EVALUATION OF SERVICE QUALITY AND STRATEGIES FOR IMPROVING CUSTOMER SATISFACTION AT EXODIA CAFÉ: A SERVQUAL AND CUSTOMER SATISFACTION INDEX APPROACH

Khofifah Mamluatur Riskiyah, Bambang Setiyo Pambudi, Nurita Andriana

Abstract


Competition in the urban food and beverage (F&B) industry demands operators to consistently deliver service quality that meets customer expectations. This study aims to measure service quality gaps and determine strategic improvement priorities at Exodia Cafe, a cafe operating in Malang since 2023. Unlike Correspondence Analysis (CA) and Importance-Performance Analysis (IPA) approaches that focus on static competitive positioning mapping, this research integrates SERVQUAL to measure five service quality dimensions (Tangibles, Reliability, Responsiveness, Assurance, Empathy) and Customer Satisfaction Index (CSI) to calculate overall satisfaction levels quantitatively. Data were collected through closed questionnaires from 115 active customer respondents, with 22 attributes derived from the 7P marketing mix. SERVQUAL analysis results show that Responsiveness (-0.52) and Tangibles (-0.41) dimensions have the largest gaps between expectations and perceived performance. CSI calculation yields a value of 72.8%, categorized as "Satisfied" but not yet optimal. The improvement priority matrix identifies four critical attributes: order delivery speed, stable WiFi availability, price information clarity, and supporting facility comfort. This study contributes theoretically by validating the simple yet rigorous SERVQUAL-CSI approach in culinary service evaluation contexts, and managerially by providing data-driven improvement guidelines easily implementable by small-to-medium cafe operators such as Exodia Cafe.

Keywords


SERVQUAL, Customer Satisfaction Index, Service Quality, Customer Satisfaction, Marketing Mix 7P, Exodia Cafe

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DOI: https://doi.org/10.17509/ijdb.v5i4.101569

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