Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

RELATIVE IMPORTANCE OF MULTI-ATTRIBUTES USING CONJOINT ANALYSIS 
Koo et al. (1999), illustrated the usefulness of conjoint analysis in determining the utility values of 
restaurant attributes. The nine attributes used for conjoint analysis were the location, type of food, variety of food, 
uniqueness, parking, price, quality/taste of food, decoration, and service. The levels of quality/taste of food used 
were high quality/average quality/low quality in terms: The levels of service were good service/average service/poor 
service. The taste of food was most important to customers of restaurants in Hong Kong followed by service and 
uniqueness.
Sweeney et al. (1992), investigated the important cues (attributes) on both the expected level of service and 
the choice of service using conjoint analysis. They selected price of meal, past experience with similar types of 
restaurants, reputation of restaurant, advertisement, appearance of other customers, appearance of employees, and 
premises as the cues. The most important cues in selecting a restaurant were the manners of employees and word of 
mouth.
Baek et al. (2005), compared differences of fast food restaurant selecting attributes between Korean and 
Filipino college students as a cross-cultural approach using a conjoint analysis. The menu price was discovered as 
the most important attribute for selecting a fast food restaurant in both cultural populations. Next important 
attributes, in Korea, were followed by brand, food-related factors and service- and Hygiene-related factors, while in 
the Philippines, they were food-related factors, service- and hygiene-related factors and, brand.

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