초록 열기/닫기 버튼
The purpose of this study is to analyze the effects of Bakery customer equity on satisfaction. In addition, this study aims to examine the moderating effect of bakery type in the causal relationship between the components of customer equity and customer satisfaction. This study utilized a total of 304 responses from Busan & Gyeongnam Area. The results of empirical analysis are as follows: 1) this study found that the customer equity has positive significant effect on customer satisfaction. 2) The significance of this study indicates that relational equity plays a role as moderating variable on customer satisfaction among the components of customer equity and the effect was greater in the window bakery group than the franchise bakery group. The results of this study provide suggestion to the bakery managers and future studies are suggested.
키워드열기/닫기 버튼
customer equity, customer satisfaction, franchise-bakery, window–bakery
