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KMID : 1134820080370081069
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Journal of the Korean Society of Food Science and Nutrition
2008 Volume.37 No. 8 p.1069 ~ p.1078
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Importance-Performance Analysis of Service Quality of In Campus Specialty Coffee Shop
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Kim Hyun-Ah
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Abstract
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The purposes of this study were to identify the consumer behavior using in campus specialty coffee shop
and to establish the marketing strategies through Importance-Performance Analysis (IPA) of service quality.
Questionnaires were distributed to 725 students at K University located in Masan, from April 23 to May 3,
2007. Finally, 621 questionnaires were included in the final analysis (response rate: 85.7%). For statistical
analysis, SPSS (12.0) was used to conduct the descriptive analysis, t-test, factor analysis and reliability test.
The results of this study were as follows. The average cost of using specialty coffee shop in campus was
￦ 2,096, the average staying time was 25.92 min and the average number of visits per month was 2.17 times.
The importance level of ’employee’s attitude’, ’physical environment’, ’sensory quality of coffee’, ’beverage
features’, ’representativeness’ were 3.88, 3.79, 3.73, 3.67, 3.28 points, respectively. Also, the performance level
of ’sensory quality of coffee’, ’beverage features’, ’employee’s attitude’, ’physical environment’, ’representativeness’
were 3.13, 3.06, 3.05, 2.77, 2.61, respectively. The importance and performance levels of service quality
of specialty coffee shop in campus were significantly different (p<.001). Establishment of marketing strategies
for in campus speciality coffee shop was possible through the IPA of service quality. Strategies for improving
customer satisfaction were to secure enough chairs/ tables, to procure comfortable chairs for customer and
to ensure the quality of coffee bean and service of employee.
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KEYWORD
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in campus specialty coffee shop, Importance-Performance Analysis (IPA), service quality
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