Revised-IPA를 이용한 커피전문점의 서비스품질에 관한 연구: 대구·경북지역 대학생을 중심으로

The purpose of this study was, by using Revised-IPA, to analyze explicit importance and intrinsic importance of the service quality of coffee shops, and based on the results, to specify the attributes that should be concentrated in priority in limited marketing resource distribution. To this end, a survey was performed from August 10, 2015 to August 25, 2015, for 15 days. Totally 450 questionnaires were distributed and 417 were used for the analysis excluding those including negligent responses. As a result of the analysis, first, one factor (menu quality) was included in the first quadrant which means a performance factor that is considered important by customers and has a significant effect on general satisfaction. Second, one factor (professionalism) was included in the second quadrant which means an excitement factor that is not considered important by customers but has a significant effect on general satisfaction. Third, two factors (convenience and sympathy) were included in the third quadrant which means a performance factor that is not considered important by customers and has no significant effect on general satisfaction. Lastly, one factor (mood) was included in the fourth quadrant which means a basic factor that is considered important by customers but has no significant effect on general satisfaction. Thus, it turned out that the area needing the most resources in priority is professionalism, and menu quality needs constant investment to be in the present level.