The influence of service quality and product quality on customer satisfaction at Fountain café – Ramayana S.M. Raja branch, Medan

Pratama, Daniella (2021) The influence of service quality and product quality on customer satisfaction at Fountain café – Ramayana S.M. Raja branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, a great amount of F&B businesses is emerging yielded in a great increase of cafes causing fierce competition within the industry, which requires business owners to focus on elements that can satisfy customers and win the competition. In fact, there are still some shortages regarding the service quality and product quality that occur. Therefore, this research aims to discover whether there is influence of service quality and product quality towards customer satisfaction at Fountain Café – Ramayana S.M. Raja Branch, Medan. The population of this study is customers of Fountain Café – Ramayana S.M. Raja Branch, Medan with the research sample of 140 respondents using quantitative research method. Questionnaire is used as the data collection method with purposive sampling. The results showed that service quality and product quality simultaneously influence customer satisfaction at Fountain Café – Ramayana S.M. Raja Branch, Medan. Each of the service quality and product quality also partially influences customer satisfaction at the cafe. Result of the coefficient of determination is 62.3% while the remaining 37.7% is influenced by other variables that are not examined in this research. Product quality dominantly influences customer satisfaction by 33.2%, while service quality by 29.6%. The recommendations for service quality include making sure customers’ orders will be served in 15 minutes and make small talks to customers to increase friendliness. While recommendations for product quality include replacing a new dish when there is a complain, replace the tableware with a vintage design, and design the dishes to make them look more appetizing.

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