베이커리 선택속성 및 전환장벽이 고객충성도에 미치는 영향 연구 = The Effect of Bakery Selection Attributes with Switching Barriers on the Intention and loyalty

다국어 초록 (Multilingual Abstract)

The bakery industry is growing rapidly and also it shows various types of figures therefore the industry needs to set an efficient management and business. This study will be come up with an effective counter plan for further development. By above analysis result the research results and implication are following. First, the bakery selection attributes differentiation, appearance image and product specific attribute are effect on switching intention. Also as hypothesis 1 is affected on total selection attribute. It shows that the bakery market should provide various items and choice to the customers. Second, from the effect of switching barriers to switching intention without switching cost the low level of attractiveness and customer link are impacted on influencing relationship. Third, from the effect of bakery selection attribute to loyalty without appearance image the differentiation and product specific attribute are influenced on customer behavior. Fourth, from the effect of switching barriers to loyalty without low level of attractiveness the switching cost, customer link are impacted on influencing relationship. As the result shows that for the reasonable selection attribute and decision making by switching intentions are effected on switching intention and consume behavior thus for leading customer loyalty the bakery organizations should set the long term business plan also need to do extended study for the further growth.

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