IPA를 활용한 패스트푸드 선택속성 분석 : 햄버거를 중심으로

Despite controversy over the quality of fast food, fast food is still receiving sustained consumer support. This study aims to present concrete management plans by Importance Performance Analysis (IPA) using the importance and satisfaction of various attributes, considering university students' purchase of fast food of a certain Quick Service Restaurant (QSR) brand. The data for this research was collected by distributing a structured questionnaire to undergraduates from a university in Seoul whom had experienced eating McDonald's hamburgers within the last three months. In order to solve the research problems frequency analysis and multiple frequency analysis were conducted. Factor analysis was conducted to verify the validity of the hamburger choice attribute measurement items, and Cronbach's α was used to verify the reliability. In order to investigate the relationship between the importance and satisfaction of hamburger choice attributes, paired t-test was performed and a scatter plot matrix was created according to the result of IPA. The results of this study are summarized as follows. First, the attributes of hamburger choice that undergraduates consider most important were taste, hygiene, quality, cleanliness, price, and prompt order. Second, The results of the IPA showed that attributes that should be maintained consistently were taste, ordering speed, and service promptness. Quality attributes, hygiene, cleanliness, price appropriateness, and cheapness were the attributes that needed intensive management. The attributes that should be lowered in priority were kindness, product knowledge, and beverage diversity. The attributes that need to improve over management are menu diversity, brand reputation, and corporate reputation.