Kano 모델과 잠재적 고객만족개선지수(PCSI)를 활용한 농업 창업 지원프로그램의 만족 패턴과 우선순위 분석

As the interest in startup activities has increased recently, the governmental support for startups in the agricultural sector has also been reinforced. However, due to the distinct characteristics of the agricultural sector, the needs of startups or other business activities of this sector may differ from other sectors. Therefore, it is necessary to examine entrepreneurs' satisfaction patterns of startups specific to the agricultural sector and to design effective support programs considering these patterns. This study aimed to analyze entrepreneurs' satisfaction patterns with startup support programs and evaluate the priorities of the programs using the Kano model and PCSI . For this purpose, we surveyed startup firms that have been incubated by the Foundation of Agricultural Technology Commercialization and Transfer (FACT). The results show that programs for startup implementation, technology commercialization, and marketing have higher priority than startup preparation. The results also show priorities at a detailed level, and they seem to reflect the characteristics of the agricultural sector. These results provide some implications. For agricultural startups, support programs for startup implementation and technology commercialization are needed rather than those for startup preparation. It is important to enhance financial support for startup budgets, and technology support for facilities, equipment, space for product development, and support for intellectual property rights (IPR) applications are also important. Lastly, regarding marketing, demand creation such as government procurement is important, but it is also important to drive agricultural startups to compete in the market.