Guideline on the Development of Service Quality Pearl-Milk-Tea Entrepreneur for Generation Y Consumers in Bangkok

Abstract

This article describes the importance of service quality with generation-Y consumers through the perspective of service providers in the Pearl-Milk-Tea businesses. This study aims to study the development guidelines of service quality with pearl-milk-tea entrepreneur for generation-Y consumers in Bangkok. The research methodology was a qualitative study on secondary data from various documents, field study, non-participatory observation and in-depth interview with stakeholders in the pearl milk tea beverage business. The data were collected totally twenty-two service providers by using semi-structured interviews for content analysis and triangulation as a conclusion. The research was found that 1) Reliability and Trust: the staff should be trained to ensure accuracy of provided information, and supported to have morale at work; 2) Assurance: promotions and conditions of the shop should be easily understood and the staff should be encouraged to have a service mind; 3) Empathy, customer care and understanding: the staff should understand the customers’ feeling and always use customer’s recommendation to improve services; 4) Responsiveness: the staff should be trained to be capable of solving immediate problems and remembering customers, particularly frequent ones; 5) Tangibility: the staff should wear polite clothing and shop
environment should be clean, and the environmentally friendly awareness of the staff should be created.