The Effcet of Bakery Cafe's Brand Evidence on Brand, Brand Satisfaction, Brand Trust, and Brand Loyalty -The Mediating Effect of Brand Satisfaction and Brand Trust -

This study examined the influence of brand evidence on brand satisfaction, brand trust, and brand loyalty under the theme of bakery cafes, and the mediating effect of brand satisfaction and brand trust. A total of 361 people were sampled, and the verification results of the study are as follows. It was confirmed that all factors of brand evidence of a bakery cafe influence brand satisfaction, brand name, employee service, and servicescape of brand evidence influence brand trust, and image consistency, price, and servicescape of brand evidence influence brand loyalty. It was confirmed that brand satisfaction has an influence on brand loyalty, and brand trust has an influence on brand loyalty. The mediating effect of brand satisfaction was confirmed between image consistency, price, servicescape and the influence relationship between brand loyalty. The mediating effect of brand trust was confirmed between the influencing relationship between servicescape and brand loyalty. Accordingly, customers who visit bakery cafes tend to accept servicescape most sensitively, so it is judged that they should gain a competitive advantage by securing a visual image. Finally, it is necessary to build a more positive image for customers than expected to visit, and secure brand evidence of an environment that can be perceived as economical, beautiful, cool, and clean that can increase practical and economic value.