Comparative Analysis of Service Quality Toward Customer Satisfaction Between Local Independent Coffee Shop and Local Franchise Coffee Shop

Abstract

The rapid growth in the coffee industry has indeed affected competition in both independent coffee shops and franchises. In the beverage and food sectors, service quality plays an important part in satisfying customers and attracting them to purchase more products or services. This study aims to compare the customer satisfaction analysis of service quality between two local coffee shops, namely Janji Jiwa and Neph Coffee & Eatery. The approach uses in this study are the Customer Satisfaction Index (CSI) and SERVQUAL gap. The results show that both coffee shops scored 85% on the Customer Satisfaction Index. However, the SERVQUAL gap results in Janji Jiwa is -0.229, and in Neph Coffee & Eatery is -0.366. Negative value indicating that the service they offer still has not met the customer expectations. The study found empathy is the most essential dimension for Janji Jiwa and Neph Coffee & Eatery customers, but both coffee shops still have a negative gap in this dimension. Therefore, the two coffee shops need to focus on improving their service quality.