The Effects of Perceived Service Quality and Eco-Friendly Behavior on Customer Satisfaction and Revisit Intention in Bakery Cafes

This study was conducted to find out that physical environment, functional quality, technical quality and eco-friendly behavior of bakery cafes influences customer satisfaction and revisit intention. In order to test the proposed research framework, the data were collected in Daegu. Consumers is who have used a bakery cafe within the past 6 months from the time of the survey. Descriptive statistics, factor analysis, multiple linear regression analysis and hierarchical regression analysis were utilized in the study. The findings showed that that physical environment, functional quality and technical quality of bakery cafes significantly affected customer satisfaction and revisit intention. But eco-friendly behavior of bakery cafes has resulted in a significant effect on Revisit intention. While eco-friendly practices in bakery cafes can encourage repeat visits from environmentally conscious customers, they may not directly translate to overall satisfaction with the experience. It is speculated that consumers&quot positive attitudes towards environmentally friendly behavior, which is a social trend, may be due to a sense of obligation to protect the environment. Implications are also discussed based on the findings. Government support and campaigns should be sufficient to minimize inconvenience and cost spending as well as regulatory lows that motivate consumers to act in their eco-friendly behavior.