한정식 레스토랑의 유형에 따른 고객의 선택속성에 대한 연구 : IPA 분석을 기반으로

Abstract

This study is to figure out the customers’ choice attributes for the type of Korean restaurants using the importance-performance analysis (IPA) methodology. In this study, we classified the Korean restaurants into three groups by the type of food quality, employee service quality, physical environment, price and value; fine, modern, and casual restaurant. This study used the Likert 7-point scaled questionnaires measuring customers’ choice attributes such as sixteen restaurant attributes, and employed the IPA methodology to map out the importance that customers place on individual restaurant attributes and how they affect customer satisfaction by the type and gender of Korean restaurants. The results address strategic operational plans tailored to individual type of Korean food restaurant to reduce the customers’ perception gap on restaurant attributes between customer’s importance and their satisfaction. This study offers strategic alternatives for managing customers’ restaurant choice attributes that are suitable for multiple types of Korean food restaurants, including fine, modern, and casual restaurant types that are categorized by the food quality served, employee service procedures employed, physical internal and external environment, and price and value.