This study applied the strategic experience module to investigate how the home baking education experience affects the image of the educational center and customer attitudes for home baking program students. In addition, it was attempted to examine whether the image of the educational center and customer attitude had a significant influence on the educational center loyalty. Based on this, it was intended to present marketing differentiation reflecting the needs of the students by measuring the experience factors perceived by the home baking students through the educational program experience.
The sample of the study was for those who had experience using the home baking education program within the last year. During the survey period, a preliminary survey was conducted from July 1, 2022 to July 15, 2022 and the measurement tool was checked. This was revised and supplemented, and the main survey was conducted from August 1, 2022 to August 31, 2022. As for the survey collection method, an offline survey and an online survey through the Google questionnaire were conducted simultaneously. A total of 351 copies were used for analysis by removing 16 unfaithful responses out of 367 copies of 117 offline surveys and 250 online surveys. Data analysis was conducted using the IBM SPSS 25.0 statistical program in the order of frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis.
The results of this study are summarized as follows. First, Hypothesis 1, which verified the effect of experience factors on the image of the educational center, was adopted by showing a positive (+) effect on the image of the educational center in the order of relationship experience, emotional experience, behavioral experience, sensory experience, and cognitive experience. Second, Hypothesis 2, which verified the effect of experience factors on customer attitudes, was adopted by showing a positive (+) effect on customer attitudes in the order of sensory experience, behavioral experience, emotional experience, cognitive experience, and relationship experience. Third, the image of the training center showed a positive (+) effect on customer attitude, and hypothesis 3 was adopted. Fourth, Hypothesis 4, which verified the effect of experience factors on educational center loyalty, was adopted by showing a positive (+) effect on educational center loyalty in the order of behavioral experience, sensory experience, relationship experience, cognitive experience, and emotional experience. Fifth, hypotheses 5 and 6 were adopted because the image of the education center showed a significant positive (+) effect on the educational center loyalty, and the customer attitude showed a significant positive (+) effect on the educational center loyalty.
Based on the above results, the following academic and practical implications were presented. First, Schmitt (2002)'s strategic experience module was applied to the experiential education service industry for home baking class students, laying the academic foundation for future research. Second, unlike job training aimed at obtaining certificates or starting a business, home baking classes with strong hobbies suggest that management is very important to provide pleasure and comfort rather than sharing technology transfer or knowledge. Third, it suggested that it is important to develop a management system that can differentiate from other education centers and build good feelings and trust in order to manage long-term students who can retake classes or introduce programs to acquaintances. Fourth, it was suggested that job education and self-development should be continuously conducted to improve the quality of instructors as well as the interior and hygiene management of the education center. Finally, home baking class instructors will be able to operate a sustainable education center if they manage students to retake other programs or recommend them to their acquaintances through continuous service-minded education as well as internal content.