베이커리카페의 서비스스케이프가 관계지속의도에 미치는 영향

The Effect of Servicescape of Bakery Cafe on Relationship Continuity Intention: Mediating effect of place attachment

The purpose of this study is to verify the effect of servicescape perceived by customers using bakery cafes on place attachment and relationship continuation intention, and to suggest a competitive and sustainable customer management plan in the saturated cafe market. In order to achieve the goal, the influence relationship between variables was schematized through theoretical consideration of major variables such as servicescape, place attachment, and relationship continuation intention. As a result of the empirical analysis, servicescape perceived by customers using bakery cafes had a significant effect on place attachment and relationship maintenance intention, and place attachment showed a mediating effect in the effect of servicescape on relationship maintenance intention. Based on these results, it was confirmed that when the comfort of the bakery cafe, the functional arrangement of the space, and the aesthetic elements of the interior decoration are well managed, the customer's attachment to the cafe and the intention to maintain the relationship increase.