프랜차이즈 베이커리 브랜드이미지가 고객만족과 재방문에 미치는 영향에 관한 연구 = A study on the franchise bakery selection characters and the brand image affecting the customer satisfaction and re-visit intention

다국어 초록 (Multilingual Abstract)

As overcoming the IMF system since the year 2000, the labor costs and the raw material costs have rapidly risen for operations of individual confectionery (window bakery) among the bakery businesses in Korea. As the result, bakery managers or preliminary entrepreneurs who desire to start a new business select the franchise bakeries and thereby the whole country of Korea including metropolitan city areas have arrived to saturation status. The statistic analysis were conducted by using SPSS15.0WIN for statistic process of collected data. Analysis results are summarized as follow. First, the high faith and high image of the franchise bakery brand have effects on revisit. Thus, the operator may serve activation of the franchise bakery by causing the customer to recognize brand image and guiding revisit. In addition, it appeared that revisit by customer was done only if consistent management of patronages existed. Second, the reason of selecting the bakery appeared as order of recognition of brand, convenience of access, variety of products, freshness, media advertisement and quality. In starting of the franchise bakery, brand favored by customer or location which is visually seen well, or is near or accessible easily must be properly selected by deeply recognizing above factors. Third, as customer satisfaction of bakery had effects on even intent of revisit, it appeared that overall customer satisfaction was connected with revisit. Fourth, for the franchise bakery brand, external image was appeared high and thus much attention must be paid on recognition degree of brand, packing status of product and high-degree of atmosphere of shop.