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AHP를 활용한 체인 커피전문점 선택속성의 우선순위분석
An Analysis on the Priority of Selection Properties at Chain Coffee Shops Using AHP
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- 발행기관
- 관광경영학회 바로가기
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- 간행물
- 관광경영연구 바로가기
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- 통권
- 제17권 제4호 통권 57호 (2013.12)바로가기
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- 페이지
- pp.123-139
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- 저자
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- 언어
- 한국어(KOR)
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- URL
- https://www.earticle.net/Article/A209275
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5,100원
원문정보
초록
- 영어
- This study investigated the relative weight and the priority of evaluation factors preferentially considered when consumers chose a chain coffee shop using AHP. An hierarchical analysis method was used using Expert Choice 2000 program of Expert Choice as a study analysis method. A frequency analysis was made for a demographic analysis with SPSS 20.0. As a result of the measurement, the main characteristics are as follows: First, as a result of measuring the importance in the two-tier evaluation area, the relative importance was the highest in the reliability area, showing the weight of 0.269, followed by the comfort area with the weight of 0.229. Second, the most important thing that customers considered in the reliability area was 'the quality of coffee', followed by 'the flavor of coffee'. The diversity of the menu showed the lowest fifth (5th) among five evaluation factors. Lastly, in relation to three tier evaluation factors, 'the quality of coffee' measuring the reliability factors among twenty-one (21) evaluation factors took the first place, followed by 'the cleanliness of a restroom' measuring the comfort factor, 'employees' attitudes' measuring the kindness factor. It is necessary to pay special attention to interpretation because there are the following limitations and problems in this study: first, there are the limitation that most studies have demonstrated called the restriction in the generalization of study results because this study intended for Busan citizens; second, there may be other different evaluation areas except reliability, tangibility, comfort, kindness and credibility and different results in the study for specialists because this study intended for customers who visited coffee shops even though evaluation areas and factors were drawn from previous studies.
목차
ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 커피전문점 선택속성
2. AHP(Analytic hierarchy Process)
Ⅲ. 연구 설계
1. 평가항목 및 계층설정
2. 표본 및 자료수집
Ⅳ. 분석 결과
1. 자료의 특성과 신뢰성 분석
2. 평가영역 및 평가요소의 결과
Ⅴ. 결론
참고문헌
키워드
Analytic Hierarchy Press Order of Priority Selection Attribute Coffee Shops.저자
간행물 정보
발행기관
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- 발행기관명
- 관광경영학회 [Tourism Management Research Organization]
- 설립연도
- 1997
- 분야
- 사회과학>관광학
- 소개
- 관광경영학을 실용학문의 체계로 확립하고 실천학문으로 정착시키기 위하여, 관광경영학문을 현실적응에 필요한 연구를 통해 국가관광정책의 방향을 제시하고, 관광사업자들에게는 실질적으로 도움이 되는 경영전략을 제공하며, 연구를 통하여 회원간의 친목도모와 정보교환을 함으로써 상호발전을 목적으로 한다.
간행물
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- 간행물명
- 관광경영연구 [Journal of Tourism Management Research]
- 간기
- 연7회
- pISSN
- 2092-528X
- 수록기간
- 1997~2021
- 십진분류
- KDC 326 DDC 338
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