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KCI등재 학술저널

AHP 기법을 활용한 외식산업의 발전 전략에 관한 연구

COVID-19 팬더믹 이후의 디지털, 비대면 전환에 대한 인식

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Purpose - The purpose of this study is to identify the critical factors that restaurant management should consider strategically when making a decision after COVID-19 under the digital transformation and non-contact service expansions environment. Design/methodology/approach - The thirty six experts and managers who have 5 years or more experience in restaurant industry in Korea participate this study. The Analytic Hierarchy Process (AHP) and SER-M were used to analyze the experts’ opinion Findings - As a result of the analysis, management environment (0.313) showed the highest relative importance priority, followed by brand (0.263) , management characteristics (0.254) , and physical factors (0.17) . And, as for the sub-factor value, lifestyle (0.087) , awareness (0.084) , consumer desire (0.075) , and loyalty (0.068) were ranked highest among the 19 influencing critical factors. Research implications or Originality - In the case of large restaurant enterprises, it is judged that the subject(CEO, Management) is actively pursuing a strategy to acquire the necessary resources for the given environment of digital transformation and customer demand for non-contact services. On the other hand, in the case of middle and small restaurant enterprises, it seems that they are fully aware of the demand for expansion of non-contact services and the digital transformation required in the post COVID-19 era, but information technology utilization ability, usage experience, technology acceptance ability, and education and training support for this are only available to large enterprises.

Ⅰ. Introduction

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

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