전통한과 소비자의 로하스 추구성향과 고객참여가 고객만족, 고객애호도에 미치는 영향

This study fad focused on the effect of LOHAS traits on customer participation,customer satisfaction, customer loyalty for Korean traditional pastry. First, more customer has pursued LOHAS traits, is better satisfied than customer has not, and LOHAS traits has affected on customer satisfaction, therefore, traditional pastry makers have seek to make more functional for LOHAS needs to fit the niche market implentation strategy. Second, more customer participation has attached, is better satisfied than customer has not, and customer participation has been appealed for customer satisfaction, that customer has ordered himself to make health for traditional pastry to suit his own needs. Traditional pastry makers has focused on the niche marketing program to show more LOHAS traits and customer participation to deal with the customer benefit to make effective advertising opportunity rather than spend money advertising for public relation and corporate identity.