푸드트럭 서비스 이용객 경험에 관한 연구: 토픽모델링 기법 중심으로 = A Study on Customer Experience with Food Truck Services: Focusing on Topic Modeling Techniques

국문 초록 (Abstract)

푸드트럭 비즈니스는 이동식 차량을 이용하여 다양한 음식을 판매하는 소규모 외식업 형태로, 최근 도시 중심지나 행사장에서 큰 인기를 끌고 있다. 그러나 경쟁이 치열해짐에 따라 고객 만족도를 높이고, 재방문을 유도하기 위한 서비스 품질 관리의 중요성이 더욱 주목받고 있음에도 불구하고 이에 관한 실증적 연구는 다소 부족한 상태이다. 이에 본 연구에서는 이러한 푸드트럭 서비스에 대한 고객 경험을 분석하여 서비스품질 개선을 위한 전략적 인사이트를 도출하는 것을 목표로 한다. 이를 위해 구조적 토픽모델링을 활용해 푸드트럭 관련 고객 리뷰 데이터를 분석하여 50개의 주요 토픽을 도출하였으며, 최적의 토픽 개수를 설정하기 위한 다양한 모형 진단과 해석 가능성을 종합적으로 검토하는 과정을 통해 서비스 경험과 관련된 주요 토픽을 확정하였다, 도출된 토픽이 전반적인 고객 만족도에 미치는 영향을 회귀분석을 통해 실증적으로 검증한 결과, "음식 맛", "직원 친절도", "긍정적 감정" 등이 고객 만족도에 긍정적인 영향을 미치는 반면, "지연된 서비스", "부정적 감정", "음료 서비스" 등이 부정적인 영향을 미치는 것으로 나타났다. 이러한 분석을 바탕으로, 푸드트럭 운영자들이 고객 피드백을 체계적으로 분석하고 이를 기반으로 서비스 개선과 혁신을 추진할 수 있는 구체적인 방법을 제시하였다. 본 연구는 푸드트럭과 같은 소규모 비즈니스 환경에서도 데이터 기반 의사결정의 중요성을 강조하였으며 이를 통해, 서비스 산업에서의 토픽모델링 활용 가능성을 확장하는 데 기여한다.

다국어 초록 (Multilingual Abstract)

The food truck business, which involves selling various types of food from mobile vehicles, has gained significant popularity in urban centers and at events. These food trucks have rapidly expanded due to their relatively low initial investment and high flexibility, attracting customers with unique menus and personalized services. However, as competition increases, the need to manage service quality to boost customer satisfaction and encourage repeat visits has become more critical. Despite this growing importance, there has been limited empirical research on the topic. This study aims to analyze customer experiences with food truck services to gain strategic insights for improving service quality. By applying structural topic modeling to customer review data, the study identified 50 key topics. The process included a comprehensive evaluation of model diagnostics and interpretability to determine the optimal number of topics, ultimately selecting the most relevant ones related to service experiences. The impact of these identified topics on overall customer satisfaction was empirically tested using regression analysis. The results showed that aspects such as "Food Taste," "Friendly Staff," and "Positive Emotion" had a positive influence on customer satisfaction, whereas "Delayed Service," "Negative Emotion," and "Beverage Service" had a negative impact. Based on this analysis, the study proposes concrete methods for food truck operators to systematically analyze customer feedback and use it to drive service improvements and innovation. This research highlights the importance of data-driven decision-making in small business environments like food trucks and contributes to expanding the application of topic modeling in the service industry.

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