Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Study on the Importance and Customer Satisfaction of Coffee-shop Type according to the Choice Attributes by University Students -Focused on Daegu-

남.여 대학생들의 커피 전문점 운영 형태의 선택 속성에 따른 중요도와 만족도에 관한 연구 -대구 지역을 중심으로-

  • Byun, Gwang-In (Dept. of Restaurant Management and Cooking, Yeungnam University) ;
  • Lee, So-Young (Dept. of Restaurant Management and Cooking, Yeungnam University) ;
  • Cho, Woo-Je (Dept. of Hotel, Tourism and Foodservice Management, Keimyung College University)
  • 변광인 (영남대학교 식품외식학부 외식산업학) ;
  • 이소영 (영남대학교 식품외식학부 외식산업학) ;
  • 조우제 (계명문화대학 호텔관광외식학부)
  • Received : 2009.06.24
  • Accepted : 2009.07.30
  • Published : 2009.08.31
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Abstract

The purpose of this study were to analyze the importance and satisfaction toward franchise coffee shops and general coffee shops by university students according to their patronage type; and to provided ideas and marketing strategies to increase sales through IPA(Importance-Performance Analysis). University students in Daegu were surveyde from May 12, 2009 to May 30, 2009. The IPA results presented the following quality attributes, by gender, that should be quickly improved at franchise-coffee shops & general-coffee shops being recognized for a brand', 'easy to find', 'operational methods', 'variety of coffee menu', 'amount of coffee served', 'variety of side menu', 'external appearance and a signboard', 'parking', 'a scale of shop', and 'type of coupons'.

Keywords

References

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