Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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A Study on Determinant Factors and Choice Intentions Ice Cream Stores

아이스크림 전문점의 고객 선택 요인과 만족에 관한 연구

  • Kim, Ha-Yun (Dept. of Food-Service & Culinary Management, The Graduate School of Kyonggi University) ;
  • Youn, Su-Kyung (Dept. of Food-Service & Culinary Management, The Graduate School of Kyonggi University) ;
  • Kim, Myung-Hee (Dept. of Food-Service & Culinary Management, The Graduate School of Kyonggi University)
  • 김하윤 (경기대학교 외식조리학과) ;
  • 윤수경 (경기대학교 외식조리학과) ;
  • 김명희 (경기대학교 외식조리학과)
  • Published : 2007.06.30
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Abstract

This study focused on the attribution factors affecting customers' satisfaction and revisit behaviors related to ice cream stores. For this study, 180 ice cream consumers who were patrons of ice cream franchise stores were randomly selected. Among them, 31 did not completed the survey. Therefore, a total of 149 survey questionnaires were analyzed for the results. All results were carried out using the frequency, factor analysis, cross tabs, and regression procedure of the SPSS 10.0 package. The results indicated that customers who visit ice cream stores $2{\sim}3$ times per month have a preference for a particular ice cream store. Determinant factors for ice cream specialty stores were summarized as the extensiveness of the menu, advertisements and familiarity, economical benefits, convenience inside the store, location and accessibility, and kindness. Among these, four factors (extensiveness of menu, advertisement and reputation, economical benefits, location and accessibility) significantly affected the level of customer satisfaction.

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