Strategy formulation for increasing customer satisfaction based on service quality gap: A case study of branding coffee shop in Yogyakarta

The research on the quality of service on the coffee shop is currently interesting to be researched to measure the expectations and perceptions of consumers coffee shop, as well as gap between the two in the dimensions of quality services. This can be a standard of service quality that can be felt directly by consumers in each class compared to competitors, so that consumers are loyal and provide recommendations to the environment and its social classes. This research is quantitative research, with a questionnaire measuring instrument, with gap analysis and important performance index for formulating the strategy. This research was done by using Questioner to get primary data. This primary data was collected through 100 respondents. The purpose of this paper is (1) identifying customer service based on Serv-qual technique, (2) analyzing the gap between quality service expectations and perception, (3) strategy formulation for increasing customer satisfaction.