프랜차이즈 베이커리 선택속성이 고객가치 및 고객만족에 미치는 영향: 브랜드 신뢰를 조절효과로

The purpose of this study the relationship between franchise bakery selection attributes and customer value as well as the relationship between customer value and customer satisfaction, In addition, this study examines how customers' brand trust in franchised bakery influences the relationship between customer value and customer satisfaction. The hypothesis test results of the study can be summarized as follows. First, the effect of franchise bakery selection attributes on functional and emotional values quality, accessibility, and service were all found to have a statistically significant effect. Second, the effect of customer value of customers using franchise bakery on customer satisfaction was found to have a statistically significant effect on customer satisfaction both functional value and emotional value. Third, the verification results of the moderating effect of brand trust on customer value and customer satisfaction. Functional value with brand trust and emotional value with brand trust had a significant moderating effect on customer satisfaction. Additionally, brand trust had a moderating effect on both functional and emotional values.