EVALUATING THE SERVICE QUALITY OF COFFEE SHOP USING IMPORTANCE AND PERFORMANCE ANALYSIS (CASE STUDY: EXCELSO COFFEE MANADO TOWN SQUARE)

Abstract

All company around the world are moving rapidly and concern their service quality, service quality should got an attention and improved to make customer feel satisfied. This research is conducted in order to analyze the importance of service quality and how is the performance of the service quality of Excelso Coffee Manado Town Square using Importance and Performance Analysis.There are 100 consumer of  Excelso Coffee Manado Town Square taken as the sample of this research by using simple random sampling. Result of this research reveals that the Facilities the only attribute that is very important and the performance level is also high while others attributes have high importance but low performance, low importance but high performance and low importance along with low performance.From that Result researcher suggests that the management of Excelso Coffee Manado Town Square should focus to unimportant attributes and make it important attributes.