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AHP 기법을 활용한 외식산업의 발전 전략에 관한 연구: COVID-19 팬더믹 이후의 디지털, 비대면 전환에 대한 인식
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Publication Year
2021-12
Journal
아태비즈니스연구
Publisher
강원대학교 경영경제연구소
Citation
아태비즈니스연구, Vol.12 No.4, pp.271-288
Keyword
AHPConversionCOVID-19Digital Non-Contact SER-M Service
Abstract
Purpose - The purpose of this study is to identify the critical factors that restaurant management should consider strategically when making a decision after COVID-19 under the digital transformation and non-contact service expansions environment. <br>Design/methodology/approach - The thirty six experts and managers who have 5 years or more experience in restaurant industry in Korea participate this study. The Analytic Hierarchy Process (AHP) and SER-M were used to analyze the experts’ opinion Findings - As a result of the analysis, 'management environment' (0.313) showed the highest relative importance priority, followed by 'brand (0.263)', 'management characteristics (0.254)', and 'physical factors (0.17)'. And, as for the sub-factor value, 'lifestyle (0.087)', 'awareness (0.084)', 'consumer desire (0.075)', and 'loyalty (0.068)' were ranked highest among the 19 influencing critical factors. <br>Research implications or Originality - In the case of large restaurant enterprises, it is judged that the subject(CEO, Management) is actively pursuing a strategy to acquire the necessary resources for the given environment of digital transformation and customer demand for non-contact services. On the other hand, in the case of middle and small restaurant enterprises, it seems that they are fully aware of the demand for expansion of non-contact services and the digital transformation required in the post COVID-19 era, but information technology utilization ability, usage experience, technology acceptance ability, and education and training support for this are only available to large enterprises.
ISSN
2233-5900
Language
Kor
URI
https://aurora.ajou.ac.kr/handle/2018.oak/35530
DOI
https://doi.org/10.32599/apjb.12.4.202112.271
Type
Article
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Park, Min Jae  Image
Park, Min Jae 박민재
Department of Business Intelligence
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