부산대학교 도서관

Through IPA analysis of bakery cafe selection attributes, improvement points according to customer needs are derived through customer-considered importance-satisfaction analysis, and men are used as allocation samples for gender comparison in order to present useful practical implications for improvements to improve customer satisfaction. A total of 192 (90.1%) valid samples, including men(96) and women (96), were used for analysis. Bakery cafe selection attributes are largely composed of six factors: service, hygiene, physical environment, product quality, convenience, and promotion. According to the needs for the strategy that can gain a competitive edge according to the needs to target the emotional code of female customers, who are the core customers. Through analysis based on gender (male, female), we aim to present operational strategies to target the tastes of female customers and logical practical implications for establishing strategies to attract male customers based on the analysis results.