초록 열기/닫기 버튼
The purpose of this study is to investigate the effect of representative product and brand images on customer satisfaction and loyalty among the selection attributes of Windows Bakery specialty stores. For this study, a survey was conducted using a random sampling method from June 15th to August 1st, 2022 for customers with experience in using Windows Bakery specialty stores. A total of 362 copies were used for statistical analysis, and the analysis method for the data was processed using SPSS statistical package 22.0. In order to verify the research hypothesis, the influence relationship between factors was confirmed through frequency analysis, exploratory factor analysis, and regression analysis. In addition, it was found that the representative menu and brand image had a positive effect on customer satisfaction and loyalty. Therefore, we learned that we need to induce customer sensitivity by developing our own fermented species, using low-temperature aging methods, developing health trend products, and developing products suitable for local businesses. We need to select various eco-friendly ingredients to research and commercialize healthy and reliable representative produc
키워드열기/닫기 버튼
Window Bakery, Selection Attributes, Customer Satisfaction, Loyalty
