베이커리 카페의 서비스 품질이 고객만족과 구전의도에 미치는 영향

A Study on Influence of Bakery Café’s Service Quality on Customer Satisfaction and Word of Mouth Intention

The purpose of this study is to identify the influence of bakery café’s service quality elements such as tangibility, reactivity, confidence, and sympathy on the customer satisfaction and intention for word of mouth. This study conducted a survey on customers using the bakery café located in Seoul between October 1st, 2018 to October 15, 2018. For sampling, this study used convenient sampling method and conducted survey through self-administration method. Total of 250 questionnaires were distributed and 238 questionnaires were collected. For study method, this study conducted frequency analysis, validity analysis, reliability analysis, correlation analysis, and linear regression analysis for study results. The analysis results were as follows. In the verification of hypothesis 1, confidence, tangibility, reliability, and sympathy among service quality elements had positive (+) influence on customer satisfaction. In the verification of hypothesis 2, confidence, reliability, and sympathy among service quality elements had positive (+) influence on intention for word of mouth. In the verification of hypothesis 3, customer satisfaction had positive (+) influence on the intention for word of mouth. The study result is significant in identifying the influencing relationship between service quality, customer, and word of mouth intention for bakery café. The study result is also significant in suggesting the basic materials about efficient customer management and service quality improvement for owners and staffs of bakery café.