수정-IPA를 이용한 치킨 프랜차이즈의 제품 선택 속성에 관한 연구

This study conducted surveys targeting various chicken franchise restaurants in the Seoul area. The survey was conducted from January 2nd to February 1st, 2024, for a total of 30 days. The survey continued until a total of 240 responses were collected to ensure the target response number, with a final of 225 responses used for data analysis. Consumer preferences and perceptions regarding the chicken franchise industry were analyzed using the modified Importance-Performance Analysis (IPA) model. In terms of product selection attributes for chicken franchises, factors such as 'appropriate price,' 'store atmosphere and image,' and 'taste and quality of chicken' were identified as significant determinants influencing consumer choice. In this study, opportunities were presented by enhancing areas of low importance such as 'side menu,' 'friendliness of staff,' and 'diversity of menu options,' suggesting avoiding excessive investment in areas with minimal impact on customer satisfaction. Furthermore, this study acknowledges various limitations including sample constraints, time constraints, lack of qualitative data, and limitations of measurement indicators. To address these challenges, future research should adopt a more diverse participant pool, incorporate temporal factors, employ qualitative analysis, and utilize a multidimensional approach to gain a deeper understanding of this topic. This will contribute to enhancing service quality and competitiveness across the chicken franchise industry as a whole.