라이프스타일에 따른 해안가 베이커리카페 선택속성이 고객충성도에 미치는 영향

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

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.