Analyze Service Quality Impacts to Customer Satisfaction of Highlands Coffee in Ho Chi Minh City

Abstract

We adopted the structured questionnaire-based survey containing 39 questions and distributed to 423 respondents in 10 districts in Ho Chi Minh City. The research aims at customers, who experienced to use Highlands’ service. In total, 400 surveys were valid. In order to analyze the raw data, SPSS.20 software and EFA analysis were applied. Generally, the findings of EFA indicate that five factors of the SERVQUAL model are found to be only four factors in the case of Highlands. They are: Tangible, Reliability, Responsiveness and Assurance factor. The results of multiple regression analysis also point out that four factors have the positive relationship with customer satisfaction. Moreover, in the discriminant analysis, there are three variables exists the differences among groups such as age, occupation and income. After understanding all results of study, it is recommended that Highlands should focus on training staffs more effectively who bring the Highlands’ service in front of customers. Besides that, Highlands should decrease the distance of drinking price and make more suitable for each customer’s classes. Moreover, the space needs to be improved more attractively and the menu interface must be clearer with detailed drinks descriptions. The major contribution of this study is that it is the quantitative study which examined the SERVQUAL model’s factors and their influences on customer satisfaction in coffee market.