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.
This study aims to analyze the influence of bakery cafes servicescape on customer satisfaction and revisit intention, and to verify the mediating effect of customer satisfaction on the relationship between servicescape and revisit intention. This study targeted 10 bakery cafes located in Seoul, and after asking the persons concerned of the bakery cafes to check understanding, a survey with customers aged 20 or over was conducted over 10 days from March 15th to 24th 2015. A total of 250 self-administered questionnaires were distributed, and 244 questionnaires(97.6%) were used for study analysis after the exclusion of 6 incomplete and unreliable responses. To investigate the demographic characteristics of the respondents, a frequency analysis was carried out; for verification of the reliability and validity of the measuring tools, a reliability analysis and exploratory factor analysis were carried out; and for verification of the research hypotheses, simple and multiple regression analyses as well as a mediation analysis were carried out. All the data required for this study were analyzed using the SPSS 18.0 statistic program. The study findings showed that servicescape influenced customer satisfaction and revisit intention, and that Customer satisfaction had a mediating effect. Based on these findings, future marketing strategies and differentiated servicescape application methods for bakery cafes were suggested. Moreover, the limitations of the study and orientation for further research were discussed.
This study aims to analyze the influence of bakery cafes servicescape on customer satisfaction and revisit intention, and to verify the mediating effect of customer satisfaction on the relationship between servicescape and revisit intention. This study targeted 10 bakery cafes located in Seoul, and after asking the persons concerned of the bakery cafes to check understanding, a survey with customers aged 20 or over was conducted over 10 days from March 15th to 24th 2015. A total of 250 self-administered questionnaires were distributed, and 244 questionnaires(97.6%) were used for study analysis after the exclusion of 6 incomplete and unreliable responses. To investigate the demographic characteristics of the respondents, a frequency analysis was carried out; for verification of the reliability and validity of the measuring tools, a reliability analysis and exploratory factor analysis were carried out; and for verification of the research hypotheses, simple and multiple regression analyses as well as a mediation analysis were carried out. All the data required for this study were analyzed using the SPSS 18.0 statistic program. The study findings showed that servicescape influenced customer satisfaction and revisit intention, and that Customer satisfaction had a mediating effect. Based on these findings, future marketing strategies and differentiated servicescape application methods for bakery cafes were suggested. Moreover, the limitations of the study and orientation for further research were discussed.
