베이커리 카페 선택속성 연구 - IPA를 통한 주중과 주말 비교 -

Abstract

This study assigned 100 customers each from weekdays and weekends to bakery cafes and analyzed 25 items of selected attributes: ‘employee service’,‘informativeness’,‘aesthetics’,‘marketability’ ,‘convenience’. First, maintenance included 13 items in common: ‘friendliness of employees’,‘prompt response to complaints’,‘neat appearance of employees’,‘fast and prompt order processing’,‘table/seating space’,‘indoor lighting’,‘atmosphere including background music’,‘indoor and outdoor store interior’,‘ taste of bread and cake’,‘product freshness’,‘cleanliness of furniture and fixtures(plates, cups, forks, knives, etc.)’,‘comfortable and cozy seats’,‘spacious and convenient parking facilities’,‘convenience of purchasing drinks or bakery products’.‘Taste of drinks’ was included in weekdays. Second, concentration did not have any items on weekdays, but weekends included ‘taste of drinks’,‘product packaging method’. Third, the low ranking items included six items in common: ‘product price’,‘points, coupons, discount benefits’,‘famous signature product composition’,‘user reviews’,‘facilities for children as a family’,‘providing various events’; while ‘expert knowledge in answering customer questions’, ‘photos or product descriptions’, and ‘product packaging methods’ were included only on weekdays. Fourth, the excess items included two items in common: ‘views of mountains or the sea(with a good view)’,‘convenience of various payment methods’; while ‘photos or product descriptions’ were included only on weekends. It is necessary to identify the direction of change as a maintenance item based on the results through the result matrix.