외식 사업 점포와 입지 역량 세분화에 관한 연구

Abstract

Selection of foodservice store and location is a precondition for business success. Foodservice operation has simultaneity characteristics indicating that production and consumption occur at the same time and at the same location. Store and location power in foodservice development provide strategic advantages or disadvantages to customer inflow and profitability. The purpose of this study is to find segmentation classifications in foodservice store and location. The sample is randomly selected in four different areas with dining facility intensity in Busan. These four areas are commercially large districts in Seomyon and Haeundae, and near Busan National University and Pukyong National University. Structured questionnaires are distributed to customers using dining facilities. Collected data are analyzed by statistical analysis using the SPSS for factor extraction and rotation method utilizing the Verimax techniques, validating reliability and validity. The results of the study identify the underlying patterns of store and location power in foodservice operations. Two factors are identified as the underlying patterns of store power. These are visability and parking convenience. Three factors are found in location power. They are named as position, cluster, and accessibility. This segmentation study can enlarge the body of knowledge to better understand foodservice development.