호텔 베이커리의 브랜드이미지가 재구매의도에 미치는 영향 -고객만족의 매개효과를 중심으로-

The purpose of this study is to investigate the mediation of customer satisfaction the effect on the relationship between brand image and repurchase intention. This study carried out literary research and empirical analysis. In literary research, this study examined previous studies related to concepts such as brand image, customer satisfaction, and repurchase intention. In empirical analysis, a quantitative research design was adopted for this study. In order to test the proposed model, a survey was conducted among customers who have been experienced to hotel bakery, Data were analyzed using factor analysis, correlation analysis, reliability analysis, and regression analysis. Supportive of the hypotheses, Main results of this study are indicated below. First, brand image had a significant effect on satisfaction Second, brand image had a significant effect on repurchase intention. Third, customer satisfaction had a significant effect on repurchase intention and mediating roles had a significant effect on the relationship between brand image and repurchase intention. This study shows the strategic implications of which brand image factors should be emphasized to attract more customers and to increase customer satisfaction.