This study had two major purposes: 1) to establish a quantitative measure of the overall restaurant attractiveness for each of the selected restaurants. 2) to examine the implications of the findings from the above concerning the operating initiatives necessary to improve the restaurant attractiveness. A multi attribute model was employed to obtain a numerical index of the attractiveness for each of the three fast food restaurants. It was found that certain of the attributes selected were clearly established as determinant variables(p<0.05). The research plotted the location of Attributes on a graph where the axes are the salience and importance scores to indicate approximate positions in four cells. Finally, the implications of these findings concering marketing and develpment initiatives to improve the perceptual attractiveness of the three fast food restaurant1.s are discussed.

• 강종헌 | Kang, Jong-Heon