| Summary: | 碩士 === 元培醫事科技大學 === 企業管理系碩士班 === 106 === Nowadays, with annual growth of coffee market in Taiwan, there are coffee shops of various types of operation in the market. Importance of drinking coffee is no longer the products. For customers, besides products, satisfying service quality is also critical. In severely competitive coffee market, how the managers obtain customers by upgrading service quality? This study adopts questionnaire survey and treats customers of Coffee Shop H as subjects. This study applies SERVQUAL and IPA analysis to probe into efficacy of service quality in Coffee Shop H. It allows the coffee shop to enhance service satisfaction and reinforce key quality disadvantages in current service channel. 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 is 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.
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