A study on the improvement of tangible and intangible foodservice facilities in complex cultural spaces [복합문화공간 내 식음시설의 유무형 외식상품 개선을 위한 중요도-수행도 분석]

Abstract

Recently there has been an increase in complex cultural spaces. For small start-ups within a complex cultural space, constant product development that reflects the specialty of the industry and space is essential. This study aims to provide basic data for customer satisfaction and commercial profit growth through Importance-Performance Analysis of tangible and intangible food products provided in an increasing number of commercial space-type complexes. This survey was achieved by a self-reporting questionnaire prepared for female university students in their 20s, who had prior experience in using public rental facilities. Results of the exploratory factor analysis indicate that menus, which are tangible dining products, are classified by four factors: 'sensory', 'hygiene and health', 'diversity', and 'external'. The intangible dining products include five factors: 'response and accuracy', 'cleanliness', 'promotion', 'physical environment', and 'packing'. Based on the correlation between the factors of dining products, the sensory characteristics and appearance of food are considered important by the consumers, along with the hygiene aspects that relate directly to their health. In addition, 'response and accuracy' is an important fundamental factor for intangible products, and hence, efforts are required to ensure overall quality of service. Analysis of the importance-performance grid model and GAP analysis of food products revealed that the performance of tangible factors, sensory, and apparent factors, are significantly lower than importance, but GAP analysis determined that improvement was necessary, which would, in turn, enhance the response and accuracy factors of intangible product factors. © 2020 Korean Society of Food Science and Nutrition. All rights reserved.