• 한국조리학회지
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• 제21권6호
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• pp.14-27
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• 2015

본 연구는 베이커리카페의 서비스스케이프가 고객만족과 재방문의도에 미치는 영향관계를 알아보고자 하며, 서비스스케이프와 재방문의도 간 고객만족의 매개효과를 규명하는 데 연구의 목적을 두고 있다. 연구대상으로 선정된 베이커리카페는 서울 지역에 위치한 10곳을 대상으로 하였으며, 해당 베이커리카페를 방문하여 관계자의 양해를 얻어 2015년 3월 15일부터 24일까지 10일간 20대 이상의 고객을 대상으로 실시하였다. 설문지는 자기기입식으로 총 250부을 배포하여 이중 불성실한 응답자와 결측치 6부를 제외한 244부(97.6%)를 최종적으로 연구 분석에 사용하였다. 응답자의 인구통계학적 특성을 알아보기 위한 빈도분석, 측정도구의 신뢰성과 타당성 검증을 위해 신뢰도 분석과 탐색적 요인분석, 연구가설을 검증하기 위해 단순회귀분석, 다중회귀분석, 매개분석을 실시하였으며, 본 연구 분석에 필요한 모든 자료는 SPSS 18.0 통계 프로그램을 이용하여 분석하였다. 연구결과, 서비스스케이프는 고객만족과 재방문의도에 영향을 미치며, 고객만족은 매개효과가 있는 것으로 조사되었다. 이를 통해 베이커리카페의 향후 마케팅자료와 차별적인 서비스스케이프 활용방안을 제시하였다. 연구의 한계 및 향후 연구 방향에 대해서도 논의하였다.

• 한국프랜차이즈경영연구
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• 제13권1호
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• pp.47-57
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• 2022

Purpose: Recently, it is common to see cases where an amount similar to the cost of a meal is spent on dessert, or an amount greater than the cost of a meal is spent on dessert. The generation MZ is showing a tendency of 'value consumption' by consuming values and beliefs in consideration of the recent impact on society and the environment. Therefore, this study aims to analyze the effect of dessert cafe quality and eco-friendly behavior on customer trust and loyalty targeting the generation MZ who have visited desert cafés. This study examined the mediating role of customer trust in the relationships between desert café quality, eco-friendly behavior and customer loyalty, and also the moderating effect of and eco-friendly behavior on customer trust and customer loyalty. Research design, data, and methodology: To achieve purposes of this study, 229 data were collected from respondents who visited desert café and analyzed using measurement model (reliability test and correlation analysis), Fornell-Larcker Criterion and Heterotrait-Monotrait Ratio (HTMT) assessment, and structural equation model (PLS-SEM) with SPSS 22.0 and SmartPLS 3.3.7. Results: The research results are as follows. First, desert cafes' quality positively influenced customer trust but did not customer loyalty. Second, desert cafes' eco-friendly behavior positively influenced customer trust and customer loyalty. Fourth, the interaction term of dessert cafe quality and eco-friendly behavior did not influence customer trust and customer loyalty. Conclusions: This study emphasized the necessity of service quality and eco-friendly behavior of dessert cafes by examining the relationship between the quality of dessert cafes and eco-friendly behaviors, customer trust and loyalty. It also found the importance of the role of trust in securing loyal customers. In order to secure and retain loyal customers, the owners of dessert cafes should make effortsto improve the quality of the cafes' products and services so that customers can feel a sense of trust, and actively publicize that they are practicing eco-friendly management. As a result of this study, it is intended to provide practical implications for the management of dessert cafes by understand ing the effects of product and service quality and eco-friendly behaviors of companies to bakery industry workers and start-ups.

• 식품보건융합연구
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• 제10권1호
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• pp.7-15
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• 2024

The bakery cafe and dessert industry in Korea is expanding, but it requires continuous innovation to remain competitive and adaptable. Therefore, this study aims to examine the effect of five sense factors on customer satisfaction and relationship continuance intention in Korean dessert cafes. A survey was conducted among 200 consumers who had visited a Korean dessert cafe in Seoul and Gyeonggi Province. Regression analysis was conducted for hypothesis testing, and the research results are as follows. First, among the five sensory factors in Korean dessert cafes, gustatory, visual, and olfactory factors positively impacted customer satisfaction and relationship continuance intention. These results suggest that the taste and presentation of Korean desserts in cafes and the aroma of both the desserts and the café are essential. However, auditory and tactile factors did not impact customer satisfaction and intention to continue the relationship. Second, customer satisfaction improved the intention to continue the relationship. This finding suggests that improving customer satisfaction in Korean dessert cafes positively impacts maintaining customer loyalty. Therefore, operators of Korean dessert cafes should consider gustatory, visual, and olfactory aspects when developing dessert menus and planning the physical environment of their restaurants.

• 한국식품조리과학회지
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• 제28권6호
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• pp.721-729
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• 2012

This paper aimed to investigate the influence of consumer lifestyle on consumer selection of bakery cafe attributes. Data were collected through a self-administered questionnaire by 403 random consumers between the ages 20s and 30s in several bakery cafes in Seoul and Gyonggi area. Different methods of statistical analysis had been used such as frequency analysis, factor analysis, k-means clustering analysis, cross tabulation, one way ANOVA and Duncan's multiple range test with SPSS for Window 13.0 package. First, when analyzing the 16 questions of comsumer lifestyles, four factors were extracted: 'dining out-oriented factor', 'achievement-oriented factor', 'brand-oriented factor', and 'health-oriented factor'. Second, the respondents were divided into three groups by k-means cluster analysis: no interest group, dining-out & value oriented group, and health-brand oriented group. Third, consumer's bakery cafe attributes were categorized into five factors including 'food', 'convenience and image', 'store promotion', 'positive dining experience', and 'menu & merchandises'. Finally when analyzing the differences in the selection of bakery cafe attributes according to consumer's lifestyles, it showed a significant differences.

• 동아시아식생활학회지
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• 제16권2호
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• pp.156-164
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• 2006

The purposes of this study were to examine bakery cafe use and to identify differences according to gender and age. The questionnaires developed for this study were distributed to 320 males and females aged 20 and over in Seoul. A total of 285 questionnaires were used for analysis(89.1%) and the statistical analyses were completed using SPSS Win (12.0) for descriptive analysis and $x^2-test$. Over 80% of customers used bakery cafes once a month or less, and female customers visited more often than males. The main reasons for using bakery cafe were to chat and then, to buy and eat bakery products. There was a significant difference by age. Average time consumed at a bakery cafe was usually under 1 hour and 30 minutes. Female and younger customers stayed longer than male and older customers, respectively. The majority of customers(85.6%) were accompanied by 2 or less guests and there was no significant difference between the groups. The expenses per person per visit were usually $3,000won{\sim}10,000won$, and the percentage of customers who spent at least 15,000 won was highest in those aged 41 and more. The groups with different gender and age also differed in their choices of products. Customers who are female or under 41 years old used coffees or beverages more often than other group customers. There was no significant difference in understanding on bakery cafe between groups, and 64.9% of respondent answered that they understood bakery cafe as a complex of bakery and cafe. Overall, for early settlement and development of the bakery cafe industry, it seems very important to establish marketing strategy that meets target customers' needs on the basis of understanding their patterns of bakery cafe use.

• 대한지역사회영양학회지
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• 제11권3호
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• pp.383-391
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• 2006

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.

• 한국식품영양과학회지
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• 제35권4호
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• pp.456-463
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• 2006

본 연구는 최근 새로운 외식 산업 트랜드로 부각되고 있는 베이커리 카페의 특징적인 고객 선택속성을 규명하고 고객인지 중요도와 수행도의 비교 분석을 통해 베이커리카페 운영상의 중점 개선점과 차별화된 마케팅전략을 제안하기 위채 2005년 10월 12일부터 10월 20일까지 서울지역 만 20세 이상 소비자 320명을 대상으로 실시되었다. 설문지는 제품, 서비스, 시설, 입지, 브랜드 등과 관련한 선택속성별 중요도와 수행도를 평가하도록 구성되었고, 유효한 275부(이용율 85.9%)가 분석에 이용되었으며, 주된 결과는 다음과 같다. 베이커리카페의 특징적인 고객 선택속성을 도출하기 위해 문헌조사와 포커스그룹 인터뷰 및 파일럿테스트를 통해 개발한 설문지는 타당도와 신뢰도가 검증되어 도구호서 적합한 것으로 나타났다. 고객인지 베이커리카페 선택속성 중요도 수준은 위생 및 청결, 제품 품질, 편안하고 쾌적한 시설과설비, 베이커리 제품의 맛, 조용하고 편한 분위기, 서비스속도, 가시성 등에서 높게 나타나 베이커리카페 이용고객은 제품뿐 아니라 서비스와 분위기에 대한 중요도를 높게 여기고 있는 것으로 나타났고, 수행도에 있어서는 브랜드 차원만이 중요도에 비해 수행도가 높았고, 제품 차원, 서비스 가격차원, 내부환경 차원에 있어서는 중요도에 비해 수행도가 유의적으로 낮아 개선이 필요한 것으로 사료된다. 중요도 수행도 분석(IPA) 결과에서는 차원별로는 서비스 가격 차원의 경우 중요도는 높은 반면 수행도가 낮은 중점 개선 영 역에, 내부환경 차원, 제품 차원, 브랜드 차원은 중요도와 수행도가 모두 높은 유지관리 영역에, 이용의 편의성 차원과 입지 차원은 중요도, 수행도가 모두 낫은 향후 개선대상 영역에 포함되어 서비스 가격 차원의 개선이 가장 시급한 것으로 나타났고, 기타 차원의 경우 장기 적이고 지속적인 관리 개선책 마련이 필요한 것으로 사료된다. 세부속성별로는 "분위기가 조용하고 편안하다.", "불만이나 고충이 신속히 처리된다."라는 속성이 중점개선 영역에 포함되어 분위기와 고충처리 부분에 대한 개선을 위한 집중적인 노력이 필요한 것으로 분석되었고, "내부시설 및 기물이 쾌적하다.", "종업원이 친절하다." 항목은 유지관리 영역에 포함되기는 하였으나, 수행도 수준이 중요도에는 다소 못 미쳐 일부 개선이 필요한 것으로 사료된다. 전반적으로 기존의 일반 베이커리 연구들에서 나타난 선택속성 및 고객인지 중요도가 제품중심이었던 결과와는 달리 베이커리카페에 대해 고객이 인지하는 중요 선택속성은 제품, 서비스, 인테리어 등의 복합적인 요소가 포함되는 것으로 나타나 향후 베이커리카페 관련연구에서는 이러한 차이를 명확히 파악하고 연구를 전개해 나가야 할 것으로 사료된다. 또한 업체의 마케팅전략 수립에 있어서도 고씩의 욕구에 부응하기 위해 중요도와 수행도의 차이가 큰 선택속성 차원과 세부항목을 중점대상으로 하여 일반 베이커리와는 구분되는 방식으로 접근해야 할 것으로 판단된다. 이상의 결과를 종합해볼 때, 베이커리카페 이용고객은 특징적인 선택속성을 기준으로 베이커리카페를 선택하는 것으로 나타나 새로운 외식 산업 군인 베이커리카페의 조기정착과 발전을 위해서는 이러한 선택속성에 대한 이해를 바탕으로 활발한 연구가 진행되어야 할 것으로 사료된다. 또한 본 연구를 통해 도출된 선택속성 차원 중 많은 경우에 있어 고객이 인지하고 있는 중요도에 비해 수행도가 낮은 것으로 나타나 해당 차원의 개선을 위한 경영자들의 노력이 요구되어 진다.

• 한국조리학회지
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• 제12권3호
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• pp.1-16
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• 2006

This study investigates the level of customers' preferences for the menu at rice cake cafes. The study aims at examining the potential of restaurants with rice cake dishes and suggesting the ways to contribute to the potential. For this study, various rice cake cafes in Seoul which were often mentioned in the Internet portal sites and mass media are selected such as Jilsilu, Midan, Yaemunbyeonggwa, and Howeondang. Some of the customers in these rice cake cafes from August 16th to 26th in 2005 are the participants in this study. Using Windows SPSS 11.0 for statistical analysis, the validity of the items in the questionnaire is tested through Cronbach's Alpha which also reveals the internal reliability. Variables are analysed to eliminate less important variables. In order to examine the differences between groups by norm population profiles, t-test and ANOVA are conducted. For obtaining the degree of impact of rice cake cafe preference variables on the satisfaction in the rice cake cafe, regression analysis is carried out. As a result, for preferences for dishes, 19 variables among 22 are identified and divided into four factors which are named as 1) fundamental factor, 2) external factor, 3) appearance factor, and 4) structural factor. The fundamental factor, external factor, appearance factor, and structural factor are all significantly influential to the level of satisfaction with the menu, yet the fundamental factor is the most powerful factor among them.

• 디지털산업정보학회논문지
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• 제20권1호
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• pp.17-29
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• 2024

The Gyeongin Ara Waterway is a regional development project designed to transport cargo by sea and to utilize the surrounding waterfront area to enjoy tourism and leisure. It is being used as a space for demonstration projects for urban air transportation (UAM), which has recently been attracting attention, and various efforts are being made at the local level to strengthen cultural and tourism functions and revitalize local food. This study examined the perception and trends of tourism consumers on the Gyeongin Ara Waterway before and after the outbreak of COVID-19. The research method utilized semantic network analysis based on social network analysis. As a result of the study, first, before the outbreak of COVID-19, key words such as bicycle, Han River, riding, Gimpo, Seoul, hotel, cruise ship, Korea Water Resources Corporation, emotion, West Sea, weekend, and travel showed a high frequency of appearance. After the outbreak of COVID-19, keywords such as cafe, discovery, women, Gimpo, restaurant, bakery, observatory, La Mer, and cruise ship showed a high frequency of appearance. Second, the results of the degree centrality analysis showed that before the outbreak of COVID-19, there was increased interest in accommodations for tourism, such as Marina Bay and hotels. After the outbreak of COVID-19, interest in food such as specific bakeries and cafes such as La Mer was found to be high. Third, due to the CONCOR analysis, five keyword clusters were formed before the outbreak of COVID-19, and the number of keyword clusters increased to eight after the outbreak of COVID-19.