Journal of the Korean Society of Food Science and Nutrition (한국식품영양과학회지)

The Korean Society of Food Science and Nutrition (한국식품영양과학회)
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Identifying Relative Importance of Foodservice Attributes to Design a New University Foodservice Operation

대학 내 신규 학생식당의 운영 모델 제안을 위한 급식서비스 속성의 상대적 중요도 규명

  • Published : 2005.08.01
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Abstract

The purposes of this study were to: (a) identify students' patronage behaviors on university foodservice, (b) evaluate customers' perception and detect complaints on food service quality, and (c) recommend new design of food service operation by identifying relative importance of university foodservice attributes. The questionnaire was developed and distributed to 400 undergraduates. Statistical data analysis was completed using SPSS/Win 12.0 for descriptive analysis and conjoint analysis. The results of this study were summarized as follows: Students were patronizing university foodservice 3.4 times per week because of 'a short distance', 'a low price' and 'speedy meals' and evaluated overall satisfaction and value as low level. Customers were dissatisfied with eight among twelve food service attributes including handling customer's complain ASAP, According to conjoint analysis, price $(37\%)$ was considered as the most important factor and atmosphere $(30\%),\;food\;(22\%)$ and distance $(11\%)$ were the next factors. Profile 2, which had 4 attributes of a location within 6-10 min, comfortable circumstances, a meal served with 4 side-dish and dessert and a meal price of \2,000 firstly, were recommend as new food service operation model.

본 연구에서는 강원도 소재 대학교에 재학 중인 학부 학생을 대상으로 교내 학생식 당 이용 실태 및 급식서비스 수준을 조사$\cdot$분석하고 컨조인트 분석기법을 이용하여 가상 학생식당의 주요 속성에 대한 고객의 효용수준을 파악함으로써 신규 학생식 당의 계획 단계에서 중점을 두고 논의해야 할 필수요소를 도출하고 신규 학생식당의 모델을 제시하고자 하였다. 학생들의 학생식당 이용실태 분석 결과, 주당 평균 3.4회 학생식당을 이용하고 있었고, 이용 이유는 거리가 가깝고, 가격이 저렴하며 신속하게 식사를 해결할 수 있기 때문이었다. 급식서비스에 대한 전반적인 만족도$(2.77\pm0.82)$와 지불한 가격에 대해 인지되는 급식의 질인 가치 $(2.68\pm0.78)$ 모두 불만족하고 있는 상황이었다. 급식서비스의 12가지 세부 속성에 대한 인식도 조사 결과, 신속한 배식과 식당 운영시간, 가격, 식사량에 대해서는 비교적 수행 수준이 보통 이상으로 평가하였으나, 고객 불만사항 처리나 식당 시설 및 분위기에 대해서는 상당히 불만족하고 있는 것으로 나타나 이에 대한 개선이 절실한 것으로 사료되었다. 신규 학생식당 모델 도출을 위한 컨조인트 분석 결과, 급식서비스의 4가지 속성이 상충하는 상황에서 고객은 가격$(37\%)$, 분위기$(30\%)$, 음식$(22\%)$, 거리$(11\%)$ 순으로 중요하게 여기고 있었으며, 8가지의 가상급식소 프로파일 중에서 '프로파일 2', 즉 $6\~10$분 정도의 거리에 위치하고 여유롭고 편안한 분위기에서 4가지 정도의 반찬과 함께 후식을 2,000원 정도의 가격으로 판매되는 식사가 제공되는 급식소가 조사대상 대학교의 현재 여건에서 제안할 수 있는 신규 학생식당의 모델로 결론지어졌다. 본 연구 결과에서 도출된 이상적인 급식소 모델이 현장에 적용되어 새로운 급식소가 개소된다면 고객의 요구도가 적극 반영된 급식소 특성으로 인하여 현재 제기되고 있는 급식서비스에 대한 불만을 감소시키는 동시에 고객 만족을 꾀할 수 있으리라 사료된다. 또한 신규급식소에서 일정기간의 급식서비스를 제공한 후, 급식서비스에 대한 고객의 평가가 실시되어 현재의 연구결과와 비교된다면 본 연구에서 제안한 급식소 모델의 효과성도 평가될 수 있을 것으로 여겨진다. 덧붙여 고객의 평가 수준이 낮았던 급식서비스 속성의 개선이 함께 동반된다면 현재 급식소의 급식서비스 질 개선을 통한 고객 만족도의 증진이 가능하리라 본다.

Keywords

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