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http://dx.doi.org/10.20878/cshr.2017.23.5.002

Effects of Consumption Experience on Customer Satisfaction and Customer Happiness for Dessert Cafe  

Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
Yang, Dong-Hwi (Dept. of Hotel Culinary, ChoDang University)
Publication Information
Culinary science and hospitality research / v.23, no.5, 2017 , pp. 12-24 More about this Journal
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.
Keywords
Dessert cafe; Consumption experiences; Satisfaction; Consumer happiness;
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Times Cited By KSCI : 5  (Citation Analysis)
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