AHP를 활용한 체인 커피전문점 선택속성의 우선순위분석

• 영문명: An Analysis on the Priority of Selection Properties at Chain Coffee Shops Using AHP
• 발행기관: 관광경영학회
• 저자명: 김종훈
• 간행물 정보: 『관광경영연구』제17권 제4호, 123~139쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

This study investigated the relative weight and the priority of evaluation factors preferentially considered when consumers chose a chain coffee shop using AHP. An hierarchical analysis method was used using Expert Choice 2000 program of Expert Choice as a study analysis method. A frequency analysis was made for a demographic analysis with SPSS 20.0. As a result of the measurement, the main characteristics are as follows: First, as a result of measuring the importance in the two-tier evaluation area, the relative importance was the highest in the reliability area, showing the weight of 0.269, followed by the comfort area with the weight of 0.229. Second, the most important thing that customers considered in the reliability area was 'the quality of coffee', followed by 'the flavor of coffee'. The diversity of the menu showed the lowest fifth (5th) among five evaluation factors. Lastly, in relation to three tier evaluation factors, 'the quality of coffee' measuring the reliability factors among twenty-one (21) evaluation factors took the first place, followed by 'the cleanliness of a restroom' measuring the comfort factor, 'employees' attitudes' measuring the kindness factor. It is necessary to pay special attention to interpretation because there are the following limitations and problems in this study: first, there are the limitation that most studies have demonstrated called the restriction in the generalization of study results because this study intended for Busan citizens; second, there may be other different evaluation areas except reliability, tangibility, comfort, kindness and credibility and different results in the study for specialists because this study intended for customers who visited coffee shops even though evaluation areas and factors were drawn from previous studies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

Analytic Hierarchy Press Order of Priority Selection Attribute Coffee Shops