대학생들의 커피전문점 이용 실태 및 IPA를 활용한 서비스 품질에 대한 인식 분석

• 영문명: A Study of University Students' Coffee Shop Using attitude and perception through Importance-Performance Analysis of Service Quality: Focus on Jeonnam Area
• 발행기관: 한국관광학회
• 저자명: 정현영
• 간행물 정보: 『관광학연구』제37권 제3호, 251~269쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.04.30

영문 초록

The purpose of the study was to investigate university students' using coffee shop and to establish marketing strategies through Importance-Performance Analysis(IPA) of service quality. Questionnaires were distributed to 600 students in Jeonnam, 570 questionnaires were used final analysis. For statistical analysis, SPSS 20.0 was used to conduct the descriptive analysis, chi-square test, t-test, factor analysis and reliability test. The result of this study revealed the average cost 4140 won of using coffee shop, staying time was 65 minutes per once, 6.03 times visit a month. University student pointed out most importance factor was 'human service' and 'physical environment' also bad performance were 'Representativeness' and 'Physical environment'. The importance and performance levels of service quality of coffee shop were significantly different (p<.001). Through this study it can be concluded that understanding the customer perception of coffee shop is the preliminary data for effective marketing strategies to improve the business performance. This result suggests that coffee shop should have improve convenience 'human service' also 'physical environment' (more space, enough chair/table) for customer satisfaction.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 연구결과

V. 요약 및 결론

참고문헌

키워드

커피전문점 중요도-수행도 분석 서비스품질 Coffee shop IPA analysis Service quality