프랜차이즈 유무에 따른 디저트카페를 방문하는 고객의 선택속성이 만족과 재방문의도에 미치는 영향에 대한 연구: 부산 서면 지역을 중심으로

The purpose of this study was to examine the impact of select attributes on satisfaction and willingness to revisit. According to the presence of franchise and to achieve the purpose, two types of questionnaire were employed through Naver online surveys from October 3, 2018 to October 14, 2018. The A type questionnaire was answered by 135 people, and the B type questionnaire was finished by 112 people, excluding 13 false responses. The results of data analysis are as follows. First, both groups that value the physical environment in terms of satisfaction and those that value relatively less in terms of satisfaction have shown that service quality does not affect and will depend on the dessert menu quality. Second, groups that value the physical environment in their intention to revisit were found to have lower rates of revisit regardless of menu quality, but those who value service quality had an effect on menu quality. Third, groups that value the physical environment less for the purpose of the revisit were found to have no effect on menu quality and for customers who value service quality less. Based on these findings, it is expected to be a meaningful basis for activating franchise desserts and individual desserts.