헬스케어 식물 생산단지 잠재이용자의 선호 요소 이해 - Kano 모형과 고객만족계수를 활용하여 -

초록

Our study aims to identify the attributes that plan production and distribution centers need to develop to offer a more diverse experiential value, considering the increasing preference and demand for plant cultivation activities in contemporary society. Specifically, we seek to provide meaningful and practical implications by identifying essential components from the perspective of potential users. Through an online survey, we distributed 1,219 questionnaires, and analyzed 1,000 valid responses, to evaluate the necessary components of a healthcare plant production complex. Utilizing the Kano model and Timko’s customer satisfaction coefficient, we identified components that significantly influence potential user satisfaction. Our findings indicate that the creation of a complex facility combining practical accessibility factors, such as ‘convenience in using parking facilities’ with diverse experiential elements, such as ‘plant cultivation experience’, can positively impact visitation demand and user satisfaction. In light of the growing interest in plant cultivation, our study underscores the importance of designing complex facilities that integrate diverse experiential elements to promote the sustainable growth of the plant industry. Furthermore, this research provides critical evidence for understanding the value that the plant industry should deliver by enhancing visitation satisfaction among potential users. Additional practical implications and future research directions are also discussed.

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