A Study on the Effect of Windows Bakery Selection Attributes on Brand Image and Brand Loyalty

This study was conducted in recognition of the need for academic exploration to secure competitiveness in the window bakery market, in the modern bakery market where consumer behaviour and brand management are becoming increasingly important.In particular, it aims to provide strategic implications that window bakery operators and related industries can utilize by empirically verifying the impact of consumer choice attributes on brand image and brand loyalty.The results of the empirical analysis are as follows.First, window bakery's choice attributes were found to have a positive (+) impact on brand image.Second, window bakery brand image was found to have a positive (+) impact on brand loyalty.The implications of the above research results are as follows.First, window bakery operators or those planning to operate should develop integrated customer experience strategies such as providing positive experiences at all contact points with customers.Second, conducting consumer-tailored campaigns through continuous monitoring provided to existing customers will be effective.Third, introducing sustainable quality management and improvement systems is necessary to increase customer loyalty.The following future research directions are suggested based on the limitations revealed during this study.First, suppose the study is conducted nationwide and targets diverse customer groups rather than limited to certain regions and limited customers.In that case, the generalizability of the research results is expected to improve.Second, follow-up research should be conducted on various variables influencing brand image on brand loyalty and changes in customer loyalty attitudes in the long term.In that case, it is expected that more specific and practically helpful research results can be derived.