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상품선택 속성이 기능성 베이커리 지각가치 및 이용만족 영향연구
박경곤 ( Kung Gon Park ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2013 호텔리조트연구 Vol.12 No.3
This study conducts customers for find out the effect on selected attribute on functional bakery product to perceptual value and utility satisfaction moreover the study adapts SPSS 12.0 for analysis and chooses 360 customers for conduct survey. The study conducts bakery customers in capital area for understanding the needs of functional bakery product. The implication of this study is the customers have high attention on bakery product ingredient’s functions and characteristic thus these elements have high level of effect on perceptual value and utility satisfaction. From the result the selected attributed and perceptual value involve utility satisfaction (customer satisfaction, loyalty and re-visitation)and having close relationship therefore from the result of this study it requires to be concentrated on develop bakery products especially improve and find ingredient for development of functional bakery product. Namely, higher academic ability group has higher attention to product quality, perceptual value and utility satisfaction. As it shows that for managing functional bakery shop it has to be concern product’s characteristic and quality for successful business. The demographic characteristic in functional bakery the occupation has effect relationship on purchase motivation and utility satisfaction factor from analyze. So when set up the location of shop it needs to consider functional bakery product variety, quality and characteristic based on distribution of occupation.