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IPA를 활용한 커피전문점 선택속성에 대한 연구
Study on an Importance-Performance Analysis of Coffee Shop Selection Attributes

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초록

영어
With the expansion of the coffee market and rapid competition, consumers are becoming more and more picky about choosing coffee shops because of their wider choice, and the trend of competition among coffee shops is not stopped. As one of the fastest growing sectors in the domestic food service industry, there is a need for careful management strategies based on the perception of local customers among coffee shops. In addition, I tried to find implications in terms of the necessity of management and operation and marketing strategy through different strategies. The purpose of this study is to investigate the influence of loyalty by importance and performance of choice attributes and analysis the impact of the visiting motivation as well. Empirical study with 566 samples of customer in Coffee shop shows that 1) for the purpose of visit, it is significantly importance (tangibles, pleasantness, reliability, and kindness except for credibility) and overall satisfaction 2) the importance factor was comparatively higher than satisfaction factor in most of variable by paired t-test 3) it showed that variables such as cleanliness of cup and toilet, an overall cleanliness, and staff's fast response for order were situated in the grid 1 known as "Keep up the Good Work" and variables situated grid 2 known as "Possible Overkill" are brand image, brand reputation, and staff's appearance. Variables situated in the grid 3 known as "Low Priority" are ease of access, ease of parking, and visually building's exterior. And, variables situated in the grid 4 known as "Concentrate Here" are freshness and quality of coffee, mode, and location. This study is meaningful in that it proposes to show the marketing strategies for a coffee shop and what to avoid and give intensive management direction by analyzing customer needs of variegation and the rapidly changing coffee market. And it will also show how the coffee industry can create better quality of service and create culture.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 커피전문점의 선택속성
  2. 전반적 만족
  3. IPA
 Ⅲ. 연구설계
  1. 연구모형 및 가설설정
  2. 모집단의 규정 및 표본추출방법
  3. 조작적 정의
 Ⅳ. 실증분석
  1. 표본의 인구통계학적 특성
  2. 신뢰성 및 타당성 검사
  3. 중요도와 만족도 간 IPA분석
  4. 다중회귀분석
 Ⅴ. 결론
 참고문헌

저자

  • 김태욱 [ Taeuk Kim | 경기대학교 일반대학원 호텔경영학과 박사과정 ]
  • 김영현 [ Younghyun Kim | 호남대학교 호텔경영학과 조교수 ] 교신저자
  • 서천영 [ Chunyoung Seo | 한솔개발 근무 ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 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

  • 간행물명
    관광경영연구 [Journal of Tourism Management Research]
  • 간기
    격월간
  • ISSN
    2092-528X
  • 수록기간
    1997~2019
  • 등재여부
    KCI 등재
  • 십진분류
    KDC 326.39 DDC 910

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