국내 베이커리 카페의 서비스스케이프가 브랜드이미지, 고객만족 및 구전의도에 미치는 영향 (The Affect of Servicescape on Brand Image, Customer Satisfaction and Word of Mouth: Focused on Bakery Cafe Consumers)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 26권 / 11호 / 128 ~ 139페이지
· 저자명 : 김자경, 이원해

초록

This study was performed to identify the relationships among bakery cafes' servicescape, brand image, satisfaction, and word of mouth. To verify the relationships, present study employed three factors for evaluating bakery cafe servicescape: Environmental factor, design factor, and social factor. Any consumers who have visiting experienced in a baker cafe within six month, were recruited for dada analysis. Online survey method was employed after checking the validity test, and total 300 customers collected but 247 participants were used after removing the unsincere answers. SPSS 23.0 and AMOS 23.0 were used for demonstrating the developed hypothesizes. Results shown that only environmental factor has significantly influenced on brand image and satisfaction, and social factor has only influenced on brand image and design factor has only directly influenced on word of mouth. In addition, current study verified the relationships among brand image, satisfaction, and word of mouth. This study will contribute to provide various marketing strategics in bakery cafe industry and shown the critical antecedent among servicescape factors to increase positive brand image and satisfaction as well as word of mouth.

영어초록

This study was performed to identify the relationships among bakery cafes' servicescape, brand image, satisfaction, and word of mouth. To verify the relationships, present study employed three factors for evaluating bakery cafe servicescape: Environmental factor, design factor, and social factor. Any consumers who have visiting experienced in a baker cafe within six month, were recruited for dada analysis. Online survey method was employed after checking the validity test, and total 300 customers collected but 247 participants were used after removing the unsincere answers. SPSS 23.0 and AMOS 23.0 were used for demonstrating the developed hypothesizes. Results shown that only environmental factor has significantly influenced on brand image and satisfaction, and social factor has only influenced on brand image and design factor has only directly influenced on word of mouth. In addition, current study verified the relationships among brand image, satisfaction, and word of mouth. This study will contribute to provide various marketing strategics in bakery cafe industry and shown the critical antecedent among servicescape factors to increase positive brand image and satisfaction as well as word of mouth.

참고자료

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