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Importance and Performance Analysis of Customers' Selection Attributes for Social Enterprises Type Cafe

사회적 기업 형 카페 선택속성의 중요도 및 수행도 분석

  • An, Hea-Young (Dept. of Foodservice Management and Nutrition, Sangmyung University) ;
  • Paik, Jin-Kyoung (Dept. of Foodservice Management and Nutrition, Sangmyung University) ;
  • Hong, Wan-Soo (Dept. of Foodservice Management and Nutrition, Sangmyung University)
  • 안혜영 (상명대학교 외식영양학과) ;
  • 백진경 (상명대학교 외식영양학과) ;
  • 홍완수 (상명대학교 외식영양학과)
  • Received : 2013.05.09
  • Accepted : 2013.10.28
  • Published : 2013.12.31

Abstract

The purpose of this study was to investigate the consumers' selection attributes of social enterprises type cafe by IPA(Importance-Performance Analysis). Data were collected through a self-administered questionnaire by 309 random consumers in several social enterprises type cafes in Seoul and Gyonggi area. The data was analyzed using SPSS windows(ver. 17.0) for descriptive analysis, t-test, one-way ANOVA and factor analysis. The importance of cafe's selection attributes were divided into five factors including 'promotion and menu', 'service quality and atmosphere', 'location', 'taste', and 'brand name'. The mean scores of importance and performance for cafe selection attributes were 4.01 and 3.68 out of 5, showing a significant difference between importance and performance. According to the IPA results of 17 selection attributes for social enterprises type cafe, the selection attributes with relatively low performance but high importance(II quadrant) was 'easy accessibility'. The factor to be improved through the IPA was accessibility factor, showing that the consumers had a low satisfaction compared to the significance of cafe's location.

Keywords

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  1. The Consumer's Current Use and Popularization Development Plan for Foodservice Social Enterprise Type Cafe vol.32, pp.1, 2016, https://doi.org/10.9724/kfcs.2016.32.1.65