The strategy of increasing customer satisfaction of coffee shop in Yogyakarta through GAP Analysis

Riswara, E.P. and Wagiman, Wagiman and Purwadi, D. (2021) The strategy of increasing customer satisfaction of coffee shop in Yogyakarta through GAP Analysis. In: 3rd International Conference on Food Science and Engineering, 29-30 September 2020, Surakarta.

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Abstract

Yogyakarta as a city of tourism and education mostly has young people as potential coffee customers. Furthermore, service needs, which lead to customer satisfaction are determined through the diversity of young people and coffee shops. Meanwhile, customer satisfaction is analytically based on five dimensions of service quality, which are important for improving and innovating strategies to increase satisfaction. Therefore, this study aims to describe the quality of coffee shop services, measure the gap between their perception and expectation, and formulate a business strategy to increase customer satisfaction. To achieve this, the survey approach was adopted, which relies on secondary and primary data from the dissemination of questionnaires to different coffee shops. Furthermore, five-dimensional service quality was elaborated to achieve an improved strategy of customer satisfaction. © Published under licence by IOP Publishing Ltd.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Cited by: 0; All Open Access, Gold Open Access
Uncontrolled Keywords: Quality of service; Sales; Surveys; Business strategy; Coffee shops; Dimensions of service quality; Gap analysis; Primary data; Service Quality; Young peoples; Customer satisfaction
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agricultural Technology > Agro-Industrial Technology
Depositing User: Sri JUNANDI
Date Deposited: 03 Oct 2024 05:14
Last Modified: 03 Oct 2024 05:14
URI: https://ir.lib.ugm.ac.id/id/eprint/4020

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