A Study on Restaurant Brand Selection Attributes Using Modified IPA : Targeting Restaurant Franchise Company A

Objective : The study selected a restaurant company to find out its selection attributes and figure out what attributes consumers consider important when using each brand and how they evaluate each attribute. Methods : This study conducted an empirical analysis targeting a total of 221 consumers who have experience with three brands of restaurant franchise company A located in Seoul and the metropolitan areas. Results : According to the importance and satisfaction analysis, it was found that the taste of the food was the most important for Korean and Chinese food brands, and the shape of the food was the most important for pub brands. Implications : This study aims to lay the theoretical foundation necessary to establish operational strategies for each element according to brand characteristics.