Structural Relationships between Product Selection Attributes, Customer Satisfaction, and Loyalty in Bakerycafes: The Moderating Role of Dietary Lifestyle

This study examines the structural relationships among selection attributes, customer satisfaction, and loyalty in bakery cafés and explores the moderating role of dietary lifestyle in consumer behavior. The rapid expansion of bakery cafés in the foodservice industry has intensified competition, making it increasingly important to understand how consumers evaluate selection attributes and develop long-term loyalty. Drawing on prior research, a research model was developed focusing on brand, price, and quality as the key selection attributes. Data were collected from 388 adult consumers with bakery café experience and analyzed using SPSS 23.0 and AMOS, with path analysis conducted in AMOS. The results indicate that brand and quality significantly influence customer satisfaction, which in turn has a strong positive effect on loyalty, whereas price does not exhibit a significant impact. Among the selection attributes, quality had the strongest effect on satisfaction. Dietary lifestyle partially moderated the relationship between quality and satisfaction, suggesting that consumer lifestyle differences shape evaluation processes. These findings highlight the importance of differentiated marketing strategies based on lifestyle segments. The study contributes to foodservice consumer research by extending satisfaction–loyalty models to the bakery café context and provides practical implications for strengthening customer loyalty and competitive positioning.