The Impact of Franchise Dessert Cafe Quality on Consumption Value, Satisfaction, and Loyalty

• 발행기관: 한국프랜차이즈경영학회
• 저자명: Sae-Mi LEE Dong-Woo KOO Debora LEE
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제3호, 45~55쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose: This study examines the impact of dessert cafe quality factors—interaction, environmental, outcome, and product quality—on hedonic and utilitarian values, satisfaction, and loyalty. It explores how these elements influence consumer behavior in the context of dessert cafe experiences. Research design, data and methodology: Data were collected from 563 consumers who visited dessert cafés within the last three months. The analysis was conducted using SPSS 28.0 and SmartPLS 4.0 to test the relationships among the cafe quality factors, consumption values, satisfaction, and loyalty. Result: Interaction, environmental, outcome, and product quality positively influenced hedonic value. Interaction and outcome quality impacted utilitarian value, while environmental and product quality did not. Satisfaction was positively affected by environmental and product quality but not by interaction or outcome quality. Satisfaction influenced loyalty, while neither hedonic nor utilitarian value significantly impacted loyalty. Conclusions: The study highlights the importance of understanding how different quality dimensions in dessert cafés affect consumer satisfaction and loyalty. The findings provide valuable insights for enhancing customer experiences and formulating effective marketing strategies in the dessert cafe industry.

목차

1. Introduction

2. Theoretical Background and Hypotheses

3. Methodology

4. Results

5. Conclusions and Implications

References

키워드

Franchise Cafe Quality Consumption Value Satisfaction Loyalty