Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of Consumption Experience on Customer Satisfaction and Customer Happiness for Dessert Cafe

디저트카페의 소비경험이 만족과 소비자 행복에 미치는 영향

  • Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University) ;
  • Yang, Dong-Hwi (Dept. of Hotel Culinary, ChoDang University)
  • 한지수 (혜전대학교 호텔조리외식계열) ;
  • 양동휘 (초당대학교 호텔조리학과)
  • Received : 2017.06.23
  • Accepted : 2017.08.16
  • Published : 2017.08.31
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Abstract

The purpose of this study was to examine the effects of consumption experience on customer satisfaction and customer happiness for dessert cafe. The survey was conducted with those who have visited dessert cafes in Seoul and Kyonggi area, using a convenience sampling method. After a total of 200 responses was collected, 172 responses were included for the multiple regression analyses in order to test the hypotheses. The results are as follows. First, it was found that consumption experience did not have an effect on customer satisfaction for dessert cafes. Second, the consumption experience (diversity, symbolism, sociality, and playfulness) of dessert cafe significantly impacted customer happiness. As a conclusion, consumption experience at dessert cafes has increased customer happiness by improving the psychological gratification rather than cognitive satisfaction.

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