와인 소매점 선택속성의 중요도와 만족도에 관한 연구

• 영문명: A Study on the Importance and Satisfaction for the Attributes of Choosing Wine Retail Shop
• 발행기관: 한국외식경영학회
• 저자명: 김맹진(Kim Maeng Jin)
• 간행물 정보: 『외식경영연구』11권 4호, 199~222쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.12.31

영문 초록

The purpose of this research is to evaluate the wine purchasers' importance and satisfaction with the attributes of choosing wine retail shop. Data were collected from wine purchasers at the department stores, wine specialty shops, discount marts, and convenience stores in Seoul by trained interviewers. Through the Importance- Performance Analysis(IPA), the result indicate that Korean wine purchasers were satisfied with 'variety of wine', 'friendly staff', 'display of wine', 'accessibility' as well as perceived importantly for the attributes. Korean wine purchasers perceived importantly for the 'information about wine', 'wine tasting available', 'discount available', in spite of low satisfaction with the attributes. Korean wine retailers should pay attention to the three attributes and concentrate much more resources to resolve the problems about the attributes.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구결과 및 고찰

Ⅴ. 결론 및 논의

참고문헌

키워드

Wine Retail Shop Choosing Attributes IPA