Open AccessThe strategy of Increasing Customer Satisfaction of Coffee Shop in Yogyakarta through GAP Analysis
Author(s) -
E P Riswara,
. Wagiman,
Didik Purwadi
Publication year - 2021
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/828/1/012061
Subject(s) - customer satisfaction , business , marketing , service quality , quality (philosophy) , coffee shop , tourism , diversity (politics) , service (business) , perception , advertising , psychology , geography , sociology , philosophy , archaeology , epistemology , neuroscience , anthropology
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.