Understanding Consumer Choices in Coffee Shops

Created using ChatSlide

This study explores the service quality of coffee shops in Davao City using the SERVQUAL model. It underscores the importance of service quality and examines its dimensions in influencing consumer decisions. The findings indicate high service quality ratings in these coffee shops, though they have minimal impact on customer choices, which are swayed by other factors instead. Recommendations include improving beverage consistency, enhancing ambiance, increasing affordability, and integrating...