윈도우 베이커리 선택속성이 관계품질과 행동의도에 미치는 영향 = The Effects of Windows Bakery Selection Attributes on Relationship Quality and Behavioral Intention

다국어 초록 (Multilingual Abstract)

Window Bakery is characterized by its hygienic and open system, equipped with in-store production facilities that allow customers to directly observe the entire baking process. Every stage of bread-making—from kneading and shaping the dough to fermentation and baking—takes place within the store, enabling customers to enjoy freshly baked bread every day. This system, combined with a small but sophisticated interior design and a healthy concept using organic flour and natural yeast, has recently gained strong popularity among consumers. In particular, small-scale bakeries run by skilled bakers are attracting attention with their unique recipes and distinctive concepts. Window bakeries differentiate themselves from major franchise bakeries by producing and selling breads that are hard to find elsewhere. They also secure a competitive edge by inviting experienced Japanese master bakers and confectioners to hold seminars, and by directly developing and operating products that sell well in the current market. This demonstrates a distinct aspect compared to franchise bakeries. In the face of continuous expansion by large franchises and the rapid growth of the bakery cafe market, window bakeries need to establish strategies that directly link to customer behavior to maintain long-term competitiveness. In particular, it is crucial to analyze how customer choice attributes and relationship quality influence behavioral intention. To lay a theoretical framework, a literature review was conducted, and an empirical study was performed based on the theoretical grounds of customer-perceived choice attributes, relationship quality, and behavioral intention of window bakeries, leading to the setting of a research model and hypotheses. The purpose of this study is to identify the customer choice attributes for window bakeries, which are gaining popularity in the recent bakery market. Based on the results of this research, the study aims to provide fundamental data for exploring competitive operation methods and development directions for window bakeries in the formulation of marketing strategies that can satisfy customer needs. The empirical analysis for hypothesis testing utilized survey data collected from customers with experience purchasing from window bakeries, analyzed using SPSS 26.0 and AMOS 26.0. Frequency analysis was used to understand the characteristics of the sample, and descriptive statistics analysis was conducted to examine the normality of variables. The reliability of the questionnaire was determined using Cronbach's α coefficient. Validity was confirmed through exploratory factor analysis, ensuring that the measurement items clearly reflected the concepts of this study. Furthermore, correlation analysis between variables was performed to diagnose discriminant validity and the issue of multicollinearity. Based on the refined measurement items, structural equation modeling analysis was carried out for hypothesis testing. Finally, based on the results of the empirical statistical analysis, the practical implications of the research findings, the limitations of this study, and tasks for subsequent research were summarized. The empirical analysis results of this study are as follows. First, regarding the effect of window bakery choice attributes on relationship quality, the choice attributes of product, service, hygiene, promotion, and physical environment were found to have a significant positive(+) influence on satisfaction and trust within relationship quality. Second, regarding the effect of relationship quality on behavioral intention, satisfaction and trust within relationship quality were found to have a significant positive(+) influence on behavioral intention. Implications The implications of the empirical analysis results of this study are as follows. First, the study holds academic implications by proving the importance of choice attribute factors in their relationship with relationship quality, and the importance of relationship quality factors in their relationship with behavioral intention. Second, the study has practical implications in that it confirmed that a positive relationship quality is smoothly formed with bakery customers through the choice attribute factors of domestic window bakeries, and it derived choice attributes that customers of window bakeries might consider in the future. Therefore, it is suggested that window bakeries should recognize the relationship quality as leading to the behavior of continuous use of window bakery products, and thus efforts should be made to develop various menus and provide services to foster high relationship quality. This study is limited by the short duration of the investigation. Future research will require more long-term and systematic studies. In subsequent research, it is necessary to expand the sample to customers from various regions and age groups to verify the generalizability of choice attributes and behavioral intention regarding window bakeries. Furthermore, conducting a longitudinal study that analyzes changes in customer experience and the impact of the market environment from a long-term perspective would yield more in-depth implications.

국문 초록 (Abstract)

윈도우 베이커리(window bakery)는 우리나라 제과 기능장협회에서 사 용하는 명칭으로 점포 내 제조 설비를 갖추고, 고객이 제조 과정을 직접 볼 수 있도록 설계된 위생적이고 개방적인 시스템을 갖추고 있는 것이 특징이다. 밀가루 반죽, 성형, 발효, 굽기의 제빵의 모든 과정이 매장 내 에서 이루어지며, 고객은 매일 신선한 빵을 맛볼 수 있다. 이러한 시스템 은 작지만 개성 있고 세련된 인테리어, 유기농 밀가루, 천연 효모종을 사 용하는 건강한 빵 콘셉트와 결합되어, 최근 소비자들 사이에서 높은 인 기를 얻고 있다. 특히 실력 있는 소규모 베이커리들이 자신만의 독특한 레시피와 콘셉트로 소비자의 관심을 끌고 있는 점은 주목할 만하다. 한편 윈도우 베이커리는 대기업 프랜차이즈 베이커리에서는 찾아보기 어려운 빵들을 생산 판매하고, 일본 제빵 및 제과 분야에서 경험이 풍부 한 장인들을 초청하여 세미나를 열고 있다. 또한 현재 매장에서 판매가 잘되고 있는 제품들은 직접 개발하고 운영함으로써 차별화된 경쟁력을 확보하고 있다. 그런 점에서 프랜차이즈 베이커리와 다른 면모를 보이고 있다. 최근 대형 프랜차이즈의 지속적인 확대와 베이커리 카페 시장의 급속한 성장 속에서, 윈도우 베이커리가 장기적으로 경쟁력을 유지하기 위해 서는 고객 행동과의 직접적 연계를 고려한 전략 수립이 필요하다. 특히 고객의 선택속성과 관계품질이 행동의도에 어떤 영향을 미치는지 분석하 는 것이 중요하다. 이에 본 연구에서는 최근 베이커리 시장에서 각광을 받고 있는 윈도우 베이커리에 대한 고객의 선택속성이 무엇인지 파악하고자 한다. 이를 위 해 문헌 연구와 선행연구를 토대로 고객이 지각하는 윈도우 베이커리의 선택속성, 관계품질, 행동의도의 이론적 근거를 추구하고, 연구모형과 연 구가설을 설정하여 실증적 연구를 수행하였다. 가설검증을 위한 실증분석은 윈도우 베이커리 구매 경험이 있는 고객 을 대상으로 설문자료를 수집하여 SPSS 29.0과 AMOS 26.0을 이용하여 표본의 특성을 파악하였으며, 기술통계분석을 실시하여 변인의 정규성 검토를 하였다. 신뢰성 검증은 Cronbach's α 계수를 사용하여 신뢰도를 파악하고, 타당성 검증은 탐색적 요인분석을 통하여 각 설문 측정 문항 들이 본 연구의 개념을 명확히 반영하고 있음을 확인하였다. 또한 변수 간의 상관관계분석을 통해 변인 간의 판별타당도 문제를 진단하였다. 그리고 구조방정식모형 분석을 실시하여 본 연구에서 제시한 가설검증 결과를 바탕으로 연구 결과가 갖는 학술적·실무적 시사점을 제시하고 연 구의 진행과정에서 나타난 한계점과 후속연구의 과제들을 제시하였다. 본 연구의 실증분석 결과는 다음과 같다. 첫째, 윈도우 베이커리 선택속성이 관계품질에 미치는 영향에 관한 연 구결과에서는 선택속성의 제품, 서비스, 위생, 촉진, 물리적 환경은 관계 품질의 만족 및 신뢰에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그러나 제품과 신뢰, 위생과 만족의 영향 관계는 유의하지 않은 것으로 나타났다. 둘째, 관계품질이 행동의도의 미치는 영향에 관한 연구결과에서는 관계품질의 만족과 신뢰가 행동의도에 유의한 정(+)의 영향을 미치는 것으 로 나타났다. 이상의 실증분석 결과가 갖는 시사점은 다음과 같다. 첫째, 윈도우 베이커리 선택속성과 관계품질과의 관계와 윈도우 베이 커리 선택속성과 행동의도와의 관계에서 관계품질 요소들의 중요도를 입 증했다는 학문적 시사점을 갖는다. 둘째, 국내의 윈도우 베이커리는 선택속성의 요소들을 통해 베이커리 이용 고객과의 관계품질이 원만하게 형성되고 있음을 확인할 수 있었고, 향후 윈도우 베이커리를 이용하는 고객 측에서도 고려할 수 있는 선택속 성을 도출하였다는 점에서 실무적 시사점을 갖는다. 따라서 윈도우 베이커리의 관계품질을 통해 윈도우 베이커리 제품을 지속적으로 이용하려는 행동으로 인지하여 윈도우 베이커리 관계품질 제 고를 위한 다양한 메뉴개발과 윈도우 베이커리 만의 차별화된 서비스 제 공에 노력해야 할 것으로 사료된다.

목차 (Table of Contents)

• 제1장 서론 ············································································································1
• 제1절 연구배경 및 연구목적 ··········································································1
• 1. 연구배경 ·······································································································1
• 2. 연구목적 ·······································································································2
• 3. 연구흐름도 ···································································································5
• 제2장 이론적 배경 ······························································································6
• 제1절 윈도우 베이커리 ······················································································6
• 1. 윈도우 베이커리 개념 ···············································································6
• 2. 베이커리 종류와 분류 ···············································································9
• 3. 베이커리 발전과정과 현황 ·····································································15
• 4. 윈도우 베이커리 관련 선행연구 ···························································20
• 제2절 선택속성 ··································································································23
• 1. 선택속성 개념 ···························································································23
• 2. 선택속성의 구성요인 ···············································································25
• 3. 선택속성 관련 선행연구 ·········································································33
• 제3절 관계품질 ··································································································35
• 1. 관계품질 개념 ···························································································35
• 2. 관계품질의 구성요인 ···············································································38
• 3. 관계품질 관련 선행연구 ·········································································41
• 제4절 행동의도 ··································································································43
• 1. 행동의도의 개념 ·······················································································43
• 2. 행동의도의 선행연구 ···············································································46
• 제3장 연구설계 ··································································································50
• 제1절 연구모형 및 연구가설 설정 ································································50
• 1. 연구모형 ·····································································································50
• 2. 연구가설 설정 ···························································································51
• 제2절 변수의 조작적 정의 및 설문 구성 ····················································55
• 1. 변수의 조작적 정의와 측정 ···································································55
• 2. 설문 구성 ···································································································58
• 제3절 조사 설계 및 분석방법 ········································································59
• 1. 조사 설계 ···································································································59
• 2. 자료의 분석방법 ·······················································································61
• 제4장 실증분석 ··································································································63
• 제1절 표본대상의 일반적 특성 ······································································63
• 1. 응답자의 인구통계학적 특성 ·································································63
• 2. 윈도우 베이커리 이용행태 ·····································································64
• 3 측정항목에 대한 기술통계분석 ······························································66
• 제2절 신뢰성 분석과 타당성 분석 ································································68
• 1. 신뢰성 분석과 탐색적 요인분석 ···························································68
• 2. 확인적 요인분석 ·······················································································70
• 제3절 상관관계분석 ··························································································74
• 제4절 가설검증 ··································································································75
• 제5장 결론 ··········································································································81
• 제1절 연구요약 및 연구시사점 ······································································81
• 제2절 연구의 한계 및 향후 연구방향 ··························································84
• 참고문헌 ···············································································································87
• 부록: 설문지 ······································································································103
• Abstract ··············································································································110