Strategy Innovation For Taza Mia Coffee, Philippines: Service Quality Approach

Ramon George  Atento,; Christelle Mae  Angulo,; Diane  Carandang,; Paulinne Jane   Porras,

Strategy Innovation For Taza Mia Coffee, Philippines: Service Quality Approach

Ramon George Atento | Christelle Mae Angulo | Diane Carandang | Paulinne Jane Porras

Abstract:

The study was conducted to propose an enhancement of service quality in Taza Mia Coffee, Sto. Tomas, Batangas, a small-scale family-owned company. The researchers aimed to determine the demographic profile of the respondents, the expectations and ratings of consumers to the areas and determine if there is significant difference on the expectations and ratings of respondents on the areas when grouped according to age, gender and occupation. The findings of the study showed that most of the consumers of TMC are female employees, aged 12 to 25 years old. As for the expectations of consumers, the taste and flavor of food is the most important area with a mean score of 4.69/5, while the lowest area is Wi-Fi connection with a mean score of 3.93/5. As for the ratings of consumers, grooming and appearance of staff has the highest mean score of 4.49/5 and the restroom has the lowest mean score of 3.6/5. Further, there is a significant difference in the areas for expectations when grouped according to gender and occupation, and these are: reasonable prices (p=0.036), presentation of food (p=0.002), waiting time for order (p=0.011), grooming and appearance of staff (p=0.024), friendliness and courtesy of staff (p=0.011), restroom (p=0.038), variety of offering (p=0.026) and parking (p=0.016). Competitive Profile Matrix (CPM) was prepared using an online survey of customers of TMC as well as its main competitors in the area. SWOT and confrontation matrix was prepared to ascertain strategic options for the company.