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pp.310-317
The purposes of this study were to identify the relative importance attributes, deduct the ideal combination of total utility and establish the marketing strategies for quality improvement of foodservice at funeral halls of medical centers. Data were collected using self-administered questionnaires from 102 funeral foodservice employees and 71 chief mourners or the bereaved. According to the results from a conjoint analysis, among foodservice employees at funeral hall, the relatively important attributes were 'taste (52.84%)', 'menu variety (24.419%)' and 'price (22.741%)'; among chief mourners or the bereaved, they were 'taste (50.004%)', 'price (31.388%)' and 'menu variety (18.008%)'. The ideal combination of total utility was different between funeral foodservice employees and chief mourners or the bereaved; it was higher among chief mourners or the bereaved (1.211) compared to funeral foodservice employees (1.169). Thus, there should an endeavor to improve the foodservice quality in funeral halls of medical centers through better taste, low price and similar menu variety.
