Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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Analysis on Factors of Importance and Performance in terms of Securing Customers of Farm Restaurants - Based on the Case of Bibijeong in Wanju-Gun -

농가레스토랑 이용고객의 중요도-만족도 분석 - 완주군 비비정을 사례로 -

  • Han, A-Reum (Department of Agricultural Economics, Chonbuk National University) ;
  • Han, Jin (Department of Agricultural Economics, Chonbuk National University) ;
  • Lee, In-Jae (Department of Agricultural Economics, Chonbuk National University) ;
  • Jang, Dong-Heon (Department of Agricultural Economics, Chonbuk National University)
  • 한아름 (전북대학교 농업경제학과) ;
  • 한진 (전북대학교 농업경제학과) ;
  • 이인재 (전북대학교 농업경제학과) ;
  • 장동헌 (전북대학교 농업경제학과)
  • Received : 2015.06.01
  • Accepted : 2015.06.26
  • Published : 2015.06.30
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Abstract

This study aimed to analyze factors of importance and performance picked by customers of Bibijeong, a farm restaurant operated by the local community of Wanju-gun. Major points include: Recognition paths mostly were word of mouth and mass media, types of visit were in the company of friends, family members or work colleagues, and purposes of visit included consumption of meal and identifying features of the restaurant. Secondly, factor analysis showed that level of facility, atmosphere/cleanness, diversity of menu, employees, ingredients and network. The Cronbach Alpha coefficient was +0.6. Thirdly, average of importance of factors was 3.861 while average performance was 3.429. IPA analysis showed that employee(communication, customer contact) in the first quadrant proved the need for fast improvement through training. Atmosphere/cleanness (interior atmosphere, table clean, kitchen cleanliness, clean dishes, interion design) and employee(proficiency, menu recognition), foodstuff(freshness, origin, safety) in the second quadrant showed that the marketing strategy of improvement as well as maintaining current status is needed, including regular training and hygiene inspection. The third quadrant contains facilities(disability, baby, fire protection) and food menu(food packing, various menu, creative menu, menu description), network(village economic links), which showed the need for gradual improvement. The forth quadrant contains network(sights's near contains. The results so far can be summed into the statement that overcoming the basic functionality of providing meals and linking the restaurant with local attractions and local economy would be need, as well as building up the image of unique farm restaurant with local features, so that Bibijeong can serve as the centerpiece of community and foundation of exchange with other areas.

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