The purpose of this study is to synthetically comprehend the effect of factors such as brand image, product quality, service quality, interior design, Hygiene conditions, and physical environment on satisfaction of bakery users and suggest improvement direction. As a study method, survey of 34-items was conducted to 400 bakery users and collected data was classified into quality attributes based on Kano model. For comprehensive analysis, quality attributes were compared with customer satisfaction coefficient and total customer satisfaction coefficient. In addition, improvement effectiveness and order of priority were suggested through PCSI Index and importance-performance analysis. Lastly customer satisfaction model using multiple regression analysis was proposed. In conclusion, effective improvement direction and management plan was proposed by classifying quality factors for bakery customer satisfaction improvement. It is considered that additional review on research model and study considering various analytic methods will be needed in the future.