IPA분석을 활용한 커피전문점 선택속성에 관한 연구:프랜차이즈와 비프랜차이즈 커피전문점 비교

The purpose of this study is to verify the differences between importance and satisfaction of service quality in coffee shops. In particular, this study performed to verify the differences between franchise coffee shops and non-franchise coffee shops. A survey was conducted using an online questionnaire from August 1st to 28th, 2019, and an online questionnaire was distributed to a total of 300 consumers, of which 250 (recovery rate 83.3%) excluding incomplete and unscrupulous respondents. The questionnaire was used for final analysis. The collected data were analyzed using SPSS 25.0, and a simple scatter plot analysis was performed through the average of each measurement item for the IPA analysis. The results reveal that derived the service quality factors through importance and satisfaction from consumer. Especially, the factors were classified differently according to coffee shop type. Based on the results, franchise companies and non-franchise coffee shop operators need to develop marketing strategics and methods of operation separately. In sum, the differences between importance and satisfaction of selection attributes in cafe differ according to type of coffee shops.