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KMID : 0665420060210020131
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Korean Journal of Food Culture
2006 Volume.21 No. 2 p.131 ~ p.141
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A Case Study on the Marketing Strategy for a Take-Out Specialty Store through Analysis of Customer Informations
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Lee So-Jung
Shin Seo-Young
Yang Il-Sun
Lee Myung-Kang
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Abstract
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The purpose of this research is to develop the management strategy for a take-out specialty sore on the basis of SWOT analysis which requires analysis of internal and external environmental informations. The survey was performed in order to gather the internal and external customer informations for a take-out specialty store. The questionnaires developed were distributed to customers (N=188) and employees (N=23) at 5 take-out specialty store branches from April 25, 2002 to April 29, 2002. The statistical data analysis was completed by SPSS WIN 10.0 for descriptive analysis, factor nalaysis, and Pearson’s correlation. IPA(Importance-Performance Analysis) was applied in order to identify the critical management issues which would be explained with the organization’s weakness or strength. SWOT analysis was performed through identifying the organizational strength and weakness as internal environment factors and external environmental opportunity and threat as uncontrollable external factors.
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KEYWORD
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take-out specialty store, customer information, SWOT analysis, customer satisfaction, IPA (Importance-Performance Analysis)
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