코로나 팬데믹 상황에서 레스토랑 선택속성에 대한 중요도·만족도에 관한 연구 - 연령별, 외식동반인 유형에 따른 차이 분석 -
Exploring Restaurant Selection Attributes using IPA during the COVID-19 Pandemic - Focusing on Customer Age and Companion Type -
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초록
This study was designed to investigate restaurant selection attributes and their importance and performance perceived by customers who have dined out during the COVID-19 pandemic by applying the IPA method. A total of 423 response obtained from the restaurant customers were employed for our analysis. Exploratory factor analysis identified five selection attributes as follows: ''cleanliness,'' ''corona risk prevention strategy,'' ''recommendation by others'' ''food quality'' and ''operations.'' Our sample was classified by age and companion type to examine if there were significant differences in their perceptions about the importance and performance of those five selection attributes. Results showed that customers in their 50s and older perceived a higher level of the importance on ''cleanliness,'' ''corona prevention strategies'' and ''food quality,'' compared with their perceived level of the satisfaction about those three attributes. In addition, customers who usually dine out with their family including children perceived a higher level of the important on ''cleanliness'' and ''food quality,'' than their perceived satisfaction about those two attributes. Based on our findings, useful implications are provided to apply to restaurant operations.
Abstract
This study was designed to investigate restaurant selection attributes and their importance and performance perceived by customers who have dined out during the COVID-19 pandemic by applying the IPA method. A total of 423 response obtained from the restaurant customers were employed for our analysis. Exploratory factor analysis identified five selection attributes as follows: ''cleanliness,'' ''corona risk prevention strategy,'' ''recommendation by others'' ''food quality'' and ''operations.'' Our sample was classified by age and companion type to examine if there were significant differences in their perceptions about the importance and performance of those five selection attributes. Results showed that customers in their 50s and older perceived a higher level of the importance on ''cleanliness,'' ''corona prevention strategies'' and ''food quality,'' compared with their perceived level of the satisfaction about those three attributes. In addition, customers who usually dine out with their family including children perceived a higher level of the important on ''cleanliness'' and ''food quality,'' than their perceived satisfaction about those two attributes. Based on our findings, useful implications are provided to apply to restaurant operations.
참고문헌 (27)
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