Menu Board Design for Personalization to Enhance Customer Satisfaction of Purchase Experience at QSR(Quick Service Restaurant) -Based on case study of Subway-

다국어 초록 (Multilingual Abstract)

Most of QSR brands have shown fairly low levels of customer satisfaction compared to their popularity. For this reason, this research was aimed to the factors which affect the customer satisfaction levels and one factor could be found from a case study of Subway which has been ranked as the top with the highest levels of customer satisfaction. The most appealing feature of Subway for customers was found to be personalization of menu. Thus, this research more focused on the menu board design for personalization to enhance the customer satisfaction during their purchase process. The menu board design was analyzed based on 4 decision making principles followed by an empirical research with the experience by using two different menu boards, one as original and the other without the decision making principles on it to study their effects on the customer satisfaction levels on the each purchase process in the test. Apparently, the current menu board of Subway seemed to be designed with the 4 decision making factors but it was found from the analysis of the statistics from the survey that actually ‘Categorize’ and ‘Condition’ factors were the main effects to the customer satisfaction levels on the purchase experience.

참고문헌 (Reference)

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