A Study on the Craft Beer Brewpub using IPA

Purpose - This study was conducted to identify the significant difference between visitor importance and satisfaction with craft beer brewpub selection attributes, evaluate craft beer brewpub visitor selection attributes using IPA techniques to identify specific services, study operational strategies for future brewpub visitors, and provide basic data for managers to establish marketing strategies. Design/Methodology/Approach - As a result of conducting a paired t-test on the importance and satisfaction related to craft beer brewpub selection attributes, it was confirmed that each of the beer product value factors, atmospheric value factors, and food value factors, excluding emotional value factors, were all less satisfied than important. Findings - These results mean that overall threats exist from the perspective of the restaurant beverage market because they are not sufficiently satisfied with the overall service properties of brewpubs compared to the factors that visitors consider important. Therefore, managers need to check factors derived from the current operation and improve to improve consumer satisfaction and increase sales. Research Implications - In the future, it is necessary to secure a sufficient number of samples of various stakeholders in order to secure the generalization of the research results. In addition, a sample was drawn by simultaneously asking the importance and satisfaction of the questionnaire response. In order to upgrade the research design, it would be more meaningful to evaluate and compare importance before visiting craft beer brewpubs.