The Evaluate of service quality of The coffee shop

IMC Krems 2015 Research Methodology

(i)

Dinh Viet

THE EVALUATE OF SERVICE QUALITY OF “THE COFFEE SHOP”

IMC Krems | Viet Dinh

I. Contents I. Contents ...................................................................................................................................................... 1

II. Introduction ................................................................................................................................................. 2

1. THE COFFEE SHOP – the type of customers, the services ....................................................................... 2

2. The purpose of the research.................................................................................................................... 2

3. How the research was done .................................................................................................................... 2

III. Methods ...................................................................................................................................................... 4

IV. Comparison and Results: ............................................................................................................................. 5

Based on the common model of quality service, we have made this questionnaire. ................................ 5

Firstly, we would like to describe about the frequency of visit in “The Coffee Shop”. By utilizing SPSS software, we can analyze the result easier, it shows the most detailed aspects. ............................................. 5

V. Conclusion ................................................................................................................................................... 8

1. Summary .................................................................................................................................................. 8

2. Counsel .................................................................................................................................................... 8

VI. References ................................................................................................................................................... 9


II. Introduction

1. THE COFFEE SHOP – the type of customers, the services

Briefly, THE COFFEE SHOP is located in Hanoi University (Hanu) at the entrance that easily to caught We aim at everybody which usually visit THE COFFEE SHOP. Most of them are around 15 – 44 years old, it’s

easier for them to review the quality of the services and denial to do survey is rarely. Besides, the decoration, the product and also the staffs are young – suitable for youngster.

2. The purpose of the research

On 9 March 2015, a questionnaire was made to determine the service quality of THE COFFEE SHOP. The main purpose was to assess the current service and rely on it to improve customer services better. And with

the questionnaire, customers do not feel hesitate and honestly evaluate by their satisfaction.

3. How the research was done

At the beginning, each group will make some template. After that, the lecturer collected and combined it to the original. Each question regarding to the frequency of visits and perceives the factor of importance and service performance. As each group have responsible to printed questionnaires for the survey (at least 20 copies each group). And we will ask for the favor of the staff to carry out the survey for us. By the end of the day, each group will take turns to come and collect the questionnaires. If the staffs forgot, we need to come by THE COFFEE SHOP to remind them or give survey to customer by ourselves. After a week, we finished every worksheet and put it in EXCEL to summary the data. Finally we compare and conclude

And here is the draft of questionnaire:


KHẢO SÁT CHẤT LƯỢNG DỊCH VỤ

Xin chào,

Cảm ơn bạn đã đến thưởng thức cà phê ở The Coffee Shop. Để đánh giá được chất lượng dịch vụ hiện tại của quán, và để cải thiện giúp phục vụ khách hàng được tốt hơn, chúng tôi mong các bạn dành ít phút để điền vào mẫu khảo sát dưới đây. Cảm ơn các bạn rất nhiều.

A. Bạn có thường xuyên đến The Coffee Shop không?

1 Hàng ngày 2 Hàng tuần 3 Hàng tháng 4 Ít hơn 1 lần/tháng

B. Khoảng thời gian bạn đến đây hôm nay:

1Trước 9:00 29:01-11:00 311:01-13:00 413:01-15:00 5Sau 15:00

C. Bạn hãy đánh giá mức độ quan trọng của các yếu tố sau đây khi đến với The Coffee Shop:

1- Không quan trọng

2- Ít quan trọng 3- Bình thường 4- Quan trọng

5- Rất quan trọng

Cơ sở vật chất 1 2 3 4 5

Sạch sẽ 1 2 3 4 5

Nhân viên sẵn sàng giúp đỡ 1 2 3 4 5

Các yêu cầu được đáp ứng nhanh chóng 1 2 3 4 5

Giá cả hợp lý với chất lượng dịch vụ và sản phẩm 1 2 3 4 5

Đồ ăn, đồ uống có chất lượng tốt 1 2 3 4 5

Vị trí thuận lợi 1 2 3 4 5

Kết nối wifi 1 2 3 4 5

D. Bạn hãy đánh giá chất lượng dịch vụ của The Coffee Shop bằng cách khoanh tròn các lựa chọn phù hợp sau:

1- Hoàn toàn không đồng ý 2- Không đồng ý

3- Bình thường 4- Đồng ý 5- Hoàn toàn đồng ý

Cơ sở vật chất hiện đại, tiện nghi 1 2 3 4 5

Cách bài trí đẹp mắt 1 2 3 4 5

Sạch sẽ 1 2 3 4 5

Không gian thoáng mát, rộng rãi 1 2 3 4 5

Nhân viên lịch sự 1 2 3 4 5

Nhân viên thân thiện, hiếu khách 1 2 3 4 5

Nhân viên sẵn sàng giúp đỡ 1 2 3 4 5

Các yêu cầu được đáp ứng nhanh chóng 1 2 3 4 5

Giá cả hợp lý với chất lượng dịch vụ và sản phẩm 1 2 3 4 5

Giá cả tốt nhất so với các cửa hàng khác gần đây 1 2 3 4 5

Đồ ăn, đồ uống có chất lượng tốt 1 2 3 4 5

Vị trí thuận lợi 1 2 3 4 5

Mức độ hài lòng của bạn về dịch vụ của quán 1 2 3 4 5

E. Bạn vui lòng cung cấp các thông tin dưới đây:

Nhóm tuổi: 1 15-24 2 25-34 3 35-44 4 Trên 44

Giới tính 1 Nam 2 Nữ

Công việc hiện tại 1 Học sinh, sinh viên 2 Đi làm toàn thời gian 3 Khác

XIN CHÂN THÀNH CẢM ƠN … và mong bạn sẽ tiếp tục đến với The Coffee Shop.


III. Methods

Parasuraman’s five dimensions and SERVQUAL instrument are one of the most influential and widely used service quality models because they have a number of advantages in application.

First of all, SERVQUAL allows organizations to understand their customers’ expectations and perceptions or their service quality. Organizations can periodically track the service quality trends and thus, improve their service accordingly. Studies of a number of researchers did prove this (Fitzsimmons & Fitzsimmons, 2001). Second, SERVQUAL allows organizations to assess their quality along each of the five service dimensions by averaging the difference scores on items making up the dimensions (Robinson, 1999). Overall perceived service quality can also simply be measured by averaging the dimension scores (Robinson, 1999) .

Third, SERVQUAL can be used to categorize an organization’s customers into several perceived-quality segments, such as high, medium, or low, on the basis of their individual SERVQUAL scores (Parasuraman, 1988). This facilitates an organization’s customer segmentation. This approach will be used in the research. Forth, SERVQUAL can be applied across a broad range of service industries and can be easily modified for specific requirements of an organization (Dabholkar et al., 1996). After SERVQUAL was developed, a lot of studies successfully used SERVQUAL to measure the service quality in various service industries, such as banks, hospitals and hotels (Babakus & Mangold, 1989; Lau et al., 2005; Lee & Hwan, 2005). In this paper,

tangibles, reliability, responsiveness, assurance, and empathy are identified as the popular SERVQUAL scale units for quality measurements.

Practically research has been used. The practical approach consists of the empirical study of the

topic under research and chiefly consists of hands on approach. This involves first hand research in the form of questionnaires, surveys, interviews, observations and discussion groups.

To analyze the data, we was using SPSS software and EXCEL.


IV. Comparison and Results:

Based on the common model of quality service, we have made this questionnaire.

Firstly, we would like to describe about the frequency of visit in “The Coffee Shop”. By utilizing SPSS

software, we can analyze the result easier, it shows the most detailed aspects.

The data:

Frequency of visits

Frequency Percent Valid Percent Cumulative

Percent

Valid daily 24 22.0 22.0 22.0

weekly 37 33.9 33.9 56.0

monthly 20 18.3 18.3 74.3

less than once a month

28 25.7 25.7 100.0

Total 109 100.0 100.0

To be more specific, let’s take a look at the Pie chart:

It can be clearly seen that, a large proportion would like to come by THE COFFEE SHOP weekly and

especially around 11:01-13:00, it takes 34% (33%) of the chart. Because it was located in a university so that people tend to visit at lunch time to enjoy coffee or take a rest. Besides, there’s still some people do not visit café frequently, evidence that it takes exactly a quarter (26%). In addition, morning is also a good time to take a coffee, there is 29.4% people want to spend their time around 9:01-11:00.

14.7

29.4

33.0

7.3

15.6

Frequent of visit

before 9:00

9:01-11:00

11:01-13:00

13:01-15:00

after 15:00

22%

34%18%

26%

daily weekly monthly less than once a month


About the customer, most of them are student of Hanu and female usually hang out than male:

To find out the strengths and the shortcomings, we gave the customer some questions about facilities, cleanness, the enthusiasm of staff, prices, location, Wi-Fi connection…. Based on these, we

can fix mistakes and improve good things.

Here are some numbers:

N Minimum Maximum Mean Std. Deviation

Importance of facility 107 1 5 3.89 .872

Importance of Cleanliness 108 1 5 4.39 .771

Importance of helpful staff 106 1 5 4.19 .917

Importance of prompt response to guests'

requirements

108 1 5 4.19 .814

Importance of reasonable price 108 1 5 4.12 .828

Importance of drink quality 108 3 5 4.46 .662

Importance of Location 108 1 5 3.82 .895

Importance of Wi-Fi connection 108 1 5 4.13 .958

Age

15-24

25-34

35-44

over 44

Job

student

full-time job

others

Gender

male

femal

e


N Minimum Maximum Mean Std. Deviation

Satisfaction for Facility 108 2 5 3.81 .703

Satisfaction for Decor 108 2 5 3.79 .724

Satisfaction for cleanliness 108 2 5 4.17 .730

Satisfaction for space 107 1 5 3.58 .901

Satisfaction for polite staff 109 1 5 4.07 .847

Satisfaction for friendly staff 109 1 5 4.10 .871

Satisfaction for helpful staff 109 1 5 4.05 .809

Satisfaction for prompt response to guests'

requests

109 2 5 3.98 .694

Satisfaction for reasonable price 109 1 5 3.82 .862

Satisfaction for best price 108 1 5 3.41 .938

Satisfaction for drink quality 108 1 5 3.93 .839

Satisfaction for Location 109 1 5 3.84 .796

The “importance” table illustrated the common demand of customer for the café today. Two factors

which people need are the cleanliness and drink quality (yellow squares represent for the highest): 4.39 & 4.46. In contrast, customers don’t really care about the facility and the location much (red

squares represent for the lowest), as long as its price is reasonable and smoothly place. And other factors are equally (not too low).

Secondly, the “satisfaction” table shows how the consumer rate THE COFFEE SHOP. It’s clearly seen

that most customer love the staff because of their good attitude and cleanliness of the shop ~ more than 4.05. But they might dislike the layout of the shop (maybe it’s small) and they realize their money spent didn’t deserve (3.41 for best price). So overall, their needs have met thanks to the staffs.


Looking in detail, each generation/gender, each job, will have their own choices:

gender age job male female 15-24 25-34 over 35 student full-time others

Importance of facility 3.88 3.89 3.99 3.63 3.29 3.92 3.88 3.75

Importance of Cleanliness 4.29 4.48 4.49 4.00 4.43 4.44 4.35 4.38

Importance of helpful staff 4.18 4.24 4.15 4.11 5.00 4.12 4.24 4.75

Importance of prompt response to guests'

requirements

4.24 4.20 4.18 4.45 3.86 4.15 4.35 4.38

Importance of reasonable

price

4.03 4.17 4.13 4.05 4.29 4.12 4.24 4.08

Importance of drink quality 4.35 4.54 4.49 4.30 4.57 4.47 4.47 4.46

Importance of Location 3.74 3.86 3.76 3.95 4.14 3.68 4.00 4.38

Importance of Wi-Fi connection

4.18 4.15 4.03 4.40 4.71 4.04 4.24 4.69

V. Conclusion

1. Summary

After finishing survey, we come to consequence: THE COFFEE SHOP is a favorite place for student around university and we find out what is important in demand of customer. The needs of customer are dynamic changing, they prefer good quality rather than good view. Based on that, we could reform and serve customer in the best way.

2. Counsel

Here are some recommends for THE COFFEE SHOP’s managers: maximize the space to make customers feel comfortable, decorate brighter to attract people, train the staffs more professional,

open softly music avoid disturbing guests , improve the drinks (I tried a cup of coffee and it’s rea lly bitter although I put some cubes of sugar) ...

In a nutshell, to finish perfectly this questionnaire is largely thanks to Ms. LinhPham for her

enthusiastic and directive & transmit to us interesting and helpful lecture.


VI. References Boulter, L., & Bendell, A. (2010, August - September 30 - 01). Service quality: mind the gap! Retrieved from

Middlesex University research: http://eprints.mdx.ac.uk/6929/ Fedoroff, P. (n.d.). THE SERVQUAL MODEL. Retrieved from 12manage:

http://www.12manage.com/methods_zeithaml_servqual.html Robinson, S. (1999). Measuring service quality: current thinking and future requirements . Marketing

Intelligence and Planning, Vol. 17 No.1, pp. 21-32 Donabedian, A. (1980), The Definition of Quality and Approaches to its Assessment, Health

Administration Press Ann, A. Grönroos, C. (1984), A Service Quality Model And Its Market Implications. European Journal

of Marketing, Vol. 18 No.4, pp.36-44.

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The Evaluate of service quality of The coffee shop