Demand Analysis of Service Quality in Coffee Shop
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 5
Abstract
This study adopts dimensions of service quality of SERVQUAL and related research and develops 26 quality factors to enhance service quality efficacy by discussing with the coffee shop, scholars and experts. By pair questionnaire design and interview, this study analyzes the importance of these quality factors. These different quality attributes can be applied in weight evaluation of quality factors; by importance-performance analysis, it probes into advantage and disadvantage of service quality in Coffee Shop H. According to findings, “service personnel of the coffee shop properly provide the meals ordered by customers” and “atmosphere of the coffee shop is comfortable” are the most important for customers; “service personnel of the coffee shop wear neatly” and “seats in the coffee shop are comfortable and the place is spacious” are highly important for customers; however, the customers suggest that quality provided by Coffee Shop H is not satisfying. It shows that Coffee Shop H does not thoroughly recognize customers’ needs and importance. It suggests that Coffee Shop H can reinforce the comfort of seats, spacious view and dress of service personnel in order to avoid the loss of customers.
Authors and Affiliations
Yi-Chan Chung, Su-Man Chen, Shu-Fang Lin
Keywords
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