Model of Development Service Quality to Create Added Value for Dusit Serve Coffee Shop, Suan Dusit University Trang Campus

Abstract

       This research aimed to 1) Study the service quality to create added value for Dusit Serve coffee shop, 2) Create a service quality development model to create added value for Dusit Serve coffee shop, and 3) Evaluate the service quality development model to add value for Dusit Serve coffee shop. The population and sample consisted of 7 peoples involved in providing services and 400 peoples. The research instruments were questionnaires and semi-structured interviews. The data analysis and statistics used in the research were qualitative data by content analysis, presented in essay form, and quantitative data by finding percentage, mean, standard deviation, and exploratory factor. The research results that 1) Expectations and perceptions of the service quality for Dusit Serve coffee shop were at the highest level, including confidence in using the service, knowing and understanding, trustworthiness, and responsiveness to customers and the concrete aspect of the service, respectively. However, the service recipients have a perception of the quality of service in terms of customer response that is lower than expected. 2) The service quality development model to create added value for Dusit Serve Coffee Shop, “CARE Model,” has 4 components: competency, environment and atmosphere, readiness and speed in solving problems, and service excellence. 3) The evaluation of the service quality development model is at the highest level, including feasibility, appropriateness, correctness and usefulness. The satisfaction results from the trial of the service quality development model for Dusit Serve Coffee Shop are at the highest level, which can be put into practice and is beneficial to those involved in the coffee shop. And it is feedback data for determining guidelines to planning service work to create quality added value for Dusit Serve Coffee Shop.