상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
해양관광연구 제15권 제2호.jpg
KCI등재 학술저널

라이프스타일에 따른 해안가 베이커리카페 선택속성이 고객충성도에 미치는 영향

The Effect of Seaside Bakery Cafe Selection Attributes According to the Lifestyle on the Customer Loyalty

DOI : 10.22929/jmtr.2022.15.2.003
  • 96

During the pandemic, daily life is expected to change significantly depending on lifestyles in a limited environment such as movement restrictions and social distancing. Seaside bakery cafes, centering on marine tourist destinations, raise expectations for differentiation not easily experienced in the city center. This study aims to suggest effective market segmentation and marketing strategies to managers by identifying various customer requirements and seeking strategic plans. First, the lifestyle group was divided into safety-seeking group, practicality seeking, and challenge-seeking group, and all groups showed differences in the selection attributes of bakery cafes. Second, the selection attributes of bakery cafes such as product, convenience, serviceability, and internal/external environment all had a significant effect on customer loyalty, and it was confirmed that internal/external environment had the highest influence. As a result of this study, it was confirmed that it is necessary to secure and develop attractive spatial characteristics according to the lifestyle of visitors. In other words, they prefer a practical, safe, healthy and convenient environment.

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

로딩중