Mi-Kyung Choi

The Importance-Performance Analysis of Bakery Cafe Choice Attributes Perceived by Customers in Seoul

The purposes of this study were to extract choice attributes of bakery cafe customers and to conduct important- performance analysis (IPA) of choice attributes perceived by bakery cafe customers. The questionnaire was developed through literature review and focus group interview, and modified after pilot test. The questionnaires for main survey were distributed to 320 males and females aged 20 and over in Seoul. A total of 275 questionnaires were used for analysis (85.9%) and the statistical analyses were conducted using SPSS Win (12.0) for descriptive analyses, exploratory factor analysis, reliability analysis, and correlation analyses. The main results were as follows. `Products`, `convenience to use`, `services and price`, `interior environments` `brand` and `location` dimensions were extracted as choice attributes dimensions of bakery cafe customers and customers of bakery cafe regarded `sanitation and cleanness`, `kindness of employees`, `quality of products`, `comfortable and pleasant facilities` and `taste of bakery products` as more important than other attributes. In addition, the results of IPA showed that marketing managers of bakery cafes should focused on the dimension of `services and price` in the reason that this dimension was low at performance although customers regarded it very important. Overall, researchers and managers of bakery cafes should understand unique choice attributes of bakery cafe customers, and make efforts to establish marketing strategies that meet bakery cafe customers` needs.