Improving Coffee Shop Service Quality with Quality Function Deployment (QFD) at Moments Cafe and Space Afif Izzaturrahman (a*), Dr. Yetty Dwi Lestari, SE., MT. (a)
a) Faculty of Economics and Business, Airlangga University, Jl. Airlangga No.4 - 6, Airlangga, Kec. Gubeng, Surabaya, Jawa Timur 60115
Abstract
This research aims to improve service quality at MOMENTS Cafe and Space by using the Quality Function Deployment (QFD) method. The QFD method was chosen because of its ability to translate customer needs (Voice of Customer) into technical actions that can increase customer satisfaction. This research uses a qualitative approach with a case study method, where data is collected through questionnaires, interviews, and direct observation. The results showed that there is a gap between expectations and reality of services received by customers, especially in the dimensions of Reliability and Responsiveness. The attributes that need the most improvement are the speed and accuracy of service during peak hours, as well as the consistency of food and beverage flavors. Based on the House of Quality (HoQ) analysis, service improvement priorities are focused on improving the kitchen Standard Operating Procedure (SOP) and employee training. This research makes a significant contribution to the use of the QFD method in the context of coffee shops, and serves as a reference for future research that focuses on improving service quality in similar sectors.
Keywords: Service Quality, Customer Satisfaction, Quality Function Deployment (QFD), House of Quality (HoQ), MOMENTS Cafe and Space.
