FROM SHELF TO SELFIE: HOW SOCIAL MEDIA SHAPES THE BAKERY CAFÉ EXPERRIENCE
Main Article Content
Abstract
Purpose: Bakery cafés offer more variety than traditional bakeries but less selection than full-service restaurants. The aim of the paper is to study role of social media in promotion of brand image of bakery cafes. This study investigates five bakery attributes—Unique Selling Proposition, Food Quality, Innovative Flavours, Service Quality and Ambience for their role in promotion of brand image of Bakery Cafes.
Design/Methodology: Using a quantitative technique, data is collected through survey from a sample of 578 volunteer customers and analysis are performed using SmartPLS4
Findings: The study found the positive t and p values of Unique Selling Proposition (0.195, p=0.000); Food Quality (0.149, p=0.000); Innovative Flavours (0.124, p=0.000); Service Quality (0.118, p=0.002) and Ambience (0.201, p=0.000) which demonstrated that all bakery attributes have significant positive effect on promotion of brand image of Bakery Cafes and consumers have a positive perception of bakery cafes. Social media partially mediates relationship between attributes and perception of bakery cafes. Combined IPMA-NCA analysis indicates significant gap between customers’ perceived importance vis-a-vis displayed performance in service quality and unique selling proposition.
Theoretical/ Practical Implications: To promote the brand image of bakery cafes, managers and owners need to optimize performance of service quality, ambience, innovative flavours and unique selling proposition. Mangers and bakery owners may benefit from these findings to better understand the needs and preferences of their customers and make informed decisions about their business strategies.
Originality: This paper explores the evolving role of social media in shaping the brand image of bakery cafes, a sector that blends hospitality, customer experience, and digital interaction in novel ways.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
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