베이커리 카페의 서비스스케이프가 고객만족 및 구전의도에 미치는 영향 - 감정적몰입 조절효과 -

Abstract

This study aims to investigate the effects of bakery café servicescape on customer satisfaction and word-of-mouth intention, and to verify the mediating effect of customer satisfaction and the moderating effect of emotional involvement. A total of 432 adult consumers with recent bakery café experience in the Gwangju and Jeollanam-do regions participated in the survey. The collected data were analyzed using Structural Equation Modeling (SEM) and multigroup analysis. The results revealed that cleanliness, physical design, and social environment had significant positive effects on both customer satisfaction and word-of-mouth intention. Furthermore, customer satisfaction had a significant mediating effect on the relationship between servicescape and word-of-mouth. Emotional involvement showed a moderating role, indicating different patterns of influence depending on the level of involvement. In contrast, sensory elements did not have a statistically significant effect and were therefore rejected. This study contributes both theoretically and practically by providing a multidimensional approach to bakery café servicescape and emphasizing the need for customized marketing strategies based on emotional involvement.