Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Comparison of the Importance and Performance(IPA) of the Quality of Korean Traditional Commercial Beverages

시판 한국 전통음료제품의 품질에 대한 기대치와 만족도 비교(IPA)

  • Lee, Yeon-Jung (Department of Food service management and Culinary, Gyeongju University)
  • Published : 2005.10.31
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Abstract

The purpose of this study was to provide useful information for establishing efficient marketing direction by investigating the performance (satisfaction) and importance for the quality of Korean traditional commercial beverages. The subjects were 320 participants (130 males and 190 females) in Daegu and Kyungpook. The importance and satisfaction score of Korean traditional commercial beverages were measured on a five-point Likert scale. The results are summarized as follows. The overall satisfaction score on Korean traditional commercial beverages was 2.96 points. The beverages with the highest satisfaction scores were 'green tea' (3.48 points) 'shickhae' (3.35 points) and 'rice tea' (3.34 points) whereas 'ppongip tea' (2.58 points) 'gugija tea' (2.63 points) and 'gukhwa tea' (2.64 points) scored lowly. From the analysis of the difference between importance and performance of Korean traditional commercial beverages, importance (3.11 points) was rated much higher than performance (3.66 points). In the IPA result, it was important to continuously maintain 'taste', 'hygiene', 'freshness', 'period of circulation', 'wrapping condition' etc. Some items such as 'nutrition', 'safety', 'health', and 'ingredient' did not need intensive care and operation.

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