earticle

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The purpose of this study is to identify the effect of customer's affect of franchise bakery on commitment and behavioral intention. The questionnaire was distributed over a four weeks period from October 1st to 31st of the 300 distributed questionnaire 270 copies were used in the analysis. The results of the study were as follows. First, it was found that perception of customers regarding customer's affect of a franchise bakery are positive affect and negative affect. Second, it appeared that customer's affect of a franchise bakery had an influence on commitment and behavioral intention. To put it concretely, the factors of positive affect and negative affect had an influence on commitment. And the factors of positive affect and negative affect had an influence on behavioral intention also. Third, it indicated that commitment had an influence on behavioral intention. Through this, it is proved customer's affect is a very important variables that can increase customers in hotel continuously. Management of hotel have to invest their resources more efficiently making changes to customer's affect to improve the commitment and attitude.