Determine the perception of customers aboutservice quality at the coffee house chain of storesin ho chi minh city and offer solutions toimprove customer perception

THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE MARKETING ASSIGNMENT ON: QUALITY MANAGEMENT Determine the perception of customers about service quality at the Coffee House chain of stores in Ho Chi Minh City and offer solutions to improve customer perception Instructor: Nguyễn Gia Ninh Member of team: Nguyễn Thái Hòa 2121005576 Nguyễn Thái Khánh Ngân 2121011478 Đỗ Lê Hà Thanh 2121000081 Phan Thị Thanh Thanh 2121003292 Nguyễn Ngọc Mai Thảo 2121000216 Ho Chi Minh City, 2023 THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE MARKETING ASSIGNMENT ON: QUALITY MANAGEMENT Determine the perception of customers about service quality at the Coffee House chain of stores in Ho Chi Minh City and offer solutions to improve customer perception Instructor: Nguyễn Gia Ninh Member of team: Nguyễn Thái Hòa 2121005576 Nguyễn Thái Khánh Ngân 2121011478 Đỗ Lê Hà Thanh 2121000081 Phan Thị Thanh Thanh 2121003292 10 Nguyễn Ngọc Mai Thảo 2121000216 Ho Chi Minh City, 2023 THANK YOU The group would like to express our sincere thanks and deep gratitude to the teachers of the University of Finance and Marketing in general and the teachers of the Business Administration major in particular Most especially, the group would like to thank the guidance and Mr Nguyen Gia Ninh enthusiastically led this Strategic Management subject during the group's study period as well as the preparation of this report However, throughout the internship process as well as preparing this report, mistakes cannot be avoided We hope you will forgive them The group is looking forward to receiving contributions from the teacher From here, the group will draw valuable experiences and accumulate good knowledge to be able to complete the next reports better The team sincerely thanks you! TABLE OF CONTENTS CHAPTER 1: THEORETICAL BASIS FOR THE DEVELOPMENT OF THE SERVQUAL MODEL 1.1 The gaps model of service quality 1.2 Service quality dimension CHAPTER 2: SURVEY OF CUSTOMER PERCEPTIONS ABOUT THE COFFEE HOUSE SERVICE QUALITY AND SURVEY RESULTS .6 2.1 Service quality assessment model and scale design 2.1.1 On customer perception of service quality at The Coffee House coffee shop chain in Ho Chi Minh City 2.1.2 Customers' expectations about service quality at The Coffee House coffee shop chain in Ho Chi Minh City .9 2.2 Survey sample 13 2.3 Descriptive statistical analysis of cognitive surveys 17 2.4 Assessing Differences in Expectations and Perception .21 2.5 Summary 25 CHAPTER 3: CURRENT STATUS OF SERVICE QUALITY AT THE COFFEE HOUSE CHAIN STORES 27 3.1 General introduction to The Coffee House chain of stores 27 3.1.1 The process of formation and development 27 3.1.2 Product 28 1.3 Current status of service quality at The Coffee House 30 CHAPTER 4: DESIGNING AND IMPROVING THE SERVICES TRANSACTION 37 4.1 Service Blueprint in TCH Potential Fail Point .37 4.2 Poka-yoke 41 CHAPTER 5: CONCLUSION .43 REFERENCES 44 TABLE OF FIGURE Figure 1: Gap model of service quality Figure 2: Two-Dimensional Differencing Plane .24 Figure 1: Service Blueprint in TCH 36 Figure 4.2: Ringo staff call bell 39 Figure 4.3: POS System 41 Document continues below Discover more fQroumản: trị Chất lượng 22345 Trường Đại học Tài… 185 documents Go to course ôn tập quản trị chất lượng 23 100% (4) ÔN TẬP QUẢN TRỊ CHẤT LƯỢNG 17 100% (3) Speaking-lop - ôn tập Tiếng Anh Quan tri 60% (10) kinh doanh ÔN TẬP QTRI CHẤT LƯỢNG - abvv Quản trị 100% (1) Chất lượng Correctional Administration Criminology 96% (114) English - huhu TABLE OF TABLES 10 Led hiển thị 100% (3) Table 1: The Relationship Between the Original Model (1985) and the Revised Model (1988) Table 2.1: Coding The Perception Scale Table 2: Coding The Expectation Scale 10 Table 3: General Survey Population 14 Table 2.4: Descriptive Statistics For The Factor Service Reliability 17 Table 2.5:Descriptive Statistics For The Responsiveness Factor 17 Table 2.6: Descriptive Statistics For The Empathy Level Factor 18 Table 2.7: Descriptive Statistics For The Assurance Factor 19 Table 2.8: Descriptive Statistics For Tangibles Factor 20 Table 2.9: GAP Score Table Between Average Perception And Average Expectation 21 CHAPTER 1: THEORETICAL BASIS FOR THE DEVELOPMENT OF THE SERVQUAL MODEL Since 1930, quality in the manufacturing industry has been inherently regarded as a competitive factor, while service quality is a factor that was developed later Customer demands will continue to evolve, which is why businesses must continuously provide services that exceed their expectations Quality is a set of characteristics and features of a product that can satisfy stated or implied needs (Katerina D Gotzamani, 2005) Therefore, if a certain product fails to please customers, it is considered to have poor quality, regardless of how advanced the manufacturing technology may be For highly tangible products, measuring service quality becomes more complex and challenging when comparing various distinct attributes (Kathleen Seiders, 2005) Intangibles - customers cannot see, touch, or smell when choosing to purchase a service product Inseparability - the service product is inherently linked with production and distribution Heterogeneity - service products are influenced by various factors, and sometimes they are not produced uniformly over different time periods Perishability - service products are difficult to transport or cannot be stored for extended periods Due to the intangible nature of a particular service, providers often faceDue to the intangible nature of a certain service, providers often encounter difficulties in understanding customer perceptions and evaluations of the overall service quality Furthermore, service quality is also manifested through the interaction between employees and customers (Svensson, 2002) Lehtinen (1982) introduced a common measurement scale consisting of three service quality factors: physical facilities, interaction, and collective factor Gronroos' model (1993) affirmed the roles of technical and functional quality Functional quality represents the end result of the process provided to the customer Assessing technical quality is generally easier than assessing functional quality As for the perception of service quality, it results from the customer's experience and expectations regarding the service (Caruana, Money, & Berthon, 2000) Parasuraman and colleagues (1985) conducted extensive research and developed a measurement tool comprising 22 observable variables, known as SERVQUAL This scale helps measure the gaps between customer expectations and the actual service provided 1.1 The gaps model of service quality Figure 1: Gap model of service quality According to the model, the gap between customer expectations and perceptions of service quality is represented by the remaining four gaps  Gap shows that there can be a difference between actual customer expectations and management’s idea or perception of customer expectations