Browse > Article

The Impacts of Customer Characteristics and Service Quality on Attitudes and Behaviors of Bakery Cafe Customers  

Jung Jae-Chan (Major in Hotel, Restaurant & Institutional Management, The Graduate School of Human Environmental Science, Yonsei University)
Choi Mi-Kyung (Research Institute of Food & Nutritional Science, Yonsei University)
Publication Information
Korean Journal of Community Nutrition / v.11, no.3, 2006 , pp. 383-391 More about this Journal
Abstract
The purposes of this study were to examine the impacts of characteristics of bakery cafe customers and service quality on customer perceived value, customer satisfaction, intention to revisit, and intention to recommend, and to provide comprehensive understanding on attitudes and behaviors of bakery cafe customers. The questionnaire was developed through literature review and focus group interviews and was modified after pilot test. The questionnaires for the main survey were distributed to 320 males and females aged 20 and over in Seoul. A total of 275 questionnaires were used for analyses (85.9%) and the statistical analyses were completed using SPSS Win (12.0) for descriptive analyses, regression analyses, and correlation analysis. The main results were as follows. There were significant differences of intention to revisit between groups of different gender, age, and personal expenses. The service quality of product dimension affected all tested variables, and the service quality of services and price dimension had effects on customer perceived value and intention to recommend. Customer satisfaction was a unique variable that is affected by service quality of the interior environments dimension. Overall, researchers and managers of bakery cafes should understand customer attitudes and behaviors, and the results of this study would help to establish marketing strategies that meet target customers' needs.
Keywords
bakery cafe; customer attitude; customer behavior; customer satisfaction; intention to revisit;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Al-Sabbahy HZ, Ekinci Y, Riley M (2004): An investigation of perceived value dimensions: implications for hospitality research. Journal of Travel Research 42 (February): 226-234   DOI   ScienceOn
2 Gallarza MG, Saura IG (2006): Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behavior. Tourism Management 27: 437-452   DOI   ScienceOn
3 Jeon KC, Jung JW, Park BG (2005): The effect of selection attributes of Japanese restaurant customers on sales promotion, customer satisfaction, and customer loyalty. Korean Journal of Foodservice Management 8(3): 107-124
4 Kim SH, Kim TG, Lee JH (2003): Determinants of revisit intentions in family restaurants: customer value, customer satisfaction, switching costs, attractiveness of alternatives. Tourism Research 27 (1): 201-220
5 Lee JH (2000): A study on the situation specific multiattribute attitude model of bakery. Korean J Culinary Research 6(1): 177-195
6 Lee SH, Lee HG, Kwon YJ (2005): The impacts of recognized service quality in the airline industry on service attitude, expectations, perceived value and customer loyalty. Korean Journal of Hotel Management Research 14(4): 331-346
7 Parasuraman A, Zeithaml VA, Berry LL (1994): Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing 70: 193-199   DOI   ScienceOn
8 Vazquez-Carrasco R, Foxall GR (2006): Influence of personality traits on satisfaction, perception of relational benefits, and loyalty in a personal service context. Journal of Retailing and Consumer Services 13: 205-219   DOI   ScienceOn
9 Yang IS, Cha JA (2001): Foodservice management, Kyomunsa, Seoul
10 Kotler P, Bowen JT, Makens JC (2006): Marketing for hospitality and tourism, 4th ed, Pearson Education, Inc, Upper Saddle River, NJ
11 Yang IS, Kang HS, Weon CH (2000): Customer perception levels towards service quality attributes of university residence hall foodservice by importance-performance analysis. Korean J Community Nutrition 5 (4): 662-671
12 Lee MK, Hong ST (2001): Understanding on consumer behavior, Beobmunsa, Seoul
13 Jeong KH, Kim SJ (2004): A study on the customers' selection attributes and satisfactions for window bakeries. Korean Journal of Foodservice Management 7 (2): 7-23
14 Oh H, Parks SC (1997): Customer satisfaction and service quality: a critical review of the literature and research implications for the hospitality industry. Hospitality Research Journal 20 (3): 35-64
15 Choi MK, Jung JC (2006): The importance-performance analysis of bakery cafe choice attributes perceived by customers in Seoul. J Korean Soc Food Sci Nutr 35 (4): 456-463   과학기술학회마을   DOI
16 Parasuraman A, Zeithaml VA, Berry LL (1988): SERVQUAL a multipleitem scale for measuring consumer perception of service quality. Journal of Retailing 64: 13-40
17 Han KS, Chae IS, Kim KH (2005): Foodservice management, Kyomunsa, Seoul
18 Shin JY, Yu DS, Lee SH, Park SH (2005): A study on the effect of family restaurant brand and service quality on customer satisfaction and revisit. The Journal of Culture & Tourism Research 7 (1): 243-265
19 Ekinci Y, Sirakaya E (2004): An examination of the antecedents and consequences of customer satisfaction. Consumer Psychology of Tourism, Hospitality and Leisure 3: 189-202
20 Lovelock C, Wirts J (2004): Services marketing: people, technology, strategy, 5th ed, Prentice Hall, Upper Saddle River, NJ
21 Oliver RL (1980): A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research 17 (4): 460-469   DOI   ScienceOn
22 Oliver RL, Bearden WO (1985): Disconfirmation processes and consumer evaluations in product usage. Journal of Business Research 13 (3): 235-246   DOI   ScienceOn
23 Lim YJ, Bae MH (2004): A Report on diagnosis and prospect for bakery industry. Monthly Bread & Cake 198 (December) 94-99
24 Ostrom A, Iacobucci D (1995): Consumer trade-offs and the evaluation of services. Journal of Marketing 59: 17-28
25 Geva A, Goldman A (1991): Duality in consumer post-purchase attitude. Journal of Economic Psychology 12 (1): 141-164   DOI   ScienceOn
26 Kim HU (2003): Trends and perspectives in industry of bakery. Food Sci Industry 36: 3-12
27 Lee MR, Joo HS (2005): The effects of the image, perceived service quality, involvement and perceived value on the customer satisfaction and customer loyalty in convention. Journal of Tourism & Leisure Research 17 (2): 61-78
28 Jeong KH (2004): A study on the differences of bakery selection attributes based on customer's behavior. Tourism Leisure Research 16: 193-208
29 Kim MS (2006): A rush of conglomerates into bakery market. Monthly Bakery 450 (January): 38-39
30 Lee KO, Kang IH (2004): Effect of hotel service quality on guest satisfaction, revisit, and recommendation intention: the case study of Gyeongju G hotel. Korean Journal of Hotel Administration 13 (2) : 17-35
31 Park SJ, Kim YS (2005): The effect of repurchase intention on baker shop customer's service quality satisfaction. The Korean Journal of Culinary Research 11 (3): 40-55