Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Analysis of Tangible and Intangible Attributes in Foodservice products by IPA - Focus on Dumpling shops -

IPA (Importance-Performance Analysis)를 활용한 유무형 외식 상품 속성 연구 - 만두전문점을 중심으로 -

  • Oh, Ji Eun (Department of Nutritional Science and Food Management, College of Health Sciences, Ewha Womans University) ;
  • Cho, Mi Sook (Department of Nutritional Science and Food Management, College of Health Sciences, Ewha Womans University)
  • 오지은 (이화여자대학교 건강과학대학 식품영양학과) ;
  • 조미숙 (이화여자대학교 건강과학대학 식품영양학과)
  • Received : 2016.02.19
  • Accepted : 2016.04.04
  • Published : 2016.04.30
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Abstract

This study utilized importance and performance analysis (IPA) in order to improve and plan tangible (menu) and intangible (service) products at dumpling shops. Menu attributes for tangible products were classified into sensory factor, health factor, hygiene factor, and external factor. Attributes for intangible products were classified into response factor, visual factor, spatial factor, package factor, and promotion factor. In IPA analysis of tangible products, sensory factor and hygiene factor were located in Quadrant I (Keep up the good work). Health factor was located in Quadrant III (Low priority for management) and the external factor was located in Quadrant II (Possible overkill). In IPA analysis of intangible products, response factor and visual factor were located in Quadrant I, whereas promotion factor was located in Quadrant III. The attributes related to kindness of staff and space for customers in the store were more important, but due to their low performance level, they were located in Quadrant IV (Concentrate management here). Thus, the product planner should improve attributes of the related product immediately. As a result, the development of competitive products within the market is possible.

Keywords

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