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[마케팅조사론] 피자헛과 미스터피자 분석에 대한 자료입니다.
목차
1. Problem definition / Research objective
2. Literature Review
3. Questionnaire design and pretest
4. Data collection - sampling method
5. Data analysis
6. Recommendation and limits
본문내용
6 constructs were derived from Focus Group Interview(refer appendix)
Literature Reference - Service Quality Measurement in Foodservice Industries(SunHee SEO)
Service quality of domestic franchise style Korean restaurant measured by SERVQUAL & DINESERV (JUNG, SONG, LEE, YOON)
Conceptual Definition about
Service, Price, Atmosphere, Accessibility, Brand image, and Taste
Construct 1 :
Brand Image
CONCEPTIONAL DEFINITION :
Consumer’s general idea toward a brand.
OPERATIONAL DEFINITION : Comfort, Luxury, Family-centered, Woman-centered
Ex) This brand presents a comfortable image
This brand presents a luxury image
Construct 2 : Taste
CONCEPTIONAL DEFINITION : Sense of taste toward food
OPERATIONAL DEFINITION : Lightness, Oily, Variety of selection, Topping, Dough
Ex) Product from this brand taste good,
greasy / light
Construct 3 :
Service
CONCEPTIONAL DEFINITION :
Offering labor in producing & consuming products
CONCEPTIONAL DEFINITION :
Credibility, Kindness, Timeliness
Ex) This brand is trustworthy
Employees from this brand are kind