산업경영시스템학회지 Vol. 42 No. 3 (p.142-156)

A Study on Relative Importance of Service Convenience in the Convenience Store Using AHP : Gap Analysis between Consumers and Store Owners

AHP를 활용한 편의점 서비스 편의성의 상대적 중요도 연구 : 경영자와 소비자 간의 Gap Analysis
키워드 :
Convenience Store,Convenience Store Service Convenience(CVS SERVCON),AHP Analysis,Gap Analysis

목차

1. 서 론
2. 이론적 배경
   2.1 서비스 편의성(SERVCON)
   2.2 AHP(Analytic Hierarchy Process)
3. 연구 설계
   3.1 개념정의 및 편의점 서비스 편의성(CVS SERVCON)평가항목 선정
   3.2 CVS SERVCON 서비스 편의성의 상대적 중요도 산출을 위한 연구 흐름도
   3.3 측정도구의 내용 타당도(CVR) 검증, 신뢰도 검증
4. CVS SERVCON 계층별 중요도 분석결과
   4.1 조사대상 선정 및 인구통계학적 특성
   4.2 CVS SERVCON 제1계층 주요 요인에 대한 상대적 중요도 분석결과
   4.3 CVS SERVCON 제2계층 상세요인에 대한 상대적 중요도 분석결과
   4.4 CVS SERVCON 계층별 요인 간의 상대적 중요도 격차 분석결과
   4.5 CVS SERVCON 계층별 요인의 경영자 그룹과 소비자 간의 종합 가중치를 적용한 상대적 중요도 격차분석
5. 결 론
References

초록

[Purpose] It aims to suggest the differential factors to enhance the customer satisfaction and to activate the shopping in the convenience store (CVS). [Methodology] Convenience store service convenience (CVS SERVCON) was developed at the first time and the gap of relative importance level between the owners and the consumers was assessed by AHP analysis method..[Findings] First, the importance of access convenience was assessed as the first priority in both CVS owners’ group and the consumers’ group, while the detailed elements showed the differences which required the improvements. Based on the consumers’ assessment, the importance of location was relatively low. They assessed relatively high on 24 hours operation of CVS and personal services. Second with respect to the transaction convenience, CVS owners’ group rated it as the fourth priority while the consumers’ group rated as the second, which requires the improvement. Third in terms of benefit utility and value-added service of post-benefit convenience which are the sub-factors of benefit convenience, the rate on the importance from the consumers showed higher than that from the owners, which requires the improvement. [Implications] Based on this study results, CVS operating companies are anticipated to be able to satisfy the customers, moreover, to secure the loyal customers if they concentrate the resources to develop the differentiation strategy on the areas where the consumers’ demands are high while performs the maintenance strategy on the areas where their demands are low. In addition, this study contributed the theoretical expansion of SERVCON upon development of CVS SERVCON to comply with its definition.