The Impact of Service Quality at Windows Bakery Cafe on Perceived Value and Behavioral Intentions

Objective: This study aims to examine the impact of service quality at Windows Bakery Cafe on perceived value and behavioral intentions of customers. To achieve this objective, this study seeks to identify the service quality factors that positively influence perceived value and behavioral intentions of customers, thereby providing theoretical foundation data essential for the efficient operation of Windows Bakery Cafe. Methods: This study conducted a survey using an online questionnaire from November 1 to November 20, 2024. Then, this study performed an empirical analysis on a total sample of 231 responses using the SPSS statistical program. Results: First, among the dimensions of service quality, bakery quality, interaction quality, and coffee quality had a positive (+) impact on perceived value. However, physical environment quality did not show significant impact on perceived value. Second, perceived value had a positive (+) impact on behavioral intentions. Implications: Based on these results, the study aims to provide foundational data for the efficient operation of Windows Bakery Cafe.