earticle

영어

This study investigated the relative weight and the priority of evaluation factors preferentially considered when consumers chose a chain coffee shop using AHP. An hierarchical analysis method was used using Expert Choice 2000 program of Expert Choice as a study analysis method. A frequency analysis was made for a demographic analysis with SPSS 20.0. As a result of the measurement, the main characteristics are as follows: First, as a result of measuring the importance in the two-tier evaluation area, the relative importance was the highest in the reliability area, showing the weight of 0.269, followed by the comfort area with the weight of 0.229. Second, the most important thing that customers considered in the reliability area was 'the quality of coffee', followed by 'the flavor of coffee'. The diversity of the menu showed the lowest fifth (5th) among five evaluation factors. Lastly, in relation to three tier evaluation factors, 'the quality of coffee' measuring the reliability factors among twenty-one (21) evaluation factors took the first place, followed by 'the cleanliness of a restroom' measuring the comfort factor, 'employees' attitudes' measuring the kindness factor. It is necessary to pay special attention to interpretation because there are the following limitations and problems in this study: first, there are the limitation that most studies have demonstrated called the restriction in the generalization of study results because this study intended for Busan citizens; second, there may be other different evaluation areas except reliability, tangibility, comfort, kindness and credibility and different results in the study for specialists because this study intended for customers who visited coffee shops even though evaluation areas and factors were drawn from previous studies.