• Culinary science and hospitality research
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• v.24 no.1
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• pp.82-95
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• 2018

The purpose of this study is to investigate the relationship between experiential value, customer loyalty and eating out tendency of dessert $caf{\acute{e}}$ in college students. This survey was conducted for college students who have used dessert $caf{\acute{e}}$ mainly in college areas where dessert cafes are concentrated in Seoul. The survey was conducted on August 17, 2017 to 28 August. A total of 250 copies of the questionnaires were distributed and 208 copies of valid data were used for the analysis. The results of the analysis are as follows. First, emotional experience value and service experience value were found to affect customer loyalty, and cognitive experience value did not affect customer loyalty. Second, the economic and health seeking type showed a positive(+) moderating effect between emotional experience value and customer loyalty, and negative(-) moderating effect between cognitive experiential value and customer loyalty. Next, atmosphere seeking type showed a moderating effect between service experience value and customer loyalty, and the eating out seeking type showed a moderating effect between emotional experience value and customer loyalty. Finally, convenience seeking type showed positive(+) moderating effect between cognitive experiential value and customer loyalty, and negative(-) moderating effect between service experience value and customer loyalty. Based on the results of this study, the dessert cafe operator can grasp the experience value of college students in order to secure college students who are using dessert cafe as loyal customers. In particular, the relationship between experience value and customer loyalty, it is expected to provide useful data for constructing a specific positioning strategy according to each segment market.

• The Korean Journal of Food & Health Convergence
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• v.9 no.1
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• pp.11-18
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• 2023

This study aims to examine the relationship between customer satisfaction and revisit intention according to the selected attributes of dessert cafes in Korea. Additionally, we would like to provide useful data to maintain a continuous competitive advantage by comprehensively reviewing the effective operation of dessert cafes and strategic plans and methods to identify customer needs in the rapidly spreading competitive environment of the domestic dessert restaurant industry in Korea. A qualitative analysis method was applied through a literature review on satisfaction and revisit according to the selected attributes of dessert cafes, and data using theoretical backgrounds obtained through web searches and existing cases. As a result, dessert quality and convenience showed inconsistent results, and coffee quality was found to have a statistically significant positive (+) effect in various data. Moreover, various attributes such as service, image, price, diversity, and service had a significantly positive (+) effect, and satisfaction with dessert cafes also had a significantly positive (+) effect on revisit intention. In conclusion, dessert cafe managers should develop various desires that reflect consumers' tastes and are competitive so that customers can revisit dessert cafes, which requires more in-depth analysis by obtaining a more systematic sample group in the future.

• Culinary science and hospitality research
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• v.21 no.6
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• pp.38-48
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• 2015

This study examined the factors that affect the relationship between dessert cafe customer attribute election, relationship quality and behavioral intention. A total of 260 questionnaires were distributed to consumers, of which 250 were deemed suitable for analysis after the removal of 10 unusable responses. In order to perform statistical analyses required by the study, the SPSS 18.0 Statistical Program was employed for frequency analysis, factor analysis, reliability analysis, correlation, and regression analysis. The results of the exploratory factor analysis showed that three factors regarding attributes selection were extracted from all measurements with a KMO of 0.757 and a total cumulative variance of 67.885%, With regard to relationship quality, three factors were extracted with a total cumulative variance of 76.070% and a KMO score of 0.715. One factor for behavioral intention was extracted that accounted for a total cumulative variance of 66.254% and a KMO score of 0.771. All factors were significant to 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships attributes selection between relationship quality and behavioral intention was partially adopted.

• Journal of Distribution Science
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• v.16 no.10
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• pp.39-46
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• 2018

Purpose - this research is to examine the relationship between Franchise's experiential value, lovemarks, respectful recognition, and brand loyalty focusing on the control variables. Control variables such as age, occupation, education, monthly income, and kinds of restaurant are included to measure influence on these as well. Research, design, data, and methodology - 500 questionnaires were distributed from June 10th to July 10th, 2017. 225 respondents were totally included in this analysis using SPSS and AMOS program. In order to test hypothesis, factor analysis and reliability verification firstly were employed, and then covariance structure analysis was used. Results - Empirical results are as followed. First, it can be mentioned that the esthetics of dessert cafe is analyzed to have a positive effect on the perception of love and respectful perception. Second, playfulness has a positive effect on perception of love. Third, respect perception has a positive effect on brand loyalty. When variables such as age, occupation, education, monthly income, and restaurant type were used as control variables, only monthly income had a significant effect on respect recognition. This shows that the control variable has a significant effect on the causal relationship of the variables. Conclusions - In summary, it can be stated that it is necessary for marketers to establish marketing strategies in order to boost customers' experiential value such as esthetics of franchise and also to strengthen lovemarks for respectful recognition and brand loyalty.

• Journal of the Korean Society of Food Culture
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• v.35 no.3
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• pp.256-264
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• 2020

This paper provides basic data for product developers by investigating the consumption status, consumer perception, and consumer demand on products using Aster Yomena. Two hundred ninety-five people over 20 years of age were analyzed according to gender and age. In the purchase of Aster Yomena products, men were the higher purchasers except for powder. In age, noodles, wild vegetables, jangajji, tteok, and powder were consumed by those older than 30 years. In an analysis of purchase when developing Aster Yomena products, the male purchase intention was higher in all items except for kalguksu in the staple, and male purchase intention was higher in only bibimbapseasoning among aster powder addition sauce and all items in dessert. The purchase intention of those older than 30 years was higher in all items of staples, aster powder addition sause and sause The purchase intention of those older than 30 yearse was higher in green vegetables juice and milk tea among drink, and all items except ice cream among dessert. An analysis of the popularization of Aster Yomena revealed higher perceptions of men in the medium (TV, internet, online cafe, agro-fishery market), experience program (area tourism, exposition), and product development (convenience food, recipe development). The medium (agro-fishery market), experience program, and product development were more recognized in their 30s or more. The products with aster yomana require the most effective marketing to men 30 years and older, and require a strategy that will interest those in their 20s.