전통적 IPA와 수정 IPA 비교를 통한 베이커리전문점의 선택속성에 관한 연구: 프랜차이즈 베이커리와 독립 베이커리를 중심으로

In this study, three different IPA importance and satisfaction analyses were performed to examine customers' evaluation of bakery specialty store selection attributes specifically. As a result, in the case of the first quadrant, franchise bakery showed hygienic and consistent service in product taste, product freshness, disinfection and quarantine, and product packaging. Independent bakeries were found to use high-quality raw materials, hygienic product packaging, and neat appearance of employees. In the second quadrant, the items in the store of the franchise bakery were found to be sanitary and the convenience of public transportation near the locations. Also, the convenience of using the Wi-Fi of the independent bakery was found. In the third quadrant, the items of franchise bakery points accumulation, Wi-Fi convenience, and a variety of independent bakery products, discount benefits, and presence or absence of parking facilities were found. Quadrants were not present in the three IPAs.