AHP 기법을 활용한 외식산업의 발전 전략에 관한 연구

• 영문명: The Strategy Development of the Restaurant Industry through the AHP Analysis: Focusing on the Digital Conversion and Non-Contact Service after COVID-19 Pandemic
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 이봉식(Bong-Shik Lee) 박민재(Min-Jae Park)
• 간행물 정보: 『아태비즈니스연구』제12권 제4호, 271~288쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2021.12.31

영문 초록

Purpose - The purpose of this study is to identify the critical factors that restaurant management should consider strategically when making a decision after COVID-19 under the digital transformation and non-contact service expansions environment. Design/methodology/approach - The thirty six experts and managers who have 5 years or more experience in restaurant industry in Korea participate this study. The Analytic Hierarchy Process (AHP) and SER-M were used to analyze the experts’ opinion Findings - As a result of the analysis, management environment (0.313) showed the highest relative importance priority, followed by brand (0.263) , management characteristics (0.254) , and physical factors (0.17) . And, as for the sub-factor value, lifestyle (0.087) , awareness (0.084) , consumer desire (0.075) , and loyalty (0.068) were ranked highest among the 19 influencing critical factors. Research implications or Originality - In the case of large restaurant enterprises, it is judged that the subject(CEO, Management) is actively pursuing a strategy to acquire the necessary resources for the given environment of digital transformation and customer demand for non-contact services. On the other hand, in the case of middle and small restaurant enterprises, it seems that they are fully aware of the demand for expansion of non-contact services and the digital transformation required in the post COVID-19 era, but information technology utilization ability, usage experience, technology acceptance ability, and education and training support for this are only available to large enterprises.

목차

Ⅰ. Introduction

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

AHP Conversion COVID-19 Digital Non-Contact SER-M Service