선택형 컨조인트 분석을 이용한 레스토랑 고객의 효용측정에 관한 연구

• 영문명: A Study on Measuring Restaurant Customer‘s Utility Using Choice-Based Conjoint Analysis
• 발행기관: 한국외식경영학회
• 저자명: 안성식(Ahn Sung Sik) 이훈영(Lee Hoon Young)
• 간행물 정보: 『외식경영연구』12권 3호, 33~52쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

The aim of this study is to introduce a choice-based conjoint analysis method to the restaurant industry and to verify its validity by comparing it with the conventional conjoint analysis method. In order to compare both conjoint analysis methods, this study has collected data from restaurant customers. Specifically, in comparing the predictive validity of the results from the conventional conjoint analysis and the choice-based conjoint analysis, 16 cards of preference rankings were presented as the prediction model for the former, while 5 sets of options were presented for the latter. As a result, it is expected that the utility of choice-based conjoint analysis method using the information of restaurant choice alternatives would be expanded to the restaurant industry because of its strong point: it is regarded to be superior to the conventional conjoint analysis in terms of the predictive validity and market share prediction.

목차

Abstract

Ⅰ. 서론

Ⅱ. 선택형 컨조인트 분석

Ⅲ. 실증분석

Ⅳ. 분석 결과

Ⅴ. 논의 및 결론

참고문헌

키워드

Utility Measurement Choice-Based Conjoint Analysis