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http://dx.doi.org/10.7318/KJFC/2017.32.4.287

Studies of Restaurants to Identify the Selection Attributes, for Solo Diners using Conjoint Analysis  

Kim, Hyunmi (College of Hotel & Tourism Management, Kyung Hee University)
Lee, Jihyeon (College of Hotel & Tourism Management, Kyung Hee University)
Chung, Lana (College of Hotel & Tourism Management, Kyung Hee University)
Publication Information
Journal of the Korean Society of Food Culture / v.32, no.4, 2017 , pp. 287-294 More about this Journal
Abstract
This study analyzed the comparative importance of the selection of a restaurant for solo diners, and suggests a solution for the ideal type of the restaurant that are appealing to solo diners using conjoint analysis techniques. A total of 280 questionnaires were distributed to consumers who had experience dining alone from June $7^{th}$, 2017 to June $14^{th}$, 2017, and 261 were completed (93.21%). As a result, the importance of the attributes of the restaurant was found to be the menu for solo diners (36.92%), price (30.29%), seating for solo diners (20.87%), and serving time of food (11.91%). The ideal combination of selection attributes was found to be having a menu for a solo diner, having a seat for a solo diner, meal service time of less than 10 minutes, and a low price of 2,500won. These results will form a database that contributes to the development of differentiated products and is building marketing strategies that can satisfy the needs of solo diners.
Keywords
Solo diner; dining alone; restaurant; choice attribute; conjoint analysis;
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Times Cited By KSCI : 5  (Citation Analysis)
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