수정된 IPA를 이용한 프랜차이즈 커피전문점의 선택속성 분류에 관한 연구

This study attempted to classify the excitement factors, basic factors, and performance factors in terms of selection attributes for franchise coffee shops by using Vavra’s (1997) revised IPA. This study would provide useful information for improving the competitiveness of franchise coffee shops and establishing marketing strategies. This study conducted a survey for ten days, from January 5 to 15, 2019 in Daegu. The total of 300 individuals participated in this research survey and 300 were valid, hence used for data analysis. The analysis results revealed how the excitement factors regarding the selection attributes for franchise coffee shops included the number of stores, credit card partnership benefits, the decent appearance of staff, the size and scale of the interior space, and the indoor music. Basic factors included the friendly resolution of complaints by staff, easy access, the location of the coffee shop, and the convenience of using the parking lot. Important performance factors included friendliness, coffee prices, the cleanliness of the restroom, the quick response to an order by staff, the freshness of the coffee, the indoor ambience, the diversity of the menu, business hours, appealing indoor interior design, the knowledge of staff regarding products, and coffee taste. Through this study, it contributed to identifying important factors that had a significant impact on customer satisfaction in franchise coffee shops.