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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

Abstract

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.

본 연구에서는 K대학교에 위치한 커피전문점 D의 마케팅 운영 전략을 수립하기 위하여 커피전문점의 서비스품질에 대한 중요도-수행도 분석을 실시하였으며, 분석 결과는 다음과 같다. 첫째, 본 연구의 조사대상자는 남자 252(40.6%), 여자 369(59.4%)이었고 연령은 평균 21.99세였으며, 한 달 용돈 수준은 평균 30만원이었다. 둘째, 하루 평균 커피음용량을 조사한 결과 조사대상 중 23.0%는 '하루에 2잔 이상', 23.8%는 '하루에 1잔', 15.6%는 '일주일에 $3{\sim}4$잔', 14.7%는 '일주일에 $1{\sim}2$잔', 8.7%는 '한 달에 $2{\sim}3$잔', 14.2%는 '한 달에 1잔 이하'의 커피를 마시고 있었다. 대학내 커피전문점 이용 시 1인당 평균 비용은 2,096원이었으며, 매장에 머무르는 평균 시간은 25.92분, 최근 한 달 동안 이용 빈도는 2.17회였다. 셋째, 대학교내 커피전문점의 서비스품질의 5개 요인의 중요도 인식 수준을 조사한 결과 '종사원의 태도 점수(3.88)', '물리적 환경(3.79)', '커피의 관능적 품질(3.73)', '음료의 특성(3.67)', '대표성(3.28)' 순으로 나타났다. 수행도인식 수준을 조사한 결과 '커피의 관능적 품질(3.13)', '음료의 특성(3.06)', '종사원의 태도(3.05)', '물리적 환경(2.77)', '대표성(2.61)' 순으로 나타났다. 21개 커피전문점의 서비스 품질 항목의 중요도 수준과 수행도 수준의 차이를 분석한 결과 모든 항목에서 유의적인 차이가 있었다(p<.001). 넷째, 대학교내 커피전문점의 서비스품질 속성에 대한 중요도-수행도 분석을 실시한 결과 중요도와 수행도가 모두 높은 유지관리영역(Keep Up the Good Work)에는 '1.커피의 맛이 기호에 맞음', '3.커피의 농도가 적당함', '4.커피의 향이 적당함', '8.종사원은 업무를 잘 수행하기 위해 노력함', '9.종사원들은 성의를 다함', '10.종사원을 신뢰할 수 있음', '11.종사원은 고객의 요구를 수용하기 위해 노력함', '12.종사원이 편안함을 줌', '13.종사원은 깔끔하고 단정한 복장을 함', '14.종사원은 질문에 성의 있게 대답함'의 10개 항목이 해당됨을 알 수 있었으며, 여기에 해당되는 항목들은 현재의 상태를 유지할 수 있도록 지속적인 관리가 필요하다. 또한 중요도는 높으나 상대적으로 수행도는 낮은 중점개선영역(Concentrate Here)에는 '5.의자가 편안함', '16.테이블간의 간격이 적당함', '17.테이블 내 의자간격이 적당함', '18.좌석이 충분함'의 4개 항목이 속해 향후 충분한 좌석 수, 테이블간의 충분한 간격, 테이블내 충분한 의자 간격, 편안한 의자의 확보가 시급함을 알 수 있었다.

Keywords

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