This is my group work for Customer Service Management subject. All of the content is original and made by the interview between our group and the store manager as well as the customer.
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
3.
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
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
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.