Vol. 5, No. 6, June 2024

E-ISSN: 2723-6692

P-ISSN: 2723-6595

http://jiss.publikasiindonesia.id/

Journal of Indonesian Social Sciences, Vol. 5, No. 6, June 2024 1425

Efforts to Improve Service Quality at Skenario Kopi Cafe Based

on Consumer Needs Using Quality Function Deployment

Fariza Amalia, Handy Nur Cahya, Dwi Eko Waluyo, Fakhmi Zakaria

Universitas Dian Nuswantoro, Semarang, Indonesia

Email: farizaamalia1@gmail.com, handy.nur@dsn.dinus.ac.id, dwi.eko.waluy[email protected],

[email protected]us.ac.id

Correspondence: farizaamalia1@gmail.com

KEYWORDS

ABSTRACT

Voice of Customer; Quality

Function Deployment; Cafe

Faced with fierce competition, coffee shops need to stay in tune with

evolving customer preferences. This research was conducted the Quality

Function Deployment (QFD) method, specifically the House of Quality

(HoQ) tool, to analyze feedback from a subject consisting of 100 customers

of Skenario Kopi Cafe. The HoQ is a structured approach that translates

customer desires (Voice of Customer or VoC) into actionable technical

improvements. The sampling technique is based on the purposive

sampling technique. Analysis of Validity Test and Reliability Test data

using SPSS 24 software. The research identified 15 key customer needs,

categorized by their level of importance. They then compared these needs

to 5 potential technical responses that Skenario Kopi Cafe could

implement. Based on this analysis, the result showed such as prioritizing

communication training for staff, followed by facility upgrades, and lastly,

implementing regular performance evaluations. By analyzing the

relationships between these factors, the researchers were able to prioritize

the actions that would have the greatest impact on customer satisfaction.

Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)

1. Introduction

The café business is still a business that has a considerable income figure because of the needs

and desires of consumers for a container that is not only to enjoy a cup of coffee but also to interact,

find ideas and work. The café offers an experience that is more than just a hang-out place by providing

a cozy atmosphere, interesting entertainment, and delicious food (Sinawati & M, 2019). Coffee is still

a commodity used by café entrepreneurs to then be used as processed drinks that adjust to current

trends. Coffee is not only delicious, but also beneficial for mental and physical health such as

preventing depression, and improving stamina, mood, and performance. (Nazarian et al, 2021). Coffee

offers attractive economic opportunities for managers who are able to manage it well. The key to

winning the hearts of consumers is to offer quality products that are in line with their expectations

by listening to the Voice of Customer (VoC). Unfortunately, not all business owners have the right

tools to collect these consumer expectations. Adopting a Quality Function Deployment (QFD)

approach becomes the right tool to formulate quality improvement strategies that are structured and

focused on customer needs. Skenario Kopi Cafe is a place for research carried out by researchers.

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Skenario Kopi Cafe is located on Jl. Anjasmoro Raya No.42, Karangayu, West Semarang District,

Semarang City, Central Java 50149. Skenario Kopi Cafe was first opened in 2015 which was originally

in the form of ordinary angkringan. As time goes by and interest from coffee connoisseurs increases,

finally they can rent a shophouse in the same place as the coffee angkringan is located. Researchers

get information showing that Skenario Kopi Cafe attracts around 500 to 600 visitors every month

(internal data, 2024). This indicates a significant development made by the Skenario Kopi Cafe. In

recent years, the Skenario Kopi Cafe has had considerable development and can still grow despite the

onslaught of competition for cafes in the city of Semarang. Along with the fierce competition in the

café industry, the Skenario Kopi Cafe is certainly required to attract new consumers with excellent

service, leading innovation, and unique concepts so that old consumers do not get bored with the

Skenario Kopi Cafe. The purpose of this study is to assist in determining the attributes that can be

prioritized for Skenario Kopi cafe in knowing what consumers want and determining the superior

technical response so that it can help increase consumer satisfaction.

The Quality Function Deployment (QFD) method is an efficient customer-oriented design tool

that aims to meet customer expectations in a better way and improve organizational capabilities

while maximizing company goals (Hariri et al., 2023). QFD helps companies determine the resources

and capabilities needed to produce the products consumers want. QFD helps companies to assess

various design options and choose the ones that best suit consumer needs and desires, then create

products that suit consumer needs and desires (Suradi et al., 2021). The QFD technique was chosen

for this research because QFD is relevant to the motive for completing the research objectives. The

main motive for using QFD in meeting consumer needs is to ensure that the final priority meets

customer needs perfectly (Singh & Agrawal, 2022). The results of the technical response are

proposals for quality improvement from Quality Function Deployment (QFD). The QFD method can

help meet consumer needs by improving the quality of service provided by the Skenario Kopi Cafe

According to (Walujo et al., 2020) quality implies perfection or a higher position than other

segments. Service quality is a significant point in creating a long-term cafe business (Alamsyah et al.,

2024). According to (Putri et al., 2021) service quality can inspire consumers to have a commitment

to the products and services provided by the company as evidence of increasing company

performance. Consumer satisfaction can be used as a tool to maintain service quality because it is an

important factor in focusing on finding customers who suit market needs. The level of service

satisfaction is measured by the quality of service provided by the company. Service quality is

measured using the Service Quality (Servqual) method. Servqual's service quality dimensions are

divided into 5 dimensions, namely Reliability, which refers to the company's ability to consistently

provide services that can meet customer needs. Tangibility is the company's ability to describe service

quality. Empathy is how the company provides services so that customers believe that the company

considers customer cases important. Responsiveness is proof of the company's ability to provide

customers with communications, problems and questions. Assurance is a guarantee provided by the

company so that customers have confidence and trust in the company.

2. Materials and Methods

Researchers utilize two types of data, namely data obtained directly from the field through

interaction with research subjects (primary data) in this case consumers and café management

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Skenario Kopi and data that has been processed and published by other parties (secondary data) such

as data on the benefits of coffee on health. Primary and secondary data play an important role in

research. Primary data provide in-depth information about individual experiences and perspectives,

while secondary data provide information about a broader context. Research methods is descriptive

research, descriptive research is research that seeks to describe phenomena as they are according to

the data that occurs in the field because it will be explained in detail with the data that has been

obtained (Rukajat, 2018), by making direct observations of the Skenario Kopi Cafe. An interesting

phenomenon that researchers encountered is that the Skenario Kopi café has several regular

customers who are loyal to the Skenario Kopi Cafe even though it has facilities that can be said to be

inadequate than other cafes in the city of Semarang, this phenomenon makes the Scenario Kopi café

the right place to be used as research because by using QFD as a research tool Coffee Skenario Kopi

can improve their quality and facilities in order to maintain these regular customers so that always

come back to the Skenario Kopi Cafe and simultaneously attract new consumers to visit the Skenario

Kopi Cafe. This research involved 12 consumers at the pre-survey stage and 100 consumers at the

main survey. Sugiyono (2008) recommends a range of 30 to 500 respondents as an adequate sample

size for research. The measurement scale for the questionnaire given is the Likert Scale with the

number of value weight descriptions as follows: Very Important: 5; Important: 4; Important Enough:

3; Not Important: 2; Very Unimportant: 1.

The study was conducted between May and November 2023. The sample in this study was all

customers of the Skenario Kopi Cafe. The technique used in determining the sample, namely the non-

probability sampling technique, is different from the probability technique, where each member of

the population does not have the same chance to be selected as a sample. (Sugiyono, 2008),

researchers have greater control over selecting samples that are considered appropriate to research

needs. This technique can be an appropriate choice in certain studies, such as when it is difficult to

identify all members of a population, when researchers want to get in-depth information from a small

group of people, and when researchers have limited time, funds, and energy. Using one of the

methods, namely the purposive sampling method, is when selecting respondents based on certain

criteria that are considered important in the study (M.M, 2023) such as one of the criteria in this study

is that respondents must have at least visited the Skenario Kopi café at least 1 time.

The collection of questionnaire samples was carried out by circulating online questionnaires

given to Skenario Kopi café consumers, then the 100 samples were carried out validity tests which

were used to calculate the results of the questionnaire were valid for further processing and reliability

tests so that the data that had been received could be relied upon (Sinawati and M, 2019).

Tabel 1 Validity Test Results

Attribute

r count

r table

Information

Attribute 1

Attribute 2

Attribute 3

Attribute 4

Attribute 5

Attribute 6

0,251

0,214

0,401

0,349

0,5

0,479

0,1966

Valid

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Attribute 7

Attribute 8

Attribute 9

Attribute 10

Attribute 11

Attribute 12

Attribute 13

Attribute 14

Attribute 15

0,52

0,463

0,431

0,336

0,311

0,445

0,463

0,267

0,205

0,1966

Valid

The results of the validity test calculation can be seen in table 1.

Based on Table 1, all the attribute from the questionnaire is valid for further processing

The significance test is carried out by calculating the calculated r value and then comparing the

calculated r value with the table r value at a certain degree of freedom (df) and alpha (α).

In this study the number of samples (n) = 100 with Degree of freedom (df) = n - 2 = 100 - 2 =

98, Alpha (α) = 0.005 which results in the table r value = 0.1966

The obtained table r value (0.1966) will be used to compare with the calculated r value. If r

counts > 0.1966, then the variable relationship is significant, but if r counts < 0.1966, then the variable

relationship is not significant.

Table 2 Reliability Test

Dimension

Cronbach alpha

α=0,6

Information

Tangible

Empathy

Responsiveness

Reliability

Assurance

0,757

0,835

0,836

0,734

0,988

>0,6

Reliable

Bases on Table 2 all dimension based on reliability test are reliable.

A research questionnaire can be said to be reliable if the answers from respondents to the

questionnaire statement are consistent over time (Prasmoro et al., 2020). This test uses the SPSS 24

application using the Cronbach alpha formula of 0.6. The questionnaire is said to be reliable if the

Cronbach alpha count is greater than the Cronbach alpha table. Reliability Test Results using SPSS 24

application in table 2

QFD analysis begins by determining the Left Room in the HoQ, which contains consumer needs,

then continues to determine the priority of consumer needs in the Right Room, then conducting

interviews with café owners to find out the company's technical response in meeting consumer needs

which is then to fill the Upper Room, the next stage is to fill in the priority of technical responses in

the Lower Room and the last stage is to fill in the relationship between technical responses in the Roof

Room.

3. Results and Discussions

The description of respondents in the study can be seen from the following table 3

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Table 3 Description of Respondent

Characteristics Respondent

Total Respondent

Description

Group

Total

Gender

Female

Male

Age

18 - 22 years old

23 - 27 years old

28 - 32 years old

33 - 37 years old

< 37 years old

Based on the results of the descriptive analysis of respondents, it is known that the majority of

respondents are female at 57%. Respondents aged 18 – 22 years made up the majority in this study.

In the early stages of the study, researchers conducted initial interviews with 12 café

consumers to gain a deeper understanding of their habits and preferences for products or services in

the Skenario Kopi café in the form of pre-survey data. The data produces the voice of the consumer

(Voice of Customer), the data is presented in table 4

Table 4 Voice of Customer

Voice of Customer based on Pre-Survey

Bathroom facilities need to e upgrading

Not enough car parking

Services need to be improved

Praying facilities are insufficient

Speed in serving customer during peak times

Lack of employee awareness to help consumers

The café seat is not comfortable

Small parking slot

Electrical outlet everywhere

Employees don't smile

Parking is not wide enough

Prices suit students' pockets

Outdoor area needs to be expandable

Service is not fast when it's crowded

Price are cheap

Table cleanliness is lacking when crowded

Halal guarantee

Bathroom less modern

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Graph 1 Tree Diagram

Prayer facilities

Tangible

Availability of modern bathrooms

Parking facilities

Seating facilities

Empathy

Employee friendliness

Employee ability to communicate

well

Reliability

Serving food and drinks as

advertised

Responsivenes

Speed of employees serving

customers

Employee hospitality

Halal food and beverage

guarantee

Guarantee of punctuality

Money back guarantee

Satisfying taste

The employees are informative

about the menu

Employee willingness to help

consumers

Assurance

Consumer

Needs

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Consumer voices are grouped into sections within affinity diagrams which are then used to

construct tree diagrams. Information about consumer voice groups using affinity diagrams that are

filled in the Left Room of the HoQ The grouping can be seen in Graph 1

The tree diagram consists of 2 (two) parts, namely the dimension and attribute parts that will

be grouped as.

Table 5 Consumer Needs, Dimensions and Attributes

Dimension

Attribute

Tangible

Availability of modern bathrooms

Prayer facilities

Parking facilities

Seating facilities

Empathy

Employee friendliness

Employee ability to communicate well

Employee Hospitality

Responsiveness

Speed of employees serving customers

Employee willingness to help consumers

Reliability

Q10

The employees are informative about the menu

Q11

Satisfying taste

Q12

Serving food and drinks as advertised

Assurance

Q13

Money-back guarantee

Q14

Guarantee of punctuality

Q15

Halal food and beverage guarantee

Right Room, in the form of calculation results that show the priority order of consumer needs

per dimension obtained by calculating the results of the amount of importance per dimension from

the result of summing the importance level per attribute divided by the number of items of each

dimension, is presented in Table 6.

Table 6 HoQ Right Room

Dimension

Attribute

Requirement

Rate per

Attribute

Priority

Needs per

Attribute

Requirement

Rate per

Dimension

Priority Needs

per Dimension

Tangible

2,692

2,973

2,842

2,849

2,839

Empathy

3,082

3,068

2,904

3,018

Responsiveness

2,733

2,890

2,812

Reliability

Q10

Q11

Q12

3,089

2,966

2,932

2,996

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Assurance

Q13

Q14

Q15

1,863

2,582

3,205

2,550

Source: data processed by researchers, 2024

The calculation results show the priority order of consumer needs attributes that need to be

the attention of the Skenario Kopi café. The first priority is filled by the Empathy Dimension of 3,018

on the employee friendliness attribute. Employee friendliness will be the first impression noticed by

consumers who are visiting the café for the first time. Skenario Kopi then must be a priority that is

improved. Employee friendliness has a positive and significant effect on repurchases, quoted from (S

et al., 2023). Based on research from (Ismayana et al., 2021) revealed that if the friendliness of

employees is good, it will make customers feel comfortable.

Ruang Atas is a technical response of the Skenario Kopi café obtained by interviewing the café

owner of Semarang Skenario Kopi cafe so as to get information about how the owner will respond to

some of the needs of café consumers. The result of the discussion of this section becomes the content

of the Upper Room at HoQ.

Table 7 Business Technical Response

Technical Factors

Technical Response

Facilities

Upgrading all facilities more adequately

Communication

Organize communication training for employees

Evaluation

Organize regular evaluations of employee service performance

Guarantee

The café promises products according to the menu

Ensure customer dissatisfaction with appropriate compensation

The owner ensures all products are halal

Middle Room (the relationship between the technical response provided by the company and

consumer needs). L-shaped matrix Diagram is used to determine the level of relationship between

technical response and consumer needs. Exposure L-Shaped Matrix Diagram uses symbols as a tool,

namely to facilitate the weighting of relationship values. The explanation of the symbol is as follows

(● ) showing a strong relationship with a weight value of 9. The symbol (○) indicates a medium

relationship, with a value weight of 3 and the symbol (Δ) indicates a weak relationship, with a value

of 1. A technical response must be implemented properly if one technical response is able to meet

various types of consumer needs at once (Cahya, 2016).

The final result of the relationship between Technical Response and Consumer Needs can be

seen in Figure 1.

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Figure 1 HoQ Middle Room

The Lower Space (Corporate Action Priority) is done by vertically summing the results of each

weight between the attributes of consumer needs and the company's technical responses. The higher

the value of the weight of an importance on the technical response, the more important it is for the

attribute to be the company's focus in fulfilling attributes to meet consumer needs. The bottom

chamber results in the HoQ matrix as follows in figure 2

Figure 2 HoQ Basement

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Source: Processed primary data (2023)

The result of the vertical summation of the bottom space produces 3 (three) priority sequences

of consumer needs and their relationship with technical responses. The first priority is to Organize

communication training for employees (score 63) in accordance with research from (Apriada &;

Wulandari, 2020) which says that training has a positive effect on employee performance. Research

conducted by (Faisal Fauzi Abdillah et al., 2020) at C&R Cafe &; Resto Surabaya and (Fitri &; Cahya,

2023) at Omah Gedhi Steak and Penyet Fast Food Restaurants in Kendal City turned out to produce

the same priority, namely providing training on service (smiles, greetings and greetings) in

restaurants. The second priority is to Upgrade all facilities more adequately (score 36), supported by

research by (Maulidiah et al., 2023) and (Hardina &; Sudarusman, 2021) which said that improving

facilities have a positive and significant effect on visiting decisions. Research conducted by (Putri et

al., 2021) at Inaka Coffee in Cimahi has the results that it is necessary to prepare and complete the

available facilities. This can be one of the considerations for Skenario Kopi Cafes to improve facilities

in order to attract potential customers. The third priority is to Organize regular evaluations of

employee service performance (score 27) research conducted by (Santi &; Isyanto, 2023) states that

by conducting evaluations or performance appraisals employees can evaluate employee

competencies as a whole, including their advantages and disadvantages, to help optimal job position

placement. In research conducted by (Prasmoro et al., 2020) it has been found that there needs to be

a thorough evaluation of the state of the Cafe. Technical response, which is a top priority, should

immediately find the right solution for the company and employees to meet consumer needs.

Roof space (Relationship Between Technical Responses) The determination of whether or not

a technical response is interrelated is with the ability of one technical response to support another

technical response. The more diverse the technical responses, the stronger the technical response

linkage. The explanation of the relationship symbol between technical responses is as follows: symbol

(++)means to have a positive strong relationship, symbol (+) explains a positive relationship, no

symbol means no relationship, symbol (-) indicates the presence of a negative relationship and

symbol (--) indicates the presence of a strong negative relationship. The following is the Roof Room

Section of HoQ presented in Figure 3

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Figure 3 HoQ Roof

Analysis of the images showed no strong negative relationship between technical response

attributes. This means that improving one attribute of a technical response to improve the quality of

service will not have a strong negative and negative impact on other attributes of technical response

because of the positive relationship they have.

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Figure 4 House of Quality

After everything is filled in completely with problem mapping, how to solve and priorities, it is

compiled into a complete House of Quality as we can see in figure 4 above.

4. Conclusion

Based on the application of Quality Function Deployment (QFD) in Skenario Kopi cafes, the

following conclusions can be drawn: Attributes of customer needs based on the Direct Evidence

Dimension have attributes in the form of the availability of modern bathrooms, prayer room facilities,

spacious parking facilities, comfortable seating facilities. The Empathy dimension has attributes of

employee friendliness, employee communication ability and employee hospitality. The Quick

Response dimension has attributes of employee speed in serving consumers and employee

willingness to help consumers. The Reliability dimension has informative employee attributes about

the menu, satisfactory taste and presentation of food according to the menu. In the last dimension,

the Guarantee Dimension has attributes such as money-back guarantees, punctuality guarantees, and

halal certification on products. Skenario Kopi Cafe needs to focus on 5 key attributes identified

through Quality Function Deployment (QFD) and House of Quality (HoQ) from the 15 analyzed

attributes that can be seen through HoQ Right Room. These attributes are key in meeting consumer

needs. The first priority attribute is halal assurance on food and beverages, the second priority is

employees who are informative about the menu, the third priority is employee friendliness, the fourth

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priority is the ability of employees to communicate well, and the last priority is facility improvement.

The results of the HoQ Lower Room analysis also show a technical response which is the main point

as a priority for the Skenario Kopi café to increase customer satisfaction is to conduct communication

training to employees, make improvements to important facilities of the Skenario Kopi café and

conduct regular evaluations of employee performance and service. This information can help

companies to focus on developing the attributes that are most important to consumers, thereby

increasing the chances of the product/service to succeed in the market, improving the quality of the

product/service, increasing consumer satisfaction and increasing competitiveness.

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