IPA를 활용한 소규모 식당 서비스 선택속성에 대한 연구

The purpose of this study is to investigate customers' perceptions and their satisfactions toward small size restaurants. It utilizes statistical analysis to discern the crucial attributes that needs improvement in order to minimize the discrepancy between customers' expectations and the performance of small size restaurant's. The data for this study was collected from small size restaurant customers in Seoul. A total of 170 Korean customers who had visited small restaurants located within the Myungdong, and Kangnam subway station area in Seoul were surveyed for this study. Statistical analysis, including t-tests, factor analysis, and IPA analysis were performed using the SPSS statistical package(12.0). The results show that customers of small size restaurants are more concerned with the price, the quick service, and the quantity of food rather than appearances of employees, and surroundings when they select a small size restaurant. Customers are not as concerned with nutrition, service preparation, and good tasting foods. In terms of small restaurant selection, price, quick service, the amount of food, and a convenient location are identified as the critical factors effecting customer satisfaction in regards to small restaurants.