SERVICE QUALITY ASSESSMENT OF EIGHTS A DAY COFFEE SHOP, MUEANG DISTRICT, KHON KAEN PROVINCE

Abstract

This research aimed to 1) examine customers’ expectations regarding the service quality of Eights A Day Coffee shop in Mueang District, Khon Kaen Province, 2) investigate customers’ perceptions of its service quality, and 3) assess the service quality using Importance-Performance Analysis (IPA). This quantitative study collected data using questionnaires from 120 customers of Eights A Day Coffee shop. The obtained data were analyzed using descriptive statistics and Importance-Performance Analysis (IPA). The findings revealed that customers’ expectations and perceptions of overall service quality were most agree. The IPA results indicated that critical areas requiring urgent improvement included the cleanliness and organization of service areas, accuracy and consistency of service delivery, and employee operational performance. Conversely, the key strengths of the restaurant were its pleasant atmosphere, high-quality food and beverages, and prompt service delivery. These findings offer practical guidelines for restaurant operators to enhance service quality, satisfy customer needs, and strengthen competitive advantages in the food and beverage industry.

Keywords: Service Quality, DINESERV, Importance-Performance Analysis (IPA), Customer Perception, Restaurant Business