The document analyzes Urban Station Coffee's service quality using the SERVQUAL model, revealing that the majority of customers are satisfied with their service, but there are areas needing improvement, particularly in reliability and empathy. Recommendations include enhancing employee training, hosting events, maintaining product quality, and engaging with customers for feedback. Urban Station has built a loyal customer base since its inception in 2011, operating 35 stores across various cities in Vietnam.

1. GROUP 1:
Nguyen Le Minh Anh
Do Thi Hong Anh
Steffi Dutschke

2. AGENDA
1.BACKGROUND OF URBAN STATION COFFEE
2.ANALYSIS OF URBAN STATION COFFEE’S
SERVICE QUALITY
 About the SERVQUAL model
 Interpretation data
 Conclusion of the analysis
3.RECOMMENDATIONS
4.SUMMARY

4. BACKGROUND OF URBAN STATION
COFFEE
 First opening: 2011
 Number of stores: 35 stores in Ho Chi Minh –
Vung Tau – Da Lat – Da Nang – Ha Noi
 Price: 20,000 VNĐ – 35,000 VNĐ
 6 millions USD annually, 10,000 cups daily

5. Competitors

6. The important attributes
 “The story of coffee”
message conveyance
 The happy environment

7. The positioning map

8. The service standard
Architecture
and
facilities

9. Uniform

10. The service procedure
Welcome
Handing menu,
giving
suggestion
Receiving order
and payment
Asking for
waiting
Giving order
Clearing the
table

11. The complaint handling process
How to
complain
Direct
Store
manager
Company
Personnel
Indirect Facebook

12. How to solve
Small
Make appointment
with the customer
Big
Department’s
solution
Meeting between
BoD & Store
manager

13. ANALYSIS OF THE SERVICE QUALITY
 Sample size: 32 interviewees
 Scale
1 2 3 4 5
Totally
disagree
Disagree Neutral Agree Totally agree
 Conception of questionnaire: Based on the
Service Quality Dimensions of SERVQUAL-
model
For better overview summarized scale values

14. Tangibles
 Measures the appearance
of the physical facilities,
equipment, personnel and
communication materials
6%
18%
76%
Tangibles
totally
disagree/disagree
neutral
totally agree/agree
> 2/3: be happy
with the physical
facilities

15. Reliability
18%
11%
71%
Reliability
totally
disagree/disagree
neutral
totally agree/agree
 Ability to perform the
promised service
dependably and
accurately
< 1/5: be not
contented with the
reliability

16.  The ability of staff to
inspire confidence and
trust
Assurance
9%
30%
61%
Assurance
totally
disagree/disagree
neutral
totally agree/agree
~ 30%: no bad/good
grading

17.  Find out how far the
Urban Station is able to
fulfil a personalized and
individualized service
Empathy
11%
35%54%
Empathy
totally
disagree/disagree
neutral
totally agree/agree
46%: be dissatisfied/
neutral
 Worst dimension

18.  Willingness to help
customers and
provide prompt
service
9%
19%
72%
Responsiveness
totally
disagree/disagree
neutral
totally
agree/agree
Responsiveness
< 2/3: be convinced
that stuff is willing to
help

19. Importance level of attributes when customers consume
coffee at the Urban Station Coffee
4.5
4.375
4.3125
4.25
4.125
4
3.9375
3.875
3.6875
3.6875
3.4375
Importance of Attributes
The most important attributes
Taste (40%)
Environment (40%)
Others (20%)

20. General satisfaction with the
service at Urban Station Coffee
/100%73%
Relatively happy with service
No elementary mistakes
Service quality no
outstanding

21. Short conclusion of the survey interpretation
Average value = what number the interviewees
marked in average
4.39
4.25
4.09 4.04
3.86
TANGIBLES RESPONSIVENESS RELIABILITY ASSURANCE EMPATHY
AVERAGE VALUE OF THE 5 DIMENSIONS OF
SERVICE QUALITY
 Majority of
customers
pretty well
satisfied
 Slight differences
in the satifsaction
of customers
 No dimension
comes off really
badly

22. RECOMMENDATION
 Train employees in more effective customer
service techniques and professional way.
 Operate more acoustic nights, promotion or
discount events,..
 Maintain the taste’s quality.
 Talk to your customers regularly to gain more
feedbacks.
 Implement policy or procedural changes to
improve service based on the specific
customers’ comments or manager’s
observations

23. SUMMARY
 Urban Station has successfully gained a
numerous amount of loyal customers.
 The majority of the interviewed customers is
satisfied with the customer service.
 There are still some recommendations for
Urban Station to improve the service and
increase its customer’s satisfaction.

24. THANK YOU!