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The Effects of Product Quality on Customer Trust and Long-Term Orientation in Bakery Franchises  

Lee, Myung-Ho (Division of Food Science & Culinary Art, Shin Han University)
Publication Information
Culinary science and hospitality research / v.20, no.3, 2014 , pp. 125-136 More about this Journal
Abstract
The purpose of this study is to provide the bakery franchise chains with practical suggestions through the analysis of the product quality that leads to customer trust and long-term reliance. For this study, I collected corresponding materials and made an inquiry survey with special emphasis on the covariance analysis to produce trustworthy results along with the analysis of factors. For the empirical analysis, among 350 copies of questionnaire distributed in the Seoul metropolitan area, 322 copies with 96% of usable response rate were used for the analyses using SPSS 18.0 and AMOS 18.0. Then, the covariance analysis was carried out for the verification of the hypotheses of the study. A summary of the results are as follows. First, texture, color and decoration, flavor and feel showed a positive effect on customer trust. Second, customer trust had a positive effect on the long-term orientation. Third, texture, color and decoration, flavor and feel showed a positive effect on the long-term orientation.
Keywords
bakery franchises; customer trust; long-term orientation; product quality;
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Times Cited By KSCI : 1  (Citation Analysis)
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