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Self Congruity In A Coffee Shop

1542 Words7 Pages

A) Purpose/problem statement

The purpose to create carry out this research is to determine the rate of coffee consumption in Subang Jaya is increasing or decreasing. This study aims to understand what may influence consumer’s perception regarding to coffee in the area. Other than that, this study may help future coffee shop owner to gain an upper hand when they want to open up their shop in Subang Jaya by creating value to the customer when launching their menu. The concept of value is majorly based on how to fabricate products with high quality (Crosby, 1979; Feigenbaum, 1951; Juran et al., 1974). In the era of service economy, how to meet customers’ expectations and to measure customers’ satisfaction turns to be the locus of value creation …show more content…

This will prove that a customer will choose a shop that has similar characteristic as themselves compared to another shop that has less resemblance. This is to find out and research on how a customer look at different coffee products in a coffee shop before they consume, such aspects may be related to quality of coffee, latte-art that is provided. Furthermore, this research is dedicated to understand different attitude of customer when they are satisfied or dissatisfied with the product provided by a coffee house will affect their retaliation to the shop. Next, this research will confirm on whether custom perception of value will be affected by service quality provided by the staff of the store, such service quality may include attitude of staff, hygiene of staff and manners of staff. Moreover, this research will ratify does product quality would affect the customers perception on value, such quality may include taste of coffee, quality of coffee bean, origins of coffee bean and many others. The content of this research will further discuss on how the perceive value of coffee will be related to the customer preference. Lastly, we will determine whether the customer’s favor towards a coffee shop will related to its future consumption of coffee. According to the few research objective, there are 7 proposed hypothesis as stated in the …show more content…

Peppers and Rogers (1993, 2005) propose an IDIC (Identification, Differentiation, Interaction and Customisation) model as a one-to-one marketing framework. That is, customers are not the same. Some are more valuable and they deserve to receive more attention. For instance, some people shop in one retailing store frequently, but other people shop in the same shop occasionally. The former may belong to the group of important customers, and the latter may be less important on the basis of transaction frequency. According to concepts of one-to-one marketing, it is essential to treat different customers in different ways. Some empirical findings also reveal the method for firms to manage a long-term customer relationship based on individual customer revenue (Yu, 2007). One of the easy ways to differentiate the importance of customers is the frequency of transaction. The benefits of retaining frequent customers include one-time cost of acquisition, and the fact that they have greater profit potential with spending more in the same shop (Barnes,

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