주거지역에 입지한 커피전문점 선택속성의 중요도-만족도 차이 특성 분석

A Analysis of Importance-Satisfaction Gap Characteristics for the Selection Attribute of Coffee Shop in Residential Area - In Case of Pangyo, Sungnam -

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study is to analyze the characteristics of importance-satisfaction gap for the selection attribute of coffee shop in the residential area of Pangyo, Sungnam using statistical analysis techniques. (2) RESEARCH METHOD This study was focused on survey analysis. The data for the analysis were collected from the questionnaire. This study used the statistical analysis techniques such as basic statistics analysis, exploratory factor analysis, confirmatory factor analysis. and t test. (3) RESEARCH FINDINGS This study showed that the three factors such as business management, store-internal facility and location among the five factors considered belonged to the zone of high priority(i.e., doing great, keep it up) according to the result of IP(importance-performance) analysis. 2. RESULTS The result of this study produced the following two findings. First, the importance-satisfaction level of the factors, business management(5.690-5.14 ), store-internal facility(5.425-4.950) and location(5.357-4.793) should be kept up. Second, the importance-satisfaction level of the factors, service/menu(5.043-4.647) and store-external facility(4.830-4.363) should be given a very low priority.