1. The evaluate of service quality of
The Coffee Shop
IMC Krems 2015 – Research Methodology
5/17/2015
Dao Phuong Thao

2. 1
Contents
Introduction.......................................................................................................................................1
1. About The Coffee Shop – its types of customers, its services and the purpose of this survey........1
2. How the research was done:....................................................................................................2
Methods used ....................................................................................................................................3
Results...............................................................................................................................................4
Conclusion .........................................................................................................................................8
Introduction
1. About The Coffee Shop – its types of customers, its services and the purpose of
this survey:

3. 2
Located near the gate of Hanoi University, The Coffee Shop serves its guests a variety of
drinks and pastries. It receives many types of customer, but the ones we targeted in the
survey are those who usually visit it from 15 to 40 years old. Here, a survey was
conducted to determine its service quality, in order to gather more information about
the current service and improve customers’ satisfaction based on that.
2. How the research was done:
Firstly, each group created some questions concerning the frequency of visits, the
importance of service performance, and also about the guests’ information (age,
gender, occupation…). After that, the instructor collected all of them and combined
into one official questionnaire. Then we made contact with the staffs and kindly asked
them to carry out the survey for us. At the end of the day, each group will respectively
come and collect the questionnaire. And after one week, we finished every worksheet,
and then we will let Microsoft Excel do its job: summarize the data given. Here is the
questionnaire:
KHẢO SÁT CHẤT LƯỢNG DỊCH VỤ
Xin chào,
Cảm ơn bạn đã đến thưởng thức cà phê ở The Coffee Shop. Để đánh giá được chất lượng dịch vụ
hiện tại của quán, và để cải thiện giúp phục vụ khách hàng được tốt hơn, chúng tôi mong các bạn
dành ít phút để điền vào mẫu khảo sát dưới đây. Cảm ơn các bạn rất nhiều.
A. Bạn có thường xuyên đến The Coffee Shop không?
1 Hàng ngày 2 Hàng tuần 3 Hàng tháng 4 Ít hơn 1 lần/tháng
B. Khoảng thời gian bạn đến đây hôm nay:
1Trước 9:00 29:01-11:00 311:01-13:00 413:01-15:00 5Sau
15:00
C. Bạn hãy đánh giá mức độ quan trọng của các yếu tố sau đây khi đến với The Coffee Shop:
1- Không quan trọng
2- Ít quan trọng
3- Bình thường
4- Quan trọng
5- Rất quan trọng

4. 3
 Cơ sở vật chất 1 2 3 4 5
 Sạch sẽ 1 2 3 4 5
 Nhân viên sẵn sàng giúp đỡ 1 2 3 4 5
 Các yêu cầu được đáp ứng nhanh chóng 1 2 3 4 5
 Giá cả hợp lý với chất lượng dịch vụ và sản phẩm 1 2 3 4 5
 Đồ ăn, đồ uống có chất lượng tốt 1 2 3 4 5
 Vị trí thuận lợi 1 2 3 4 5
 Kết nối wifi 1 2 3 4 5
D. Bạn hãy đánh giá chất lượng dịch vụ của The Coffee Shop bằng cách khoanh tròn các lựa chọn
phù hợp sau:
1- Hoàn toàn không đồng ý
2- Không đồng ý
3- Bình thường
4- Đồng ý
5- Hoàn toàn đồng ý
 Cơ sở vật chất hiện đại, tiện nghi 1 2 3 4 5
 Cách bài trí đẹp mắt 1 2 3 4 5
 Sạch sẽ 1 2 3 4 5
 Không gian thoáng mát, rộng rãi 1 2 3 4 5
 Nhân viên lịch sự 1 2 3 4 5
 Nhân viên thân thiện, hiếu khách 1 2 3 4 5
 Nhân viên sẵn sàng giúp đỡ 1 2 3 4 5
 Các yêu cầu được đáp ứng nhanh chóng 1 2 3 4 5
 Giá cả hợp lý với chất lượng dịch vụ và sản phẩm 1 2 3 4 5
 Giá cả tốt nhất so với các cửa hàng khác gần đây 1 2 3 4 5
 Đồ ăn, đồ uống có chất lượng tốt 1 2 3 4 5
 Vị trí thuận lợi 1 2 3 4 5
 Mức độ hài lòng của bạn về dịch vụ của quán 1 2 3 4 5
E. Bạn vui lòng cung cấp các thông tin dưới đây:
Nhóm tuổi: 1 15-24 2 25-34 3 35-44 4 Trên 44
Giới tính 1 Nam 2 Nữ
Công việc hiện tại 1 Học sinh, sinh viên 2 Đi làm toàn thời gian 3 Khác
XIN CHÂN THÀNH CẢM ƠN
… và mong bạn sẽ tiếp tục đến với The Coffee Shop.
Methods used

5. 4
In current service literature, there are a number of key instruments available for
measuring service quality. Through, the SERVQUAL model has been the major
generic model used to measure and manage service quality. The SERVQUAL model
was based on difference between perception and expectation of quality of service through
five dimensions. In this research, tangibles, reliability, responsiveness, assurance and
empathy are five popular SERVQUAL scale units for quality measurements
To analyze the data collected, we used a software named SPSS, and Microsoft Excel.
Results
The frequency of visit in The Coffee Shop: Thanks to SPSS software, the result is easier
to analyze, and it shows the most detailed aspects. Here is the data we received after
putting the data into the software:
Frequency of visits
Frequency Percent Valid Percent
Cumulative
Percent
Valid daily 24 22.0 22.0 22.0
weekly 37 33.9 33.9 56.0
monthly 20 18.3 18.3 74.3
less than once a
month
28 25.7 25.7 100.0
Total 109 100.0 100.0

6. 5
The data above will be shown in the pie chart below
The pie chart illustrates the highest level of frequent achieved by the customer at The Coffee
Shop. As can be seen from the graph, weekly is the part which takes the largest space. It means
that the customers are likely to have a drink in this coffee shop when they have free time at the
week end than they do in their daily life. And if we take another look to the table above, the
number of people who come only less than a month is 28 on the total of 109, the second big
part of the pie chart. It can be concluded that this type of customers is not really impressed to
The Coffee Shop.
About the customers, based on the information they gave us in the survey, we can see that
most of them are students and women are more likely to be here than men.
22%
34%
18%
26% daily
weekly
monthly
less than once a month

7. 6
To find out the strengths and the weaknesses, we asked the customers some questions
about location, facilities, hygiene, the staff’s attitude, wifi connection. Based on the
answers of those questions, we can help the shop’s manager to fix the mistakes and
improve its quality.
The important of service.
N Minimum Maximum Mean Std.
Deviation
Importanceof facility 107 1 5 3.89 .872
Importanceof Cleanliness 108 1 5 4.39 .771
Importanceof helpful staff 106 1 5 4.19 .917
Importanceof prompt responseto guests'
requirements
108 1 5 4.19 .814
Importanceof reasonableprice 108 1 5 4.12 .828
Importanceof drink quality 108 3 5 4.46 .662
Importanceof Location 108 1 5 3.82 .895
Importanceof Wi-Fi connection 108 1 5 4.13 .958
Age
15-24
25-34
35-44
over 44
Job
student
full-time job
others
Gender
male
female

8. 7
The satisfaction of service:
N Minimum Maximum Mean Std. Deviation
SatisfactionforFacility 108 2 5 3.81 .703
SatisfactionforDecor 108 2 5 3.79 .724
Satisfactionforcleanliness 108 2 5 4.17 .730
Satisfactionforspace 107 1 5 3.58 .901
Satisfactionforpolitestaff 109 1 5 4.07 .847
Satisfactionforfriendlystaff 109 1 5 4.10 .871
Satisfactionforhelpful staff 109 1 5 4.05 .809
Satisfactionforpromptresponse to guests'
requests
109 2 5 3.98 .694
Satisfactionforreasonableprice 109 1 5 3.82 .862
Satisfactionforbest price 108 1 5 3.41 .938
Satisfactionfordrinkquality 108 1 5 3.93 .839
SatisfactionforLocation 109 1 5 3.84 .796
The first table shows the common demand of customer today for a coffee shop. It is
clear that people nowadays really need cleanliness and drink quality as the two most
important factors (orange areas represent the highest): 4.39 and 4.46. Au contraire,
facilities and location are the ones that the customers do not really mind (green areas
represent the lowest), as long as the price is affordable and the place is comfortable.
Other factors are equally, but not too low.

9. 8
The second table shows how the customers rate The Coffee Shop. It can be seen that
the customers mostly satisfy with the staff because of their good attitude and
cleanliness of the shop (more than 4.05). But they are quite unhappy with the layout of
The Coffee Shop, and with the price (only 3.41 for best price). Overall, the staffs have
met customers’ needs.
Looking in detail, each generation/gender, each job, we wil see their own
choices:
gender Age job
male female 15-24 25-34 over35 student full-time others
Importanceof facility 3.88 3.89 3.99 3.63 3.29 3.92 3.88 3.75
Importanceof Cleanliness 4.29 4.48 4.49 4.00 4.43 4.44 4.35 4.38
Importanceof helpful staff 4.18 4.24 4.15 4.11 5.00 4.12 4.24 4.75
Importanceof prompt
response to guests'
requirements
4.24 4.20 4.18 4.45 3.86 4.15 4.35 4.38
Importanceof reasonable
price
4.03 4.17 4.13 4.05 4.29 4.12 4.24 4.08
Importanceof drink quality 4.35 4.54 4.49 4.30 4.57 4.47 4.47 4.46
Importanceof Location 3.74 3.86 3.76 3.95 4.14 3.68 4.00 4.38
Importanceof Wi-Fi
connection
4.18 4.15 4.03 4.40 4.71 4.04 4.24 4.69
Conclusion

10. 9
After finishing this research, we come to conclusion: The Coffee Shop is quite an attactive
place for student around Hanoi University. In the end, still, there is a question: “Why is
customer service important?”. The progress of producing this paper gave me the answer:
Customer satisfaction is imperative to the success of any business, and there is one way to
achieve that, is to improve customer service.
More than that, we would like to give some pieces of advice to The Coffee Shop manager.
Make the customers feel more comfortable by maximizing the space, concentrate in
training the staffs, attract more guests by decorating the shop to be more lightful, expand
the menu…
All in all, I myself would like to give a big thanks to Miss Pham Le Dieu Linh, the instructor
who always giving us enthousiastic and useful lecture, and of course, a chance to improve
the grade. Hope to see you in the upcoming years at university.