Developing Coffeeshop Improvement Strategy by Considering Voice of Customer

https://doi.org/10.22146/aij.v7i2.64647

Abhiseka Pandya(1), Dyah Ismoyowati(2*), Suharno Suharno(3)

(1) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Indonesia
(2) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Indonesia
(3) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada
(*) Corresponding Author

Abstract


The improvement strategy of coffee shop was created by first analyzing the quality of product, service, and pricing of coffee shop to determine the customer requirements using questionnaire. 105 customers of Legend Coffee filled the questionnaire. From 30 attributes, 13 of them needed improvement as their performance rating were below their respective importance, thus resulted in low customer satisfaction. Some product quality and service attributes located in the Concentrate Here quadrant, which requires immediate improvement. Based on those results, then strategic improvements will be made with management using QFD. The highest prioritized improvement strategies are increase in human resources with training in accordance with the job description, increase supervision of each division, and clearer preparation and more detailed SOPs. Improvement strategies then developed based on the voice of the customer with a discussion with management.

Keywords


Coffee shop; Importance performance gap analysis; Quality function deployment; Voice of customer

Full Text:

PDF


References

Akao, Yoji. 2012. The Method for Motivation by Quality Function Deployment (QFD). Nang Yan Business Journal, Volume 1 (1).

Al-Tit, Ahmad. 2015. The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention. Asian Social Science Journal, Volume 11 (23): 129-139.

Chadwick, Cynthia, and Putu S. 2018. Product Quality, Convenience, and Brand Loyalty: A Case Study of Silver Queen’s Adolescent Customers. Advances in Economics, Business and Management Research, Volume 72.

Cheng, Ching-Chan, Tsai M., and Shu-Ping L. 2015. Developing strategies for improving the service quality of casual-dining restaurants: New insights from integrating IPGA and QFD Analysis. Total Quality Management Journal, Volume 26 (4): 415-429.

Cheng, Ching-Chan, Cheng-Ta C., Fu-Shung H., and Hsiu-Yuan H. 2012. Enhancing service quality improvement strategies of finedining restaurants: New insights from integrating a two-phase decision-making model of IPGA and DEMATEL analysis. International Journal of Hospitality Management, Volume 31 (4): 1155-1166.

Feng, M., John M., and Wong. 2014. Investigating the Different Approaches to ImportancePerformance Analysis. The Service Industries Journal, Volume 34 (12): 1021- 1041.

Garvin, D. 1988. Managing Quality: The Strategic and Competitive Edge. New York: The Free Press.

Kosasih, W., Aang S., dan Eileen C. 2013. Aplikasi QFD untuk Pengembangan Produk Wafer. Jurnal Teknik dan Ilmu Komputer Volume 02 (07).

Kotler, P., dan K. L. Keller. 2012. Marketing Management. Boston: Prentice Hall.

Lin, S., Ya-Hui C., and Ming-Chun T. 2009. A Transformation Function Corresponding to IPA and Gap Analysis. Total Quality Management, Volume 20 (8): 829-846.

Madu, C. N. 2006. House of Quality (HoQ) in a Minute. Chi Publishers: Fairfield

Manshori, S. 2018. The effects of product quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, Volume 3 (1).

Razak, A. 2016. The Impact of Product Quality and Price on Customer Satisfaction with the Mediator of Customer Value. Journal of Marketing and Consumer, Volume 30.

Saneva, D., dan Sonja C. 2018. Service Quality in Restaurants: Customers Expectation and Customer’s Perception. SAR Journal, Volume 1 (2): 47-52.

Yang, K. 2008. Voice of the Customer: Capture and Analysis. New York: McGraw Hill.



DOI: https://doi.org/10.22146/aij.v7i2.64647

Article Metrics

Abstract views : 2718 | views : 2675

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Abhiseka Pandya, Dyah Ismoyowati, Suharno Suharno

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.