컨조인트 분석과 다차원척도법을 이용한 대학급식소의 전략적 운영 방안 모색 Constructing Strategic Management Plan for University Foodservice Using Conjoint Analysis and Multidimensional Scaling
- 언어KOR
- URLhttps://db.koreascholar.com/Article/Detail/253331
pp.51-58
This study is designed to 1) understand customers' choice behavior and preference of foodservices in campus and 2) provide recommendation on management strategies for university foodservice manager. Individual interview and focus group interview were used to identify important selection attributes. The questionnaire was developed and distributed to 480 Yonsei university students and statistical data analysis was completed using SPSS WIN/7.5 for descriptive analysis, multidimensional scaling and conjoint analysis. The results of this study were summarized as follows: Students evaluated four foodservices in different ways, and strength/weakness points could be identified from the evaluation patterns. Most students(51.1%) were frequently used 'A' foodservice, though they preferred other foodservices, and cost, mainly, caused the difference. Perceptual map from multidimensional scaling showed that preference and patronage were close with different attributes. Cost was most relatively important attribute to select foodservice in campus from conjoint analysis. Therefore, relative importance of attributes should be considered in customer preference survey for constructing management plan.