베이커리 서비스스케이프가 고객만족도 및 행동의도에 미치는 영향 - SNS 베이커리관여도의 조절효과 -

박상규 ( Park Sang-gyu ),박정섭 ( Park Jung-sub ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.1

The purpose of this study was to examine the effects of bakery servicescape, customer satisfaction and behavioral intention, and the moderating effect of SMS bakery involvement, targeting bakery customers in Gwangju and Jeonnam. The sample (344people) was conducted for customers in Gwangju and Jeonnam, and the conclusions on the hypothesis setting test are as follows. Study findings are as follows: Hypothesis 1, the sub-factors of servicescape (accessibility, cleanliness, convenience, aesthetic appeal) were found to have a positive (+) significant effect on bakery customer satisfaction. Hypothesis 2, it was found that the sub-factors of servicescape (accessibility, cleanliness, convenience, aesthetic attractiveness) had a positive (+) significant effect on bakery behavioral intentions, excluding aesthetic attractiveness. Hypothesis 3 showed that the higher customer satisfaction, the higher the revisit, recommendation intention, and continuing relationship. Hypotheses 4 and 5 showed that there is a moderating effect on customer satisfaction in the interaction term of cleanliness of bakery servicescape high involvement of SNS bakery. Bakery managers should approach from the perspective of COVID-19's long-term persistence, improve accessibility, convenience, and cleanliness of the bakery servicescape, and increase customer satisfaction and action intentions. In addition, the improvement of customer satisfaction has a positive effect on the behavior of future customers, and customers with high involvement in SNS bakery need to recognize that they value the servicescape of cleanliness and continue to develop the company.

서울지역 소비자들의 세대별에 따른 베이커리 제품 구매 형태

이숙은,한경필 한국응용과학기술학회 2018 한국응용과학기술학회지 Vol.35 No.2

이 연구의 목적은 서울 지역 소비자들의 베이커리 제품 구매자들의 구매 속성과 형태를 성별과 세대에 따라서 조사하였다. 그 결과는 다음과 같다 : 일반적 사항에서 전체 654명 중에서 남성이 46.6%, 여성이 53.4%로 여성이 남성보다 좀 더 많았다. 베이커리 제품의 구매속성에서 식생활 유형은 ‘미각 관심형’이 35.6%로 가장 많았고, 그 다음으로 ‘건강 관심형’이 35.2%, ‘편리 관심형’이 16.8%순이 었다. 베이커리 제품의 구매 기준은 맛이 79.1%로 가장 높게 나타났으며, ‘영양’ 10.2%, ‘가격’ 6.6%, ‘위생’ 5.5% 순이었으며, 성별에 따라서 유의미한 차이를 나타내었다(p<0.01). 베이커리 이용 형태에서 프랜차이즈 베이커리가 71.1%, 윈도우 베이커리 13.3%, 인스토어 베이커리 8.4%순으로 이용하였으며. 성별에서 유의미하였다(p<0.001). The purpose of this study was to investigate in the gender and age choice attributes and usage pattern of Bakery Product Purchasers for the focus on seoul. The results were as follows : The findings of survey showed that in general characteristics of respondents, Out of the total 654 people, 46.6% of them were male, 53.4% of them were female, so the number of females was slightly higher than that of males. On the matter of bakery purchase attributes, in the case of food life ‘taste-interest type' was the most popular with 35.6%, followed by ‘health-interest type' with 35.2% and ‘Convenient-interest type' with 16.8%. When purchasing bakery products, consumers had different importance factors such as taste 79.1%, nutrition 10.2%, price 6.6%, Sanitation 5.5%, in gender was a significant difference(p<0.001). In bakery-using type, franchise bakery was 71.1%, window bakery 13.3%, in-store bakery 8.4%, in gender was a significant difference(p<0.001)

20세기 후반 전주지역 제과점의 사회문화적 의미

장슬기 한국지역문화학회 2024 지역과 문화 Vol.11 No.1

본 논문은 1950년대부터 1990년대까지의 시대배경을 중심으로 전라북도 전주시 도심 지역 제과점의 사회문화적 의미를 살펴보고자 한 연구이다. 연구자는 해당 시기 전주 제과점의 소비행태를 분석함으로써 당대 생활상과 제과점이라는 공간이 갖는 의미 파악을 위해 제과점 종사자들과 제과점 방문 경험이 있는 시민을 대상으로 심층면담을 진행하고 서적, 신문기사, 구술채록물 등에서 관련 자료를 수집하였으며 축적된 조사 자료 분석을 통해 지역 제과점의 사회문화적 의미를 고찰하고자 하였다. 20세기 중후반 시기 전주 도심의 제과점은 단순히 빵을 판매하는 공간을 넘어 이웃과 소통하고 사회적 관계를 맺는 사교적 장소로서 기능했다. 또한 신문물을 접할 수 있던 문화공간으로서 역할을 수행하기도 했다. 1980년대까지 제과점에서 판매하는 아이스크림, 케이크 등 서구 문물로 인식되던 제과 메뉴를 구매하는 소비자들은 당대 유행하던 문화를 소비하며 새로운 정체성을 형성하였다. 한편 시민들에게 제과점이 갖는 의미는 의례의 영역까지 확장되었다. 가정의례준칙에 따라 결혼식 피로연이 금지되고 제과 답례품을 주어 예식을 간소화 시킨 시대적 배경, 그리고 크리스마스를 기리는 생활문화가 정착되면서 제과점은 지역민의 삶과 밀접한 관련을 맺으며 중요한 생활문화공간으로 자리하게 된다. This study examined the socio-cultural significance of bakeries in the downtown area of Jeonju, Jeollabuk-do, focusing on the historical context from the 1950s to the 1990s. From the 1950s to the 1990s, consumption behavior was analyzed in the consumption space of Jeonju Bakery, and based on consumers' memories, the consumption cultural symbolism of the bakery space was studied. This study attempted to analyze the history of the confectionery culture in Jeonju, which had just been revealed, in connection with the consumption culture. As a research method, literature research, which collects and analyzes related data from books, confectionery magazines, newspapers, and oral history, was conducted on people who worked at a bakery in the old downtown of Jeonju and citizens who visited the bakery. Additionally, relevant data were collected from books, newspaper articles, and oral records. Through the analysis of accumulated research data, the paper aims to examine the socio-cultural significance of local bakeries. In the late 20th century, downtown bakeries in Jeonju served as spaces selling bread and social hubs for communication and establishing social relationships within the community. Consumers purchasing bakery items such as ice cream and cakes, which were perceived as Western cultural products until the 1980s, contributed to the consumption of the prevailing cultural trends, shaping new identities; meanwhile, the meaning of bakeries for citizens extended into the realm of rituals. As societal norms shifted, with wedding banquets prohibited following domestic ritual guidelines and the simplification of ceremonies through the exchange of bakery gifts, bakeries became significant cultural spaces closely intertwined with the lives of the residents.

소득에 따른 베이커리 제품 구매 속성과 형태

이숙은(Sook-Eun Lee),한경필(Gyeong-Phil Han) 한국응용과학기술학회 (구.한국유화학회) 2021 한국응용과학기술학회지 Vol.38 No.2

이 연구의 목적은 소득에 따른 베이커리 제품 구매 속성과 형태에 대해서 조사하였으며, 일반적인 사항에서 전체 1,235명 중에서 여성이 59.6%, 남성이 40.4%로 여성이 남성보다 다소 많았다. 베이커리 제품 구매 속성에서 ‘건강관심형’이 40.0%로 가장 많았고, 거주지에서는 대도시 거주자가 ‘맛관심형 이 35.8%인 반면에 중소도시 거주자는 ‘건강 관심형 (p<0.001)의 45.4%로(p<0.001), 소득이 높을수록 건강에 대한 관심이 높았다(p<0.001). 베이커리 제품을 구매하는 소비자들은 ‘맛’ 67.1%, ‘영양’ 13.7%, ‘가격’ 7.8% 순으로 거주지에 따라 유의한 차이를 나타내었다(p<0.01). 베이커리 이용형태에서는 프랜차이즈 베이커리가 71.1%, 윈도우 베이커리 14.6%, 인스토어 베이커리 8.4%였다. The purpose of this study was to investigate in the residence and the income choice attributes and usage pattern of Bakery Product Purchasers. The findings of survey showed that in general characteristics of respondents, Out of the total 1,235 people, 59.6% of them were women, 40.4% of them were men, so the number of females was slightly higher than that of males. On the matter of bakery purchase attributes, in the case of food life health-interest type was the most popular with 40.0%. In residential areas, people living in large cities received 35.8% of the taste-interest type , while people living in small and medium sized cities received 45.4% of the health-interest type (p<0.001), the higher the income, the more interested in your health(p<0.001). When purchasing bakery products, consumers had different importance factors such as taste 67.1%,nutrition 13.7%, price 7.8%, in residential areas was a significant difference(p<0.01). In bakery-using type, franchise bakery was 71.1%, window bakery 14.6%, in-store bakery 8.4%.

연구논문 : 대응일치분석을 이용한 국내 제과점의 선택 속성 분석

이광석 ( Kwang Suck Lee ),김은지 ( Eun Ji Kim ),정효선 ( Hyo Sun Jung ) 한국식품조리과학회(구 한국조리과학회) 2014 한국식품조리과학회지 Vol.30 No.4

This study considered the selection attributes of bakery consumers and schematized characteristic attributes of being selected by customers by image through a correspondence analysis in terms of own preferring bakery. Self-administrated questionnaires were completed by consumers (452 samples), and the data were analysed by frequency, chi-square, one-way ANOVA, reliability analysis and correspondence analysis. According to the survey results regarding the mean value on bakery selection attributes, it was shown to be in the order of taste (4.73±0.70), sanitation (4.70±0.68), service (4.21±0.84), price (4.03±0.92), consideration (4.01±0.96), communication (4.01±0.96), health (3.99±0.98), and location (3.83±0.99). In the analysis of difference with regard to the selection attributes according to the preferred bakery, both consideration (4.05±0.90) and communication (3.98±0.93) showed a high value in individual bakery, thereby presenting a significant difference(p<0.05). As a result of having carried out correspondence analysis in order to prepare an image map according to the preferred bakery, the selection attributes of employees` service and communication showed the closest image map to individual bakery. Location and sanitation were very close to franchise bakery. Further, other bakery shops were schematized in a relatively close distance to price.

베이커리의 서비스스케이프와 점포이미지가 고객충성도에 미치는 영향

김경영,이봉선 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.8

As people‘s desire for quality life has grown exponentially, the bakery business has also improved with much innovation. In this research, I have constructed a research model focusing on the influential relationship between a new bakery’s servicescape and store image, and customer loyalty. First, it has been proven that the servicescape of a bakery plays an important role in forming a store‘s image, and laying the bakery’s image as a foundation, a quality servicescape will distinguish the bakery from other competitors. Second, as a bakery is a place to produce and sell food, by recognizing the importance of the facilities and designing a harmonious space will maximize customer satisfaction and thus entice positive feedback from customers. the analysis demonstrated that a bakery‘s servicescape affects customer loyalty, passing through bakery store image. This shows that the store itself must provide unique servicescape and store image to distinguish from its competitors, and will cause a positive influence in establishing the bakery’s marketing strategy.

국내 제과점 프랜차이즈의 색채 적용에 관한 연구

박화진 한국일러스아트학회 2015 조형미디어학 Vol.18 No.1

본 연구의 목적은 국내 제과점 프랜차이즈의 BI와 패키지에서 나타난 대표 색상을 추출해보고, 어떠한 색상이 브랜드 태도(감성적, 인지적, 행동적 요인)에 영향을 미치는가를 알아보는 데 있다. 이러한 연구 목적을 달성하기 위해서 1차 문헌적 연구와 2차 실증적 연구로 나누어 진행하였다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 문서자료를 가지고 색의 심리적 기능 및 효능에 관해 내용 분석(content analysis)한 결과, 제과점 프랜차이즈와 가장 잘 어울리는 대표색채는 먼셀의 Y(노란색)로 해석된다. 즉, 먼셀의 Y(노란색)는 ‘제과점’이라는 대상을 구체적으로 떠올리게 하는데, 이는 색채 공감각적인 미각에서는 ‘단맛’을 느끼게 하고, 촉각에서는 ‘부드러움’을 느끼게 하며, 색채치료 측면에서는 소화계를 조절시켜 주기 때문이다. 특히, 차크라의 이론을 살펴보면, ‘7가지 색채 중, 먼셀의 Y(노란색)가 소화계와 관련된 기관으로 소화계통에 영향을 주고 있다.’고 하였기에 먼셀의 기본 색상 5가지 중, Y(노랑)는 제과점과 가장 적합한 색채라고 볼 수 있다. 둘째, 현재 국내 제과점 프랜차이즈의 대표 색상이 무엇인가를 알아보기 위해, 문헌 자료 및 해당 홈페이지를 가지고 연구 참여자 3명과 함께 BI 및 패키지를 분석한 결과, 파리바게트는 먼셀의 B(파란색), 뚜레쥬르는 먼셀의 G(초록색), 보네스뻬는 먼셀의 Y(노란색), 밀크 앤 허니는 먼셀의 Y(갈색)임을 파악하였다. 셋째, 국내 제과점 프랜차이즈의 대표 색상에 따른 브랜드 태도의 차이를 용인 송담대 재학 중인 총 192명(여성 71%, 남성 29%)을 대상으로 분석한 결과, 인지적 측면인 뚜레쥬르를 제외하고 감성적(Affective), 행동적(Behavioral) 측면에서 파리바게뜨가 4.09점, 3.83점으로 높은 점수를 얻는다. 이는 기존 선행연구에서 가정한 바와 다른 연구결과이다. 즉, 지금까지의 선행연구는 ‘인간은 물건을 구매할 경우, 무의식적으로 색채에 영향을 받기 때문에, 기업을 대표하는 색상은 제품의 특성을 따라야 한다.’고 가정해왔으나, 설문조사를 통해 도출된 연구 결과를 살펴보면, 제과점을 연상시키는 색상인 보네스뻬(먼셀의 Y)와 밀크앤허니(갈색)는 브랜드 태도에서 모두 낮은 점수를 얻었지만, 식욕을 감퇴시키는 색상인 파리바게뜨(먼셀의 B)는 브랜드 태도에서 높은 점수를 얻었기 때문이다. 결과적으로 본 연구를 통해 검증된 사실은 첫째, 제과점을 연상하고 소화기능에 탁월한 먼셀의 Y(노란색, 갈색)가 제과점 프랜차이즈의 대표 색상에 적합할 것이라는 보편성을 깼다는 점과 둘째, 그들만의 독특한 대표색채를 사용하여 타사와 차별화를 주었다는 점이다. 이러한 연구는 브랜드 인지도 강화에 일조할 것으로 생각되며, 이에 대한 후속 연구가 활발히 이루어지기를 기대하는 바이다. Purpose of this study is to analyze representative colors in BIs and packages for bakery franchises in Korea and to examine how these brand color applications affect brand attitudes(Affective, Cognitive and Behavioral factors). First literature study was done and followed by positive study. The results are as follows. First, content analysis by literature study on psychological function and effect of colors shows that color that is most suitable for bakeries is Munsell’s Y(yellow). Second, analysis on representative colors of BIs and packages by written data and the bakery websites of bakery franchises in South Korea shows that Paris Baguette uses Munsell’s B(blue), Tous les Jours, Munsell’s G(green), Bonespé, Munsell’s Y(yellow) and Milk & Honey, Munsell’s Y(light brown) as their representative colors. Third, analysis on brand attitude difference according to bakery franchise representative colors shows that Paris Baguette earned the highest scores of 4.09 and 3.83 in Affective and Behavioral aspect respectively, except Cognitive aspect, for which Tous les Jours earned the highest score. This result differs from the assumption in existing studies. Results verified in this study are as follows. First Paris Baguette breaks the general assumption that Munsell’s Y(yellow, light brown) is the most suitable as a representative color for bakery franchises since Y is easily associated with bakeries. Second, Paris Baguette applies unique color to differentiate the brand from others. This study will help bakeries promote their brand recognition and hopefully more studies follow.

제과제빵 기술의 발전과 베이커리 시장의 분석

이광석(Kwang-Suck Lee) 한국식품과학회 2012 식품과학과 산업 Vol.45 No.4

Although the technology of breadmaking simply goes through the process of mixing, fermentation, and baking, it is very hard to make a same product every day. The reason is that baking science begins with the very first process of breadmaking which is mixing, and every steps and working environments are so closely connected. The baking science has developed in short time since the theory of fermentation has released. If you check the development of baking technology synthetically, it is consisted of the discovery of nutritional and functional ingredients, the optimization process of new machines, and the maintenance of the quality as fulfilling social demands. Because the baking business is making and selling the product, baking itself is a business, and it has the form that manufacturing and service business coexist. In today’ s current domestic bakery market, the supply exceeds the demand. Moreover, the concept of bakery itself has been changing from the fixed image of bakery which is selling the bread to the differentiated bakery with others. As we look at the general bakery’s trends, it is focused on going back to the basic or traditions, going to the functional, and working with automations. To conclude, the baking has a long history, but it actually has the short history in the technological development. Baking business can be viewed as the simple business, but many factors are related to the business. It has a few basic kinds of products in baking, but it has diverse kinds of products with the base of infinite creativity. Even though it is physically a hard working business, it is also a business that can face with fun. For managing a bakery, finally, the differentiated strategy with other bakery that maximizes the customers’value is needed.

브랜드 증거가 브랜드 진정성, 브랜드 태도 그리고 브랜드 충성도에 미치는 영향 -베이커리 전문점을 중심으로-

황위성,한상호 한국외식산업학회 2022 한국외식산업학회지 Vol.18 No.3

Recently, the domestic bakery industry has become saturated as it has been divided into large franchise bakery brands and small bakery brands. As competition intensifies due to the saturated market and the diversification of the market, bakery specialty stores are focusing on differentiating the “attribute” elements of brands such as quality and excellent service in order to have their own special competitiveness. However, the attributes of the brand seem relatively perfect to the consumer, which can clearly highlight the differences with other brands, which has limitations in securing competitiveness. On the other hand, how to make consumers feel brand authenticity is necessary in more competitive markets, such as bakeries, because it can improve brand awareness, even if the attributes are less complete. Therefore, this study analyzed their linear structural relationship using SmartPLS 3.0 to examine the impact of brand evidence in bakery shops on brand authenticity, brand attitude, and brand loyalty. To summarize the results and implications of the study: First, service scopes, core services, emotions, and identity matching were found to have a significant positive effect on brand authenticity, but brand names, prices and employee services were not shown to have a statistically significant impact on brand authenticity. Second, the brand authenticity of bakery specialty stores has been shown to have a statistically significant affect on brand attitudes (+). Third, the brand attitude of bakeries has been shown to have a statistically significant effect on loyalty (+), but brand authenticity has no statistically significant effect on loyalty. In addition, this study tried to examine the constituent factors of brand evidence that affect the formation of consumer's bakery brand perception, and to suggest a way to apply and manage it.

베이커리카페의 선택속성이 이용만족과 재이용의도에 미치는 영향

황미선,안선정 경성대학교 산업개발연구소 2023 산업혁신연구 Vol.39 No.4

본 연구에서는 선행연구를 바탕으로 베이커리카페에 대한 향후 연구들의 기준을 정립하고 소비자들을 움직이는 선택속성이 이용만족 및 재이용의도의 관계를 분석하고자 한다. 또한, 고객이 지속적으로 베이커리카페를 방문할 수 있도록 베이커리카페의 운영전략 수립에 적용할 수 있는 시사점을 제시하고자 한다. 서울, 경기 지역에 있는 베이커리카페 이용 고객들을 대상으로 300부의 설문지를 배부하였고, 290부를 회수하여 282부를 통계분석에 사용하였다. 통계패키지인 SPSS 26.0을 이용하여 빈도, 기술통계, 신뢰도분석을 실시하였고, 가설 검증은 단순, 다중회귀분석을 통해 실시하였다. 검증 결과는 다음과 같다. 첫째, ‘베이커리카페의 선택속성’ 요인 중 ‘맛’, ‘위생’, ‘품질’, ‘편의시설’요인이 ‘이용만족’에 정(+)의 영향을 미치는 것으로 나타났으며, ‘가격’은 ‘이용만족’에 영향을 미치지 않는 것으로 나타났다. 둘째, ‘이용만족’은 ‘재이용의도’에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, ‘베이커리카페의 선택속성’ 요인 중 ‘위생’, ‘품질’, ‘편의시설’요인이 ‘재이용의도’에 정(+)의 영향을 미치는 것으로 나타났으며, ‘가격’은 ‘재이용의도’에 영향을 미치지 않는 것으로 나타났 다. 본 연구의 결과를 통해 경쟁이 치열한 베이커리카페 시장에서 고객을 확보할 수 있는 효과적 마케팅 전략 개발에 기초자료로 활용되기 를 기대한다. This study aims to set a standard for future research on bakery cafes based on previous studies and analyze the relationship between choice attributes that drive consumers' satisfaction and intention to use and reuse. In addition, we will present implications that can be applied to the operational strategy of bakery cafes to ensure that customers continue to visit bakery cafes. We distributed 300 questionnaires to customers of bakery cafes in Seoul and Gyeonggi, and collected 290, of which 282 were used for statistical analysis. Frequency, descriptive statistics, and reliability analyses were conducted using the statistical package SPSS 26.0, and hypothesis testing was performed using simple and multiple regression analyses. The verification results are as follows. First, among the factors of 'selection attributes of bakery cafes', 'taste', 'hygiene', 'quality', and 'amenities' were found to have a positive effect on 'usage satisfaction', while 'price' had no effect on 'usage satisfaction'. Second, we found that 'usage satisfaction' has a positive effect on 'revisit intention'.Third, among the factors of 'selection attributes of bakery cafes', 'hygiene', 'quality', and 'amenities' were found to have a positive effect on 'revisit intention', while 'price' had no effect on 'revisit intention'. We hope that the results of this study will be used as a basis for developing effective marketing strategies to gain customers in the highly competitive bakery-cafe market.