Our diet has had a great impact on the bakery industry as well as rapid economic growth, and it has evolved into a trend that has changed in recent years due to changes in dietary patterns and increased interest in bakery. Therefore, in order to operate the bakery in an infinite competition period, as the demand for bakery goods becomes more diverse, it is important to understand what optional attributes of bakery customers have on customer satisfaction and customer loyalty have. The purpose of this study is to analyze the factors affecting customer satisfaction and customer loyalty and preference attributes among customer preference attributes (product quality, store image, and service) of shoppers using window bakery and franchise bakery. The sample of this study was distributed to 730 customers from June 15 to July 25, 2017 through questionnaires for customers who had experience using bakery in Seoul and Gyeonggi - do, and 696 questionnaires were used for analysis. Analysis methods were demographic, exploratory factor analysis, and reliability (Cronbach's alpha coefficient), confirmatory factor analysis, correlation analysis, research model analysis, and research hypothesis test. The hypotheses designed through AMOS 22.0 were verified.
The results of this study are summarized as follows. First, bakery customers' choice attributes (product quality, store image, service) have a positive effect on customer satisfaction and customer loyalty. Second, the preference attributes (product quality, store image, service) of customers using window bakery have a positive effect on customer satisfaction and customer loyalty. Third, the selection attributes (product quality, store image, service) of customers using franchise bakery have a positive effect on customer satisfaction. Fourth, customers' choice attributes (product quality, service) of franchise bakery customers have a positive relationship with customer loyalty, and store image has no significant effect on customer loyalty. Fifth, multi-group analysis was conducted to compare the customer attributes (product quality, store image, and service) of customers using bakery store types to customer satisfaction and customer loyalty. [Product Quality → Customer Satisfaction], [Product Quality → Customer loyalty], and [store image → customer satisfaction], the path of the window bakery group was statistically significant and stronger than that of the franchise group. In the window bakery, the importance of product quality, store image Was needed. In the path of [Service → Customer Satisfaction] and [Service → Customer Loyalty], we can see that the path of the franchise bakery group is more influential than the path of the window bakery group. Therefore, the franchise bakery is more likely to develop services that meet customers' It seems to have to work hard, and it should seek differentiation from window bakery through this.
The implications of this paper are summarized as follows. First, in the domestic bakery market where the medium and small form of window bakery is rapidly changing, the window bakery is expected to increase the satisfaction and loyalty of customers by establishing strategies and improving efforts to diversify product quality, It is believed to play an important role in Second, if franchise bakery supplement and strengthen service factor for existing service manual system, it will be able to gain achievement in satisfaction and loyalty of customers who use bakery. Third, to be competitive in the bakery market, it is important to cope with the change of consumption tendency and grasp the consumption motivation of the customers. Therefore, this study will contribute to the establishment of a new target market and marketing strategy in the future. This research has not only investigated consumer researches and regional differences, but also found that the majority of Korean bakery stores still have take - out customers than table - type customers.
In the future research, it will be more worthwhile to investigate and study macroscopic measures with more diverse and detailed factors by selecting the same size stores and supplementing the problems that have been found. Through this study, It can contribute to the development of the industry.