This study reveals the components of college women’s shopping orientations and compares the attributes of shoes accordingly. This study attempts to investigate the needs of consumers in the target market of young women by comparing the importance of shoe attributes with their shopping orientations and to provide basic data for efficient marketing strategies which could increase sales. Data was collected using a questionnaire survey. Of a total of 330 questionnaires, 319 were used for statistical analysis. The survey was carried out from July to August 2016. The 17 shopping orientation-related questions and 13 questions about shoe purchase attributes were measured using a five-point Likert Scale. SPSS 23 was used to carry out: descriptives, factor analysis, reliability analysis, cluster analysis, ANOVA, and Duncan’s test. Shopping orientations were divided between brand orientation, pleasure orientation, trend orientation and utilitarian orientation. Shoe attributes were categorized into ostentation value, product value, economic value and aesthetic value. College women were divided into the following groups: active shopping, passive shopping, rational shopping and conforming shopping. According to the comparison of the importance of shoe attributes by consumer type among college women, a significant difference by group was found in ostentation value and aesthetic value only. Furthermore, the average scores on the importance of product value and economic value were very high without significant differences between groups. The study results would be available as basic data to help improving the visual image of shoes and product quality for brands targeting young women in the fashion industry.

This study reveals the components of college women’s shopping orientations and compares the attributes of shoes accordingly. This study attempts to investigate the needs of consumers in the target market of young women by comparing the importance of shoe attributes with their shopping orientations and to provide basic data for efficient marketing strategies which could increase sales. Data was collected using a questionnaire survey. Of a total of 330 questionnaires, 319 were used for statistical analysis. The survey was carried out from July to August 2016. The 17 shopping orientation-related questions and 13 questions about shoe purchase attributes were measured using a five-point Likert Scale. SPSS 23 was used to carry out: descriptives, factor analysis, reliability analysis, cluster analysis, ANOVA, and Duncan’s test. Shopping orientations were divided between brand orientation, pleasure orientation, trend orientation and utilitarian orientation. Shoe attributes were categorized into ostentation value, product value, economic value and aesthetic value. College women were divided into the following groups: active shopping, passive shopping, rational shopping and conforming shopping. According to the comparison of the importance of shoe attributes by consumer type among college women, a significant difference by group was found in ostentation value and aesthetic value only. Furthermore, the average scores on the importance of product value and economic value were very high without significant differences between groups. The study results would be available as basic data to help improving the visual image of shoes and product quality for brands targeting young women in the fashion industry.

This study analyzed the comparative importance of the selection of a restaurant for solo diners, and suggests a solution for the ideal type of the restaurant that are appealing to solo diners using conjoint analysis techniques. A total of 280 questionnaires were distributed to consumers who had experience dining alone from June 7th, 2017 to June14th, 2017, and 261 were completed (93.21%). As a result, the importance of the attributes of the restaurant was found to be the menu for solo diners (36.92%), price (30.29%), seating for solo diners (20.87%), and serving time of food (11.91%). The ideal combination of selection attributes was found to be having a menu for a solo diner, having a seat for a solo diner, meal service time of less than 10 minutes, and a low price of 2,500won. These results will form a database that contributes to the development of differentiated products and is building marketing strategies that can satisfy the needs of solo diners.

PURPOSES :This study was initiated to estimate the utilities of usage attributes of BRT and Bimodal Trams using a conjoint analysis method in order to identify the important features pertaining to the use of BRT and Bimodal Trams.METHODS :For this purpose, important attributes and those level in the use of BRT and Bimodal Trams in the city of Sejong were identified. Next, a profile questionnaire pertaining to BRT and Bimodal Trams was designed for the conjoint analysis, and a survey was conducted in the city of Sejong. Using SPSS software, conjoint analysis was performed to identify the important attributes vis｀-a-vis the use of BRT and Bimodal Trams in the city of Sejong. Finally, the utilities for individual attributes were calculated based on the models estimated by the conjoint analysis.RESULTS :The results of the conjoint analysis were used to identify the important attributes. With regard to the usage of BRT, users indicated that fare was the most important attribute with the highest utility. In the case of Bimodal Trams, the users indicated that the number of seats and internal environment were the most important attributes with the highest utilities.CONCLUSIONS :Based on the results of the conjoint analysis, the important attributes pertaining to the use of BRT and Bimodal Trams in the city of Sejong were identified. Our study indicates that BRT in the city of Sejong needs to be upgraded to improve the utilities of the important attributes. Currently, Bimodal Trams has not been introduced completely in the city of Sejong. However, in the future, when the introduction of Bimodal Trams is completed, the important attributes should be emphasized in order to improve the quality of its service.

The study subjects were 302 adult males and females aged more than 20 years living in the metropolitan area of South Korea. This study was conducted to obtain baseline data to establish proper development and marketing strategies by examining the effects of food-related lifestyles on the importance of diet, purchasing behavior towards diet lunch boxes, and their selected attributes such as menu, packaging, and services. With respect to food-related lifestyle, a cluster analysis was performed by using five factors such as convenience factor, health factor, safety factor, taste factor, and economy factor obtained from factor analysis to derive the economy type, the taste and economy type, the convenience type, the safety type, and the health type. As a result, the respondents regarded 'food hygiene (4.59)', 'freshness (4.47)', 'taste (4.28)', and 'nutrient balance (4.19)' as the selected attributes of diet lunch box menus. Moreover, the importance of diet lunch box menus (β=0.179) was increased with increasing safety orientation. 'Shelf life label (4.42)' was the most important selected attribute of diet lunch boxes, followed by 'ingredient label (4.19)', 'nutrition facts label (4.16)', and 'indication of origin (4.15)'. In particular, the importance of packaging for diet lunch boxes (β=0.203) was increased with increasing safety orientation. With respect to the selected attributes of services in purchasing diet lunch boxes, 'provision of personalized menus (4.07)' was the most important, and the importance of services for diet lunch box (β=0.160) was increased with increasing taste and economy orientation. Based on the above results, the respondents gave importance to the selected attributes related to food safety and health such as hygiene and, freshness. In addition, they also placed emphasis on hygiene and safe factors such as shelf life, ingredients, and nutrition facts labels. Therefore, it is considered necessary to develop diet lunch boxes by taking these factors into account. Furthermore, in services for diet lunch boxes, it is considered necessary to establish a service system capable of providing consumers with specialized menu or nutrition counseling according to the food-related lifestyle for their proper health management. Particularly, because consumers place emphasis on both food hygiene and safety, and health, it is considered necessary to thoroughly manage hygiene, safety, and nutrition in menu or packaging so that it is possible to enhance customer satisfaction by considering these selected attributes in greater detail.

More than 90% of cultured fish is consumed by sliced raw fish which is usually an eating out menu in South Korea. In order to develop the aquaculture industry in Korea, It is very important to know whether consumers can differentiate each species or not and how consumers recognize each species by certain criteria. for example taste, seasonal preference. The purpose of this study is to understand the competitive relationship through positioning studies of each species by the selection attributes. A total of 221 consumers were surveyed in korea. This study adapted multidimensional scaling(MDS) analysis to explore how consumers position sliced raw fish species based on selection attributes. This study has produced perceptual maps of sliced raw fish market. Empirical data was collected from sliced raw fish consumers in Korea. The results of MDS analysis reveal that 7 species are divided into 3 groups(flat fish, black rock fish), (red sea bream, salmon, tuna), (sea bass, gray mullet). In this study flat fish and black rock fish are perceived as safe, familiar, good value species. Red seabream, salmon, tuna are perceived as luxurious species. Sea bass and gray mullet are perceived as unfamiliar species.

The purpose of this study is to provide basic data for the development direction and strategy for medicines through analysis of differences in choice attributes according to customers awareness of medicines and experience. In order to achieve the purpose of this study, a questionnaire survey was conducted on dietary education among national network trainees and lecturers by the Ministry of Food, Agriculture, Forestry and Livestock in Daegu, Gyeongsan, and Ulsan, Seoul from December 5, 2016, respectively. First, factor analysis results showed that six factors were extracted with respect to the choice of the restaurant. Second, the difference in each factor according to the recognition and experience of medicinal herbs was the health related factor as sex, females, age 50~59 years, companion others, and publicity and advertising' factors were more important for publicity and advertisement when the gender was female, the customer's age was 40~49 years, the companion was other, and the time of use was during the weekend. Among the factors related to 'getting dressed', the more important gender was female, age 40~49 years, and the other partner, The factors related to 'time' were as follows: sex, age, age 20~29 years, no accompanying companions, no time of use, and time importance. The 'menu' factors were more important for men, gender, women, age 40~49 years, companion for guitar, and usage time for weekend dinner. The 'service' factors were more important in 'service' as sex, male age, age 20~29, companion family, usage time, and weekend dinner.

This study aimed to analyze beverage usage motives according to selection attributes of beverage shops. Questionnaires were completed by 509 persons living in the Seoul, Gyeonggido area. The results show significant differences by gender, age, and monthly income. Female customers stayed longer and spent more money than males. Younger customers (20’s, 30’s) stayed longer and visited beverage shops to meet friends. Those with higher incomes stayed shorter and visited beverage shop with company staff. In the factor analysis of selection attributes of beverage shops, there were four factors: ‘physical environment’, ‘economic benefit’, ‘specialized service’, and ‘approach convenience’. Two clusters, derived from selected attributes of beverage shops, were ‘highly involved group’ and ‘low involved group’. The ‘highly involved group’ was high income and highly educated, whereas the ‘low involved group’ was low income and low educated. ‘The highly involved group’ drank beverages in the office and school while the ‘low involved group’ drank beverages at home. The ‘highly involved group’ cited safety, comfort, pleasure, and happiness more than the ‘low involved group’ at beverage shops. Beverage shops should develop health beverages such as caffeine or sugar-controlled beverage for ‘the highly involved group’. Discounts for take-out beverages and promotional coupons should be used for the ‘low involved group’.

The two-way quality theory has been widely used as a method for classifying quality attributes for several decades. In particular, the Kano model that classifies attributes into not just conventional one-dimensional but must-be and attractive has gained popularity due to its applicability and ease of use. However, the wordings of the five alternatives in the Kano's questionnaire has been criticised for unclear meanings. This study proposes a new two-way model to classify attributes using 5-point Likert scale alternatives. For this, the current paper investigated a case of TV sets to examine how the proposed model works in comparison with the Kano model. The application results of the proposed model are different from the original one. The two-way model classifies quality attributes in more detail such as the “one-dimensional with an attractive tendency” attribute, which has a greater influence on satisfaction than dissatisfaction, the opposite “one-dimensional with a must-be tendency” attribute, and “highly one-dimensional” and “less one-dimensional” attributes. In this study, a potential satisfaction coefficient (PSC), a potential dissatisfaction coefficient (PDC), and an average potential coefficient (APC) to manage quality attributes are proposed and discussed for their utilization.

본 연구는 ‘상주둥시’ 감을 3개월동안 -1, 0.5, 3oC에 저장하면서 감 과실의 과실품질 변화와 저장장해 증상에 미치는 영향을 구명하고자 실시하였다. 저장온도에 따른 감 과실의 에틸렌 발생량은 저장온도가 낮을수록 그 발생량이 낮았으나 호흡율은 영향을 받지 않았다. 과실의 경도는 모든 처리구들에서 저장기간이 길어지면서 감소하였고 저장온도가 높을수록 과실 경도의 저하는 더 빠르게 진행되었다. 또한 저장기간이 길어지고 저장온도가 높을 수록 과실의 연화가 급속히 진행되었다. 과실의 감모율도 저장온도가 높을수록 증가하였고, 가용성 고형물 함량도 저장온도가 낮을수록 더 높게 유지되었다. 감 과실의 과정부와 과실측면의 과피색 L*, a*, b* 값의 변화는 저장온도 -1oC와 0.5oC에서는 저장기간에 따른 차이를 거의 보이지 않았으나, 3oC처리구에서는 과피색의 변화가 현저히 적었다. 저장중 발생하는 생리장해증상인 과피흑변, 과실연화 및 부패정도는 온도가 높을수록 그 증상이 심하게 발생하여 과실품질이 현저히 감소하였다.

The purpose of this study was to investigate the purchasing behavior and selection attributes for Home Meal Replacement (HMR) and to identify the selection attributes affecting purchasing frequency and purchasing costs of married women living in a city. Among 837 questionnaires distributed to HMR married women consumers, 752 complete questionnaires (89.8%) were analyzed. The younger married women group showed higher frequency of purchasing HMR than the older age group. The 20s and 30s age groups showed higher purchasing costs for HMR than the 40s and older age groups. A higher proportion of employed married women purchased HMR three or more times per week and spent an average of more than 20,000 won per purchase in comparison with unemployed married women. HMR selection attributes were classified into five factors: ‘taste and sanitation’, ‘economic efficiency’, ‘health and nutrition’, ‘convenience’, and ‘reliability and awareness’; mean scores of these factors’ importance levels were 4.28, 3.93, 3.59, 3.54, and 3.50 out of 5 points, respectively. The importance level of ‘taste and sanitation’ factor was significantly greater as married women’s age decreased. However, the importance level of ‘health and nutrition’ factor was significantly greater as married women’s age increased. The results of the logistic regression analyses indicate that the ‘taste and sanitation’ and ‘health and nutrition’ factors affected frequency of purchasing HMR. The ‘reliability and awareness’ factor had the most significant impact on cost per purchasing HMR. Therefore, a product differentiation strategy according to married women’s age and employment status should be applied. Product qualities and brand value should be improved to enhance competition in the HMR market.

Effects of superheated steam (SHS) temperature (120, 150, 180, 220°C) and time (2, 5, 8, 10 min) on product quality attributes of snack-type ginseng chips were studied. Ginseng chips dried at faster rate under a higher SHS temperature. Higher SHS temperature resulted in ginseng chips with lower moisture content and water activity. After SHS treatment, lightness (L values) and redness (a values) of ginseng chips decreased significantly whereas yellowness (b values) of those increased. Although crude saponin content in ginseng chips reduced slightly after SHS treatment, chips treated at 150°C for 5 min had the highest saponin retention among samples. Scanning electron microscope analysis revealed that SHS treatment cause the shrinkage at the surface first, forming compressed cell layers. As treatment proceeded, pores and cavities were formed internally, resulting porous structure. These results suggested that SHS treatment shows great promise in production of snack-type ginseng chips by reducing drying time without any quality deterioratio

We developed a type of sausage made of chicken breast and liquid egg whites for consumers interested in weight management. To determine the quality of the product, its chemical characteristics, fatty acid composition, free amino acid contents, and nucleotides contents were evaluated during 4 weeks of storage. Sensory evaluation was conducted by both general consumers and body-builders. The sausage was proposed as a fat-free product as fat content was 0.12% based on the Korean Indication Standard of Animal Origin Food. Protein content was 13.42% and calorie value was 61.50 kcal/100 g of the sausage. In sensory evaluation, the mixture of chicken breast and egg whites stuffed into the same casing had an adverse effect on taste, color, texture and overall acceptance while the product that contained egg white stuffed separately into the outer casing enclosing the chicken breast (double layer) improved these attributes. The developed double-layer sausage can last for at least 4 weeks of storage without quality deterioration of flavor-related compounds, such as fatty acids and nucleotides.

The market distribution channels has changed from single to multi-channels due to the diffusion of digital development products. In addition the new consumption emergence has been applied in showrooming and reverse-showrooming. One of well-known shopping district in South Korea, Dongdaemun, has been introduced Dongdaemun-based fashion brand which use on/offline multi-channel distribution. This study aims to segment multi-channel attributes of Dongdaemun-based fashion brands and analyse the effects of customer equity attributes, customer satisfaction, and re-purchase intention. The goals of this study are as follows: 1) to identify multi-channel attributes of Dongdaemun-based fashion brands, 2) to analyse the influence of multi-channel attributes on customer equity, customer satisfaction, and repurchase intention, 3) to explore the consumer group differences on shopping orientation. This study applied means-end chain theory to conduct in-depth interviews for the purpose of deriving the multi-channel attributes of Dongdaemun-based fashion brands and explore the influence of such attributes on customer equity, customer satisfaction, and re-purchase intention. This study collected 493 samples and structural equation modeling was used for final data analysis. The main findings of this study are as follows. The multi-channel attributes have a significant impact on value equity and brand equity. Relationship equity is influenced by product diversity, entertainment, and informativeness. The all of customer equity drivers have significantly impacts on repurchase intention and only brand equity have significant effect on repurchase intention. Also, customer satisfaction affects re-purchase intention. Brand equity have a significant influence on CLV. The consumers group differ in how consumers recognize multi-channel attributes of Dongdaemun-based fashion brands, based on channel preference. This study shows the importance of customer equity and suggests long-term implications for the development of Dongdaemun-based fashion brands.

Design innovation is acquiring greater importance as consumers’ emotional needs grow ever greater and the cycle of technological innovation grows ever faster. Apple in particular led and strengthened this trend, achieving incomparable business success in the technology-driven electronics industry. However, although the importance of design innovation has increased, very little research has been done to explain the influence of design innovation on business success. This study aims to investigate the influence of design innovation attributes on perceptions, attitudes, and purchase intentions among designers and consumers. 408 designers and 464 consumers participated in an online survey that presented as stimuli four different smart watches. Design innovation attributes were evaluated based on the criteria of features, aesthetics, and ergonomics; consumer-perceived values were categorized as emotional, social, and functional. Regarding consumers attitudes, attitude toward product and attitude toward brand were measured separately. Overall results indicate that purchase intention among designers and consumers alike is influenced by their attitude toward product as well as brand. However, in the case of designers, these attitudes are most influenced by emotional value, while consumers are influenced by emotional as well as social values. Moreover, all three innovation attributes - namely, features, aesthetics, and ergonomics - affect designers’ perception of emotional value, but only aesthetics and ergonomics affect consumers’ emotional and social value. The study demonstrates three significant differences in the responses of designers and consumers. First, there is correlation of aesthetics and ergonomics to functional (price) value among designers, but not consumers. Second, there is correlation of functional (quality) value to attitudes toward product and brand for consumers, but much less or none at all for designers. Third, the influence of features on perception of emotional value is more pronounced among designers as compared to consumers. In conclusion, aesthetics and ergonomics are important design innovation attributes for consumers as well as designers, but the latter also attach significance to features. While perception of emotional as well as social value is important to consumers, designers consider only emotional value. It is anticipated that the relative importance of design innovation attributes will vary according to product categories and price ranges; therefore, further comparative studies will be meaningful in investigation of design innovation.

Create, develop, maintain and nurturing the passengers-airline relationships is crucial in a very competitive market in Europe. Relationship quality and behavioural intentions to fly again in the same airline carrier and recommend to others are core outcomes which may result from a favourable travel experience over time. However, the complexity and the multidimensional phenomenon lead us to develop a holistic framework, which posits that relationship quality and behavioural intentions do not depend on individual air-flight attributes and other individual demographicpsychological variables but on specific configurations of such attributes and variables. Thus, the framework of this study is investigated using qualitative comparative analysis and a sample of 304 passengers. Accordingly, the property space consists of all combinations of binary states, that is, presence or absence, of the 7 in-flight attributes (air quality, temperature, odour, noise, crew, layout and equipment/amenities), frequency of fly in an airline carrier, the type of airline carrier and demographic-psychological variables (age, gender, mindful) (that is, 212 combinations or configurations). Data from both Portuguese and non-Portuguese passengers, who have air travel experiences through Europe in both low cost carriers and legacy airlines (also called traditional or flag airlines) are used to test the hypotheses. The Lisbon airport agreed in helping to conduct the survey during October 2015. Research Question: Which configurations of in-flight attributes, demographicpsychological variables, frequency of fly in an airline carrier and type of airline carrier lead to relationship quality and behavioural intentions? The findings of the current study highlight the importance of coaligning the multiple attributes of air-flight attributes and other individual demographic-psychological variables, also including the frequency of fly in an airline carrier and type of airline carrier, for increasing relationship quality and behavioural intentions. Here the findings point out that complexity theory and QCA are useful tools for understand that simple antecedent conditions relate to an outcome condition of interest positively, negatively, and not at all, which of these three relationships occur depends on the observed complex antecedent conditions in which the simple antecedent conditions occur. Positive outcome (relationship quality or behavioural intention) is not the mirror opposite of negative outcome. By employing QCA, airline managers in Europe can identify whether and under what circumstances individual attributes and other variables will increase (or decrease) the relationship quality and behavioural intentions. QCA can also help managers uncover alternative ways for combining the attributes in order to induce behavioural intentions. Overall it is possible to see that crew and equipment & amenities, particularly for mindful passengers, emerge in several configurations as essential elements for the four outcomes: satisfaction, trust, affective commitment and behavioural intentions. For passengers not affectively committed to an airline, satisfaction plays an important role in their behavioural intention to fly again in the same airline carrier and recommend it to others. The combination of trust and affective commitment may also generate the intention to fly again in the same airline carrier and recommend it to others, particularly for mindful passengers. The findings contribute to managerial practices by providing new insights for improving the in-flight service provide and process. The findings also contribute to theoretical advancing of how passengers’ in-flight evaluations and their experience with an airline relate to their assessments of relationship quality and behavioural intentions.

In the business market, prices are typically subject to negotiation between exchange partners and buyers’ perceptions of the relationships with suppliers have a central role for supplier success and for establishing profitable prices (Hinterhuber & Liozu, 2015). Suppliers that seek to achieve price levels above the average market prices of offerings need to convince buyers of a favorable price/quality ratio (Töytäri, Rajala, & Alejandro, 2015). To date, however, research on absolute prices paid by buyers to suppliers, relative prices paid as compared to the average price level in a product category, or exchange partners’ perceptions of prices charged in business relationships remains limited. Extant work on buyer-supplier relationships has most commonly focused on costs rather than prices as economic outcomes of interest (e.g., Cannon & Homburg, 2001; Kalwani & Narayandas, 1995). The purpose of this research is to deepen the understanding of buyers’ price assessments in business relationships. Specifically, this research seeks to further illuminate how relationship inputs provided by suppliers influence buyers’ assessments of the price level charged and their satisfaction with the price/quality ratio provided by the suppliers. The relationship inputs examined include buyers’ perceptions of supplier relationship-specific investments, long-term orientation, and relationship planning. In addition, this research considers two relationship parameters, that is, buyers’ commitment to the supplier and dependence from the supplier. Based on a sample of executives of different buyer firms, this research examines net effects and combinatory effects of the relationship factors on buyers’ evaluations of economic outlay. While the study of net effects offers insights into the effects of single antecedents on the outcomes across a sample of cases, the analysis of combinatory effects delineates (configurations of) antecedents sufficient for bringing about the outcomes of interest (e.g., Leischnig, Henneberg, & Thornton, 2016). Knowledge of these effects helps assess what relationship inputs and what combinations thereof may act as potential remedies for buyers’ price-related resentment in business The findings of this research show alternative configurations of relationship inputs and relationship characteristics sufficient for the two outcomes of interest. In addition, this research shows that individual relationship inputs and characteristics can have opposite effects on the outcomes, depending on how they combine with other antecedent conditions. Moreover, the results of this research reveal that specific antecedent factors differ in terms of causal coreness for the two outcomes of interest. In summary, these findings add to the net effect analysis and provide a more detailed and nuanced understanding of how relationship attributes impact buyers’ price assessments in business relationships.

오늘날 외식 산업 뿐만 아니라 많은 기업들은 치열한 경 쟁 속에서 생존하기 위해 시장에 대한 환경 분석 및 고객의 요구 파악의 중요성을 인식하고 있으며 특히 인적 상호작용 이 많은 외식업의 경우 지속적으로 고객의 요구를 파악하는 데 많은 노력을 기울이고 있다. 이에 본 연구에서는 간편식 으로 다양한 소비자들이게 소비되고 있는 만두 전문점 이용 고객을 대상으로 유무형 상품 속성의 중요도와 성취도를 조 사하고, IPA (Importance-Performance Analysis)분석을 실시 하였다. 자료 수집은 2013년 6월 3일부터 2013년 7월 2일까 지 30일간 수도권에 거주하는 성인 남녀를 대상으로 실시하 였고 총 540부 중 500부(92.6%)를 유효 표본으로 분석하였 으며, 자료 분석은 SPSS 18.0 통계 패키지를 사용하였다. 본 연구의 결과 유형적 상품인 메뉴는 감각적 요인, 건강 요인, 위생 요인, 외적 요인 4가지로 요인이 추출되었고. 무 형적 상품인 서비스의 속성은 응대 요인, 촉진 요인, 포장 요인, 시각적 요인, 공간적 요인 5가지로 요인이 추출되었다. 메뉴 및 서비스의 속성의 요인분석 결과 모두 선행 연구와 유사하였고 메뉴와 서비스 속성은 메뉴의 종류 및 운영형태 에 따라 차이가 있는 것이 아닌 일반적인 상품 속성으로 요 인화 됨을 알 수 있었다. 유무형 상품의 속성에 대한 중요도와 성취도의 차이를 대 응표본 t-검정으로 살펴본 결과 메뉴의 중요도 평균은 5.21, 성취도 평균은 4.89이며, 21가지 품질 항목 중 5개를 제외한 항목에서 중요도와 성취도 간에 유의적인 차이(p<0.01)가 있 었다. 무형적 상품인 서비스의 중요도 평균은 5.22, 성취도 평균은 4.77로 30개 항목 중 1개 항목을 제외하고 중요도, 성취도간에 유의적인 차이가 있었다(p<0.01). 유무형 상품의 중요도와 성취도를 분석한 결과 메뉴의 감 각적 요인, 위생 요인은 (1) 사분면(유지)에 포함되었고, 건 강 요인은 (3) 사분면(저순위), 외적 요인은 (2) 사분면(과잉), (3) 사분면(저순위)에 위치해 있었다. 메뉴 속성별 중요도-성 취도 차이 정도를 살펴본 결과 현재 I.사분면(유지)에 위치해 있는 많은 속성들의 중요도와 성취도 간에 유의적인 차이가 있는 것으로 조사되었으므로 현재 메뉴의 속성이 (1) 사분면 (유지)에 속했다 할지라도 단순 유지가 아닌 개선이 함께 진 행되어야 하겠다. 무형적 상품인 서비스의 경우 응대 요인과 시각적 요인은 대부분 (1) 사분면(유지)에 포함되었으며, 촉 진요인은 모두 (2) 사분면(저순위), 포장요인과 공간적 요인 은 다양하게 배치되었다. 다만 종업원들의 친절도, 매장 내 섭취, 대기 장소 품질 항목은 (4) 사분면(집중)에 위치한 만 큼 신속한 문제 해결이 추진되어야 하겠다. 메뉴의 IPA 분석 결과와 같이 서비스도 현재 (1) 사분면(유지)에 위치된 많은 속성들이 중요도, 성취도간의 차이 크므로 현재 수준의 유지 가 아닌 개선이 함께 진행되어야 한다. 본 연구를 통해 고객들이 인지하는 유무형 외식 상품의 속 성을 IPA로 분석하여, 현재 상태를 파악하고 최우선적으로 개선해야 하는 상품 속성과 과잉으로 투자되는 속성을 시각 적으로 간편하게 파악할 수 있었다. 또한 단순히 IPA 좌표에 나타난 속성만을 분석하지 않고 속성별 중요도 성취도 간의 차이 정도를 함께 고려하여 종합적인 개선 방안을 제시하였 기에 한정된 인적, 물적 자원을 효율적으로 활용할 수 있을 것으로 생각된다. 무엇보다 기존의 연구들과 달리 유무형 상 품을 동시에 분석하였기 때문에 향후 외식업에서 실질적인 상품개발을 위한 자료로 활용될 수 있을 것으로 생각된다. 다만 본 연구에서는 외식 만두 전문점 이용 고객들을 대상 으로 한정적인 연구를 수행되었기에 동일한 아이템을 주력 상품으로 판매한다 하더라도 업체별 운영방식이 상이하고, 주요 고객 및 입지가 상이하여 고객들의 요구는 다를 수 있 다는 점이 연구 결과에 반영되지 못했다. 그러므로 향후 다 양한 타입별(프랜차이즈, 일반매장 등) 추가 조사가 필요하 며, 이러한 지속적인 연구를 현장에 적용한다면 경쟁력 있는 상품 개발과 매출 향상을 기대할 수 있겠다.