In this study, we aim to understand the quality of service and brand image level of Busan Eomuk, which is recognized by customers using Busan Eomuk, and to analyze how these factors affect customer satisfaction and intent to buy again. Verification results show that only the quality of the product among the selected attributes of fish cake products has a statistically significant effect on customer satisfaction and the intention to repurchase them. In general, consumers choose fish cake products based on a variety of evaluation criteria, indicating that the quality of the food plays an important role. In this regard, it is believed that intensive control and maintenance of the quality of food is required. In addition, satisfaction levels have a statistically significant effect on users' intention to repurchase. The results of these studies show that customers are satisfied with purchasing fish cake products in the business reality of Busan fish cake products, which are gradually losing competitiveness due to the emergence of various fish cake companies, and that such perceived satisfaction has a significant impact on the intention of repurchase, and that Busan fish cake products need to understand consumers' needs along with changes in consumer perception and product development according to consumers' diverse needs.