The Effect of Servicescape on Positive Emotions and Word of Mouth Intentions of Large Bakery Cafes in the Seoul Metropolitan Area

The purpose of this study is to investigate the effect of servicescape factors on positive emotions and word of mouth intention by reflecting the reality of bakery cafes. For this study, a survey was conducted from October 15 to November 15, 2023 for customers who have used bakery cafes in the metropolitan area using random sampling methods. A total of 314 copies were used for statistical analysis, and the data analysis method was processed using SPSS statistical package 24.0. In order to verify the research hypothesis, the influence relationship between factors was confirmed through frequency analysis, exploratory factor analysis, and regression analysis. It was found that the servicescape factor had a significant effect on positive emotions, and it was found that it had a significant effect on word of mouth intention. In addition, it was found that customers with high positive emotions for the use of bakery cafes had a significant effect on word of mouth intention. Therefore, it suggests that it is located in an accessible area, provides a comfortable and comfortable space, and that competitiveness can be secured only by prioritizing employee appearance and cleanliness, and that it is necessary to identify and actively manage factors that affect positive emotions