Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
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The Impacts of Customer Characteristics and Service Quality on Attitudes and Behaviors of Bakery Cafe Customers

베이커리 카페 고객 특성과 서비스 품질이 고객 태도와 행동에 미치는 영향

  • Jung Jae-Chan (Major in Hotel, Restaurant & Institutional Management, The Graduate School of Human Environmental Science, Yonsei University) ;
  • Choi Mi-Kyung (Research Institute of Food & Nutritional Science, Yonsei University)
  • 정재찬 (연세대학교 생활환경대학원 호텔.외식.급식경영) ;
  • 최미경 (연세대학교 식품영양과학연구소)
  • Published : 2006.06.01
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Abstract

The purposes of this study were to examine the impacts of characteristics of bakery cafe customers and service quality on customer perceived value, customer satisfaction, intention to revisit, and intention to recommend, and to provide comprehensive understanding on attitudes and behaviors of bakery cafe customers. The questionnaire was developed through literature review and focus group interviews and was modified after pilot test. The questionnaires for the main survey were distributed to 320 males and females aged 20 and over in Seoul. A total of 275 questionnaires were used for analyses (85.9%) and the statistical analyses were completed using SPSS Win (12.0) for descriptive analyses, regression analyses, and correlation analysis. The main results were as follows. There were significant differences of intention to revisit between groups of different gender, age, and personal expenses. The service quality of product dimension affected all tested variables, and the service quality of services and price dimension had effects on customer perceived value and intention to recommend. Customer satisfaction was a unique variable that is affected by service quality of the interior environments dimension. Overall, researchers and managers of bakery cafes should understand customer attitudes and behaviors, and the results of this study would help to establish marketing strategies that meet target customers' needs.

Keywords

References

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