Kano 모델을 이용한 패스트푸드 전문점의 서비스 품질요소 분류 및 만족도 연구 -전남지역 대학생을 대상으로-

This Study is for understanding Kano model of the Fastfood service quality and its increasing and decreasing factors with questionnaire in pairs of positive/negative questions of kano model. The survey questionaires are composed to draw 20 questions from five dimension- tangible, reliability, responsiveness, assurance, empathy based on literature review and SERVQUAL(Parasuraman et al., 1988) to mesure to fastfood service quality. A total 289 useful samples were collected and analyzed. The result are follow: first, It was found that 20 items are could be classified into 1 attractive quality element, 3 must-be quality elements, 16 one-dimensional quality elements. The highest score element of customer's satisfaction coefficients was identified as the ‘Employee make strenuous efforts to Customer's special request(0.83), and highest score of dissatisfaction items were ‘Toilet are clean and convenient(0.93)'. Second, The lowest score element of customer's satisfaction coefficients was identified 'Keeping open the exact deadline(0.83)', and lowest score of dissatisfaction items were 'Building exteriors attractive appearance(0.59)'. From the analysis, This Study provides the practical service marketing strategies for fastfood operator.