| Summary: | 碩士 === 中華大學 === 科技管理學系 === 106 === The market of coffee has grown rapidly and the annual revenue is estimated at seventy billion NT dollars every year. Coffee shops are everywhere and are facing keen competition. To attract more customers, coffee shops not only need to improve the flavor of their products, they also need to improve their service quality. In this thesis, Louisa Coffee was studied and the service quality of it was investigated. The Kano two-dimensional model was applied to find the key factors influencing customer satisfaction, while IPGA(Importance-Performance and Gap Analysis) was used to find service items needed to be improved.The conclusions were as follows:
1.The Kano model shows “Clean and comfortable environment,” “Reliable service,” “Good attitude” and “Quick service” are classified as one-dimensional quality. “Reasonable price,” “Provide correct meals in time,” and “Quick response to wrong meals” are classified as must-be quality.
2.”Attractive interior design,” “Multiple product options,” “Free wifi,” and “Additional service” are classified as indifferent quality. However, the second highest quality of these items is attractive quality, so these items should also be taken seriously to achieve customer satisfaction.
3. IPGA analysis shows items needed to be fulfilled to improve customer satisfaction are “Clean and comfortable environment,” “Reasonable price,” “Good attitude,” “Quick response to wrong meals,” “Quick service,” “Provide correct meals in time,” “Problem-solving ability,” and “Professional knowledge.”
This study expects to provide some suggestions for coffee shops to make improvement and achieve high customer satisfaction.
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