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논문 기본 정보

자료유형
학술저널
저자정보
박상규 (브레드 밀레) 박정섭 (풍년제과)
저널정보
한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 호텔리조트연구 호텔리조트연구 제20권 제1호
발행연도
2021.1
수록면
257 - 278 (22page)

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초록· 키워드

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The purpose of this study was to examine the effects of bakery servicescape, customer satisfaction and behavioral intention, and the moderating effect of SMS bakery involvement, targeting bakery customers in Gwangju and Jeonnam. The sample (344people) was conducted for customers in Gwangju and Jeonnam, and the conclusions on the hypothesis setting test are as follows. Study findings are as follows: Hypothesis 1, the sub-factors of servicescape (accessibility, cleanliness, convenience, aesthetic appeal) were found to have a positive (+) significant effect on bakery customer satisfaction. Hypothesis 2, it was found that the sub-factors of servicescape (accessibility, cleanliness, convenience, aesthetic attractiveness) had a positive (+) significant effect on bakery behavioral intentions, excluding aesthetic attractiveness. Hypothesis 3 showed that the higher customer satisfaction, the higher the revisit, recommendation intention, and continuing relationship. Hypotheses 4 and 5 showed that there is a moderating effect on customer satisfaction in the interaction term of cleanliness of bakery servicescape high involvement of SNS bakery. Bakery managers should approach from the perspective of COVID-19's long-term persistence, improve accessibility, convenience, and cleanliness of the bakery servicescape, and increase customer satisfaction and action intentions. In addition, the improvement of customer satisfaction has a positive effect on the behavior of future customers, and customers with high involvement in SNS bakery need to recognize that they value the servicescape of cleanliness and continue to develop the company.

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