A Study on Product Selection Attributes of Large-Scale Bakery Cafés using Revised-IPA

This study analyzed key selection attributes―taste, price, quality, and convenience―among customers of bakery cafés in Gwangju to propose practical strategies for enhancing customer satisfaction and competitiveness. A survey conducted from December 2024 to January 2025 yielded 200 valid responses, which were analyzed using SPSS 27.0. The results identified areas with high importance but low performance, including taste diversity and depth, price reasonableness, product quality consistency, store accessibility, and convenience. Modified Importance-Performance Analysis (IPA) categorized the attributes into four quadrants, revealing that quality and convenience are critical drivers of customer satisfaction, while taste requires consistent management as a basic attribute. The study provides a theoretical foundation for customer-centric service design in the food service industry and recommends strategies such as enhancing quality and convenience for differentiation, efficient price management, and improving store design and purchasing convenience. However, limitations include regional generalizability and the lack of qualitative and longitudinal analyses, which future research should address.