Our diet has had a great impact on the bakery industry as well as
rapid economic growth, and it has evolved into a trend that has changed
in recent years due to changes in dietary patterns and increased interest in
bakery. Therefore, in order to operate the bakery in an infinite competition
period, as the demand for bakery goods becomes more diverse, it is
important to understand what optional attributes of bakery customers have
on customer satisfaction and customer loyalty have. The purpose of this
study is to analyze the factors affecting customer satisfaction and customer
loyalty and preference attributes among customer preference attributes
(product quality, store image, and service) of shoppers using window
bakery and franchise bakery. The sample of this study was distributed to
730 customers from June 15 to July 25, 2017 through questionnaires for
customers who had experience using bakery in Seoul and Gyeonggi - do,
and 696 questionnaires were used for analysis. Analysis methods were
demographic, exploratory factor analysis, and reliability (Cronbach''s alpha
coefficient), confirmatory factor analysis, correlation analysis, research
model analysis, and research hypothesis test. The hypotheses designed through AMOS 22.0 were verified.
The results of this study are summarized as follows. First, bakery
customers'' choice attributes (product quality, store image, service) have a
positive effect on customer satisfaction and customer loyalty. Second, the
preference attributes (product quality, store image, service) of customers
using window bakery have a positive effect on customer satisfaction and
customer loyalty. Third, the selection attributes (product quality, store
image, service) of customers using franchise bakery have a positive effect
on customer satisfaction. Fourth, customers'' choice attributes (product
quality, service) of franchise bakery customers have a positive relationship
with customer loyalty, and store image has no significant effect on
customer loyalty. Fifth, multi-group analysis was conducted to compare the
customer attributes (product quality, store image, and service) of customers
using bakery store types to customer satisfaction and customer loyalty.
[Product Quality → Customer Satisfaction], [Product Quality → Customer
loyalty], and [store image → customer satisfaction], the path of the
window bakery group was statistically significant and stronger than that of
the franchise group. In the window bakery, the importance of product
quality, store image Was needed. In the path of [Service → Customer
Satisfaction] and [Service → Customer Loyalty], we can see that the path
of the franchise bakery group is more influential than the path of the
window bakery group. Therefore, the franchise bakery is more likely to
develop services that meet customers'' It seems to have to work hard, and
it should seek differentiation from window bakery through this.
The implications of this paper are summarized as follows. First, in the
domestic bakery market where the medium and small form of window
bakery is rapidly changing, the window bakery is expected to increase the
satisfaction and loyalty of customers by establishing strategies and
improving efforts to diversify product quality, It is believed to play an
important role in Second, if franchise bakery supplement and strengthen
service factor for existing service manual system, it will be able to gain
achievement in satisfaction and loyalty of customers who use bakery.
Third, to be competitive in the bakery market, it is important to cope with
the change of consumption tendency and grasp the consumption motivation
of the customers. Therefore, this study will contribute to the establishment
of a new target market and marketing strategy in the future. This
research has not only investigated consumer researches and regional
differences, but also found that the majority of Korean bakery stores still
have take - out customers than table - type customers.
In the future research, it will be more worthwhile to investigate and
study macroscopic measures with more diverse and detailed factors by
selecting the same size stores and supplementing the problems that have
been found. Through this study, It can contribute to the development of the industry.