품질개선기법을 이용한 급식서비스 컨택요소에 대한 고객 인식 조사 연구

Abstract

This study is intended to provide useful ways for the competitive edge in marketing activities through the exploration of service contact elements, preferential improvement elements for customers' selection in the foodservice industry. A survey was carried out to 389 employees of the foodservice and eating-out companies in a same building. The PASW Statistics 18 was used to collect data. First, for their service contact, one-dimensional quality elements were ‘preferred foods’, ‘meal atmosphere’ and ‘restaurant's view’, and attractive quality elements were ‘sanitation’, ‘cleanliness’ and ‘food taste’ of product-oriented contact fields. Second, important quality elements was ‘sanitation’, ‘cleanliness’ and ‘food taste’ and ‘freshness.’ Third, key contact elements were ‘cleanliness’ and ‘sanitation’, and the most preferential improvement was ‘CRM.’ Fourth, happiness elements was ‘sincerity’, ‘price’, ‘freshness of food’, These findings will be used as a new turning point for the improved customer service and efficient marketing of foodservice companies by customer-oriented measures based on the needs of customers and improvements with their feelings in the service contact.