Earticle

초록

영어

The purpose of this study is to identify the influence of bakery café’s service quality elements such as tangibility, reactivity, confidence, and sympathy on the customer satisfaction and intention for word of mouth. This study conducted a survey on customers using the bakery café located in Seoul between October 1st, 2018 to October 15, 2018. For sampling, this study used convenient sampling method and conducted survey through self-administration method. Total of 250 questionnaires were distributed and 238 questionnaires were collected. For study method, this study conducted frequency analysis, validity analysis, reliability analysis, correlation analysis, and linear regression analysis for study results. The analysis results were as follows. In the verification of hypothesis 1, confidence, tangibility, reliability, and sympathy among service quality elements had positive (+) influence on customer satisfaction. In the verification of hypothesis 2, confidence, reliability, and sympathy among service quality elements had positive (+) influence on intention for word of mouth. In the verification of hypothesis 3, customer satisfaction had positive (+) influence on the intention for word of mouth. The study result is significant in identifying the influencing relationship between service quality, customer, and word of mouth intention for bakery café. The study result is also significant in suggesting the basic materials about efficient customer management and service quality improvement for owners and staffs of bakery café.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 서비스 품질
2. 고객만족
3. 구전의도
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 분석결과
1. 조사대상자의 일반적인 특성
2. 타당도와 신뢰도 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 황의석 [ Euisuk Hwang | 경기대학교 일반대학원 외식조리관리 박사학위과정 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338