Kano모델을 이용한 프랜차이즈 레스토랑 재방문 의도에 미치는 요인 분석

This study is to contribute to the policy decision of franchise restaurant industry through salespromoting and analyzing main factors that shows how service quality affects revisiting customersintention. For this study, factors from customers needs of franchise restaurant were collected andfrequency analysis of SPSS and qualitative analysis technology of Kano & Timko were used. Analysis reached one conclusion, which factors were maximizing customers satisfaction, shows thetaste of menu, price of menu, neatness of restaurant, sanitariness of restroom, accessability ofrestaurant, manual awareness of employees and kindness of employee service. Among those factors,accessability of restaurant were rated as an attractive quality as it had remarkably low dissatisfactioncoefficient Especially, satisfaction coefficient of neatness of restaurant, sanitariness of restroom andkindness of employee service were high scored when customers needs were satisfied. however,when those needs were not satisfied, it heavily affected to repeat their visiting intension as therewere high unsatisfaction coefficient. However, relatively the point saving coupon system, franchiseidentical menu and identical interior design were indifferent quality and they were rated as lowsatisfaction/dissatisfaction coefficient of Timko. Therefore they did not affect to customers revisitingintention.