Importance-Performance Analysis of Service Quality of In Campus Specialty Coffee Shop

대학내 커피전문점 서비스품질에 대한 중요도-수행도 분석

  • Kim, Hyun-Ah (Dept. of Food and Nutritional Sciences, Kyungnam University)
  • 김현아 (경남대학교 식품영양학과)
  • Published : 2008.08.30


The purposes of this study were to identify the consumer behavior using in campus specialty coffee shop and to establish the marketing strategies through Importance-Performance Analysis (IPA) of service quality. Questionnaires were distributed to 725 students at K University located in Masan, from April 23 to May 3, 2007. Finally, 621 questionnaires were included in the final analysis (response rate: 85.7%). For statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, t-test, factor analysis and reliability test. The results of this study were as follows. The average cost of using specialty coffee shop in campus was \ 2,096, the average staying time was 25.92 min and the average number of visits per month was 2.17 times. The importance level of 'employee's attitude', 'physical environment', 'sensory quality of coffee', 'beverage features', 'representativeness' were 3.88, 3.79, 3.73, 3.67, 3.28 points, respectively. Also, the performance level of 'sensory quality of coffee', 'beverage features', 'employee's attitude', 'physical environment', 'representativeness' were 3.13, 3.06, 3.05, 2.77, 2.61, respectively. The importance and performance levels of service quality of specialty coffee shop in campus were significantly different (p<.001). Establishment of marketing strategies for in campus speciality coffee shop was possible through the IPA of service quality. Strategies for improving customer satisfaction were to secure enough chairs/ tables, to procure comfortable chairs for customer and to ensure the quality of coffee bean and service of employee.


  1. 박형희. 2007. 2007 한국외식연감. 한국외식정보, 서울. p 93
  2. 김현석. 2003. 5. 18. 대학내 프랜차이즈 입점 '붐'. 한국경제신문
  3. 이여영. 2007. 3. 27. 대학가 공략한 커피전문점 찾아가 보니.중앙일보
  4. Park KH. 2006. Development of a multiple-item scale for measuring service quality of specialty coffee shop on university campus (CoffeeSERV). MS Thesis. Seoul National University, Seoul. p 2, 3, 81
  5. Kim WS, Oh KN, Lee YH, Cho KO. 2002. Marketing strategy of service quality improvement of specialty starbucks coffeeshop: A case study. J Foodservice Management Soc Korea 5: 3-22
  6. Kim YO. 2003. A study of the choice attributes and customer satisfaction of a take-out coffee shop. Korean J Culinary Research 9: 141-154
  7. Lee TW. 2004. A study on the choice factor and customer satisfaction of coffee shop. MS Thesis. Yonsei University, Seoul. p 32, 38
  8. Martilla JA, James JC. 1977. Importance-performance analysis. J Marketing 41: 77-80
  9. Green CG. 1993. Using customer survey data to develop marketing strategies in college/university foodservices. J College & University Food Service 1: 39-51
  10. Duke CR, Persia MA. 1996. Performance-importance analysis of escorted tour evaluations. J Travel & Tourism Marketing 5: 207-223
  11. Fletcher JE, Kaiser RA, Groger S. 1992. An assessment of the importance and performance of park impact fees in funding park and recreation infrastructure. J Park and Recreation Administration 10: 75-87
  12. Go F, Zhang W. 1997. Applying importance-performance analysis to Beijing as an international meeting destination. J Travel Research Spring: 42-49
  13. Haws JM, Rao CP. 1985. Using importance-performance analysis to develop health care marketing strategies. J Health Care Marketing 5: 19-25
  14. Ortinau DJ, Bush AJ, Bush RP, Twible JL. 1989. The use of importance-performance analysis for improving the quality of marketing education: interpreting faculty-course evaluations. J Marketing Education Summer: 78-86
  15. Urysal M, Howard G, Jamrozy U. 1991. An application of importance-performance analysis to ski resort: A case study in North Carolina. Visions in Leisure and Business 10: 16-25
  16. Hong WS, Yoo HK. 2008. Restaurant selection and marketing strategy for elderly customers-focusing on foodservice managers and employees-. J Foodservice Management Soc Korea 11: 145-177
  17. Jang YJ. 1995. Measuring attitude of Yonsei University students towards university foodservices: for an effective university foodservice management strategy. MS Thesis. Yonsei University, Seoul. p 52-59
  18. Yang IS, Kang SH, Weon CH. 2000. Customer perception levels towards service quality attributes of university residence hall foodservice by importance-performance analysis. Korean J Community Nutrition 5: 662-671
  19. Weon JH. 2000. University residence hall foodservice in Korea: Measuring customer perception levels towards service quality attributes. MS Thesis. Yonsei University, Seoul. p 47-63
  20. Han KS, Yang IS, Kim DH. 1999. An analysis of customer satisfaction to develop marketing strategies in contracted foodservice management company. J Foodservice Management Soc Korea 2: 215-234
  21. Lee HY, Chang SH, Yang IS. 2004. Development of quality assessment tool and application to customer-oriented hospital foodservice management. Korean J Nutr 37: 329-338
  22. Chang SH. 2002. Measuring gaps between perception and expectation of patients and employees towards quality attributes attributes of hospital foodservice. MS Thesis. Yonsei University, Seoul. p 30-43
  23. Lim HS, Yang IS, Cha JA. 1999. Analysis of patient satisfaction and factors influencing satisfaction on hospital foodservice quality. J Korean Diet Assoc 5: 29-47
  24. Oh HM. 2001. Revisiting importance-performance analysis. Tourism Management 22: 617-627
  25. Park KH, Yoon JH. 2006. CoffeeSERV: Multiple-item scale for measuring service quality of specialty coffee shop. J Foodservice Management Soc Korea 9: 7-26
  26. Yoon DH. 2003. The effects of coffee house brand asset on the intention to recommend & the intention to revisit. MS Thesis. Sejong University, Seoul. p 56
  27. Lee SN. 2003. Analysis on the customer profile of the specialty coffee shop market. MS Thesis. Sejong University, Seoul. p 91
  28. Kim HA. 2007. Price elasticity analysis of foodcourt-styled university foodservice. J Korean Home Economics Assoc 45: 49-59
  29. 이군희. 2001. 사회과학연구방법론. 법문사, 서울. p 106-107
  30. 채서일. 1994. 사회과학조사방법론. 2판. 학현사, 서울. p 250, 561
  31. 채서일. 2005. 마케팅조사론. 3판. B&M books, 서울. p 200, 468
  32. 허경옥, 배미경, 김기옥, 이승신, 박선영. 2003. 생활과학 연구 방법과 통계분석. 교문사, 서울. p 112, 478
  33. Nunnally JC. 1978. Pshchometric theory. 2nd ed. McGraw-Hill, New York. p 225-255
  34. Jung JC. 2005. Importance-performance analysis of customers choice attributes in bakery cafe. MS Thesis. Yonsei University, Seoul. p 78-79
  35. Kim HB, Lee JW, Ro YJ. 2007. Impact of choice attributes on customer loyalty in the coffee-shop restaurant. J Foodservice Management Soc Korea 10: 237-252
  36. Choi MK, Jung JC. 2006. The importance-performance analysis of bakery cafe choice attributes perceived by customers in Seoul. J Korean Soc Food Sci Nutr 35: 456-463
  37. Kim HA. 2006. Effect of the consumer's perception of the university foodservice quality in the consumer attitude. J Korean Soc Food Sci Nutr 35: 815-822

Cited by

  1. Analysis of University Student' Perception of Coffee Shop Prices through Price Sensitivity Measurements vol.41, pp.8, 2012,
  2. Importance and Performance Analysis of Customers' Selection Attributes for Social Enterprises Type Cafe vol.29, pp.6, 2013,
  3. Analyzing the Importance and Satisfaction on the University Foodservice Selection Attributes of Foreign Chinese Students in Gyeongbuk Province vol.27, pp.1, 2014,
  4. Survey of Young Consumers to Develop Fish & Seaweed Spread for Healthy Diet using High Pressure Processing vol.25, pp.4, 2015,
  5. Surviving in the Red Ocean: measuring factors for business excellence among coffee franchises in Korea 2016,
  6. Effects of Reusing and the Recommendation Depending on the Satisfaction Rate of Coffee Shop Service Quality vol.11, pp.5, 2011,
  7. Comparison of Service Quality between Local and Global Coffee Brand Shops vol.40, pp.8, 2011,
  8. Korean and Chinese University Students' Importance and Performance Analysis for Quality Attributes by Coffee Type in Daejeon vol.16, pp.4, 2011,