| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 101 === Under the influences of western culture, the coffee market has been developing rapidly and radically. With the rise of living standards, the taste of the consumers about individual coffee shops has also become more delicate, therefore the service quality is now very important. In order to secure the market profit, coffee shops should try to understand the service qualities that satisfy customers.
To understand what customers desire, so as to transform it into service quality design, this study, for the references of individual coffee shops, integrates the Kano model into the Quality Function Deployment (QFD), and not only tries to investigate the customer satisfaction as well as the required elements of service quality that coffee shop should provide to their customers, but also tries to make proposals that can improve the service quality of individual coffee shops.
This study takes the DINESERV Scale, designed by Stevens et al., as basis, and considered the related literature and individual coffee shop owners’ opinions, to devise the items for the questionaire. From the analysis of the results arranged by the Kano attritubes classification, we classified six as attractive quality, thirteen as one-dimensional quality, four as must-be quality and three as indifferent quality attributes. The top three quality items for individual coffee shops to increase customers’ degree of satisfaction turn out to be followings: good and easy music, delicate sets of cups, and excellent quality of the coffee itself. The main three quality items to decrease customers’ dissatisfaction are as follows: clean and tidy environment, employees’ friendly manners when speaking, and excellent quality of the coffee itself.Finally, we integrate the elements of customers’ required quality into QFD, and obtain the result that five top important quality items which need to be improved are: comfortable and clean dining space, elegant and accurate way of providing the meals, the positions of the coffee shops in the market according to their customers’ need, the ability of professional knowledge, and the ability of professional skills.
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