베이커리카페 이용객 고객가치가 고객만족, 고객감정반 응 및 행동의도와의 구조적 관계연구
A Study on the Structural Relationship between Customer Value, Customer Satisfaction, Customer Emotion Response, and Behavioral Intention of Bakery Cafe
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The purpose of this study is to analyze the effect of customer value on customer satisfaction, customer 's emotional response and behavioral intention of bakery cafe, the relationship between each factor and the difference between Gangwon area and other areas. This study used SPSS Window Version 20.0 & AMOS 18.0 for analyzing 340 customers using bakery cafe. First, the emotional value, economic value, and social value of customer value of bakery cafe positively influenced customer satisfaction and functional value did not affect customer satisfaction. Second, the economic value of customer value of bakery cafe, social value has a positive effect on customer 's emotional response, functional value has negative effect on customer's emotional response, The emotional response was not affected. Third, customer satisfaction has a positive effect on customer 's emotional response. Fourth, customer satisfaction has a positive effect on word intention and redirection intention, but customer satisfaction has no effect on complaint intention. Fifth, customer emotional response has a positive effect on redirection intention and complaint intention, but customer emotional response has no effect on word intention. Sixth, as a result of the difference analysis between the Gangwon area and the Seoul area, the results showed a big difference.
Abstract
The purpose of this study is to analyze the effect of customer value on customer satisfaction, customer 's emotional response and behavioral intention of bakery cafe, the relationship between each factor and the difference between Gangwon area and other areas. This study used SPSS Window Version 20.0 & AMOS 18.0 for analyzing 340 customers using bakery cafe. First, the emotional value, economic value, and social value of customer value of bakery cafe positively influenced customer satisfaction and functional value did not affect customer satisfaction. Second, the economic value of customer value of bakery cafe, social value has a positive effect on customer 's emotional response, functional value has negative effect on customer's emotional response, The emotional response was not affected. Third, customer satisfaction has a positive effect on customer 's emotional response. Fourth, customer satisfaction has a positive effect on word intention and redirection intention, but customer satisfaction has no effect on complaint intention. Fifth, customer emotional response has a positive effect on redirection intention and complaint intention, but customer emotional response has no effect on word intention. Sixth, as a result of the difference analysis between the Gangwon area and the Seoul area, the results showed a big difference.
참고문헌 (33)
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