The Impact of Selection Attributes of Rice Bakeries on Customer Satisfaction and Loyalty

With the westernization of dietary habits and the decrease in rice consumption, various strategies have been proposed to promote rice consumption. This study aims to examine the selection attributes of bakeries specializing in rice-based products and investigate the impact of these selection attributes on customer satisfaction and customer loyalty. A survey was conducted with customers visiting rice bakeries, and 307 valid responses were collected and used for analysis. Based on previous research, a structural model was proposed, including quality, service, accessibility, and sanitation as key selection attributes. The study analyzed the impact of these selection attributes on satisfaction and loyalty, as well as the effect of customer satisfaction on customer loyalty. The analysis results show that quality, service, and accessibility significantly influence customer satisfaction, with accessibility, service, and quality having the greatest impact in that order. Furthermore, satisfaction was identified as a key factor in determining customer loyalty. This study is significant as it attempts to analyze the selection attributes of rice bakeries in a context where research on rice bakery consumption is virtually non-existent. It is expected to provide strategic recommendations for enhancing customer satisfaction and loyalty. Furthermore, this research aims to contribute to the revitalization of rice consumption and provide foundational data that can be incorporated into the management strategies of bakeries specializing in rice-based products.