To Improve Service Quality Based on Importance and Satisfaction Indicators – A Case Study of Coffee Studio

• Main Authors: SHEN, YU-LAN, 申玉蘭
• Other Authors: LEE, YUNG-YU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/frdb2a

碩士 === 育達科技大學 === 休閒事業管理系碩士班 === 107 === Taiwan coffee market was growing year by year, together with the progressive change in nationals’ habits and concept of drinking coffee. The idea of coffee’s being premium drink in the early days has gradually altered and the beverage has now become a vulgarized, daily necessity of day-to-day life, contributing diverse development orientations to the business model of coffee industry. Furthermore, the examples taken as the research subjects in the past revolve largely around fusion cafés and chain coffee shops that personal coffee studios are almost left out. This study selected some coffee studio as the research subject to discuss possible improvements based on its service quality and competitive environment. Through literature survey compilation and in-depth interview, the research is going to confirm service requirements, all of which are then subsumed under importance satisfaction model and performance evaluation matrix for carrying out comparative analysis. The upgrading measures will thus be proposed in accordance with the findings. This study adopted purposive sampling method. A total of 200 questionnaires have been distributed, and 187 valid questionnaires were collected after 11 invalid ones are deducted from the sum, resulting in a response rate of 97%. According to Pearson correlation coefficient, the correlation coefficient for the importance and satisfaction of service factors is 0.917, indicating high correlation between the two. There are 8 service elements falling in “Excellent area”, 3 service elements falling in “To be improved area”, 3 service elements falling in “Surplus area”, and 6 service elements falling in “Care-free area” as shown by the results of importance satisfaction model (I-S Model) introduction. With regard to the performance evaluation matrix (PEM) which are introduced later on, 2 service elements fall in “Priority improvement area”, 17 service elements fall in “Improvement area”, and 1 service elements falls in “Maintenance area”. After integrating the two evaluation methods, the three service elements priority improvement obtained include: the price of coffee, the convenience of coffee purchase, and the emergency resilience and coping ability of the person engaged in coffee industry. It is expected that the items in dire need of improvement can be confirmed by means of the introduction of service quality model for the purpose of enhancing service quality, building corporate image, and increase competitive advantage.