A Study on the Importance and Satisfaction of Consumers in Selecting a Side Dish at a Coffee Shop

Abstract

The purpose of this study was to provide the basic information necessary to efficiently run a coffee shop. It comparatively analyzes the relative importance and satisfaction of side menu selection characteristics through analyses on customer importance-satisfaction when selecting a side menu as well as their usage behavior of the side menu at coffee shops. According to reason price the analysis result on the differences in the coffee shop side menu importance and satisfaction, there was a difference because the importance of selecting a side menu was higher for the attributes of taste, health, packing & appearance, economics and personnel service compared to satisfaction among which the price of a side menu was found to be the top priority for improvement. The significance of coffee shop side menu for the respondents prior to usage as well as their satisfaction after usage was evaluated in order to comparatively analyze the relative importance and achievement of each characteristic through the IPA. The result indicated that the variables positioned in the Concentrate Here area (Ⅱ) were related to economic feasibility such as reasonable price, appropriate price of set menu, telecommunication company affiliated service and coupon usage and point accumulation. As for the Keep up the Good Work area (Ⅰ), there were many variables regarding personnel service including taste of side menu, blending with coffee, clean packing, clean packaging, staff's side menu knowledge, staff's quick response, staff's politeness and staff's sincere response. As for the variables in the Low Priority area (Ⅲ), health variables on health such as nutritional value, eco-friendly food materials and calories were observed.