit behavior to provide deeper insights into long-term customer retention.