Cafe Presentation
Transcript: Jamaica Blue Cafe - Urban area in WA A random sample - Equal chance of being selected - Suitable for students A 10 survey question - Quantitative and Qualitative - Each question is linked to the research objectives 2 sections in the survey - The importance of service quality - Demographics Word-of-Mouth "Customer loyalty and attraction of new customers, positive word-of-mouth, employee satisfaction and commiment, reduced costs, and increase business performance" (Akbaba 2006). Q1. The average of customer service (4.72%) median 5, mode 5 4.63% of 19 males agree about customer service 4.76% of 41 females agree also Q4. The average of rate in customer service experience (4.48%), median 5, mode 5 Rank scale from 1 (very bad) to 5 (very good) - 5; total of 36 cases - 4; total of 18 cases - 3; total of 5 cases - 2; total of 1 case The age group 1st - 65 or older (19 out of 60) - 31.67% 2nd - 18 to 24 and 54 to 64 (12 out of 60) - 20% Genders Mele (19%) vs Female (41%) Work current situation Retired (19 out of 60) - 31.67% Other (work duties, mothers with kids) - 10% "The process of allowing consumers to share information and ideas that either direct buyers positively or negatively from particular goods, brands, and services" (Litvin, Ronald, & Bing 2008) Q3. Choices of coming to the cafe Been here before (46.67%) Convenient location (33.33%) Friends and Family & Other (6%) Social media (0%) To determine the level of satisfaction with service quality To determine the factors that influence service quality To determine the impact of service quality on word-of-mouth To determine how likely customers are to spread negative word-of-mouth about their experience The Effects of WOM, Customer Satisfaction, and Service Quality on Cafe Customers Results & Discussion The Impact of Service Quality on Word-of-Mouth (3 & 6) Q6. The average of customer returning is 4.42%, the median is 5, mode is 5 Customer Satisfaction To spread negative word-of-mouth about customers' experience (7) ✳✱* Involves products that influence customer to re-purchase and to encourage word-of-mouth recomendations (Pileliene, Almeida, & Grigaliunaite 2016) Presented by Kannika Afonso (32040911) ศระำพฟLiterature Review Research Objectives The Level of Satisfaction with Service Quality (1 & 4) Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468. Pileliene, L., Almeida, N., & Grigaliunaite, V. (2016). Customer satisfaction in catering industry: Contrasts between Lithuania and Portugal. Encontros Científicos-Tourism & Management Studies, 12(1), 53-59. Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management,25(2), 170-192. Service Quality The average of recommedation is 4.18, median 4, mode 5 ฏำDemographics Method The Factors That Influence Service Quality (2 & 5) References The factors have impact on the return rank scale Return rank scale of 5 -> extremely likely (32 cases) Return rank scale of 4 -> likely (22 cases) Return rank scale of 3 -> neutral (5 cases) Return rank scale of 2 -> unlikely (1 cases) Q2 . Characteristics in good customer service Friendliness (53.33%) - 32 cases Politeness (25%) - 15 cases Helpfulness (11.67%) - 7 cases Other (10%) - 6 cases Q5. Like or dislike about the service Not applicable (60%) Positive (31.67%) - Efficiency, Quick service, Politeness, Petient Staff Negative (8.3%) - Trainee, Wi-Fi issue, Unfriendly & Unsmiling staff All surveys received the total of 60 cases - a response rate of 100% It is divided into 4 sections in relation to the research objectives