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논문 기본 정보

자료유형
학술저널
저자정보
오왕규 (대구한의대학교) 홍주연 (대구한의대학교)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.25 No.11(Wn.112)
발행연도
2019.11
수록면
69 - 81 (13page)

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표지
📌
연구주제
📖
연구배경
🔬
연구방법
🏆
연구결과
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초록· 키워드

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This study empirically analyzed the basic data for establishing differentiated marketing strategies to provide high-quality services to consumers by measuring the importance and satisfaction of the selection attributes of meal kits. As a result, first, five factors such as ‘safety’, ‘convenience’, ‘taste and quality’, ‘economics’ and ‘reliability’ were extracted through factor analysis on the meal kit product selection attributes. Second, as a result of verifying the difference between the importance and satisfaction of the meal kit product selection attribute, the difference between the importance and the satisfaction average were positive for all 18 attributes. Third, the IPA analysis shows that the first quadrant is ‘Keep Up the Good Work’ section, with three attributes of ‘safety’, four of ‘convenience’ and one of ‘taste and quality’. The second quadrant is the “Concentrate Here” area, with one attribute for the “safety” factor, two for the “taste and quality” factor, and one for the “economics” factor. In the third quadrant, ‘Low Priority’ has one attribute for the ‘safety’ factor, two attributes for the ‘economics’ factor, and two attributes for the ‘reliability’ factor. Finally, in the fourth quadrant, the ‘Possible Overkill’ area is one of the ‘reliability’ factors, and this attribute is a high level of quality that satisfies relative importance. Based on these categorization, this study are empirically verifying the consumer’s response to the selection attributes of meal kit products. In addition, it is possible to suggest effective management and marketing strategies for improving the quality and competitiveness of meal kit products.

목차

ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 실증분석
5. 결론
REFERENCES

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