enhancement of internet cafe in Cabadbaran City: Basis for Marketing Improvement

Topics: Internet, Customer satisfaction, Noriaki Kano Pages: 6 (1357 words) Published: February 9, 2014

CHAPTER I

Introduction

Internet café, often called cyber café, is a place that offers customers hi-speed internet access, other computer services and variety of PC games. It deals with internet time that a customer buys and it can be sold per hour or minute and sometimes longer. Internet café is the most popular in the world of business people, travelers and tourists, but it also finds good and frequent customers in teenagers and adults who spend a lot of the playing computer games.

In many developing countries Internet café’s are the primary of internet access for citizen as a shared-access model is more affordable than personal ownership of equipment and/or software. The business, Internet café also is one of the in demand business in the Philippines. It is mostly find near in schools, churches, malls, or even in a subdivision or in a village. Internet café is simply a must for web mail, instant messaging and the best way to keep in touch both in private and professional’s field.

In Cabadbaran City, Internet Café is one of the small but increasing businesses due to the vastness of the demand of the people and its customer. As the business grows smoothly, it’s obviously that the internet café gives them a good service and enough satisfaction through the internet access and the equipment/computer itself. Aside from the gratification the customers rendered it also gives them an affordable cost of time that the customers may acquire for using the computer. Consequently, the business internet café in Cabadbaran City caters the demand of the customers’ satisfaction.

But unfortunately, while the business Internet Café last in Cabadbaran City, we noticed that the business undergo some difficulties in handling and coping this business. As we observed the said business, most problems they encountered in the first place were lacking of strategies despite of the presence of many competitors and the upgrading of the computer equipments in which it cause of the depreciation of the profit; the availability of the internet access or internet connection of the café and lastly the maintenance and the quality of the equipments of the business internet café thus most customers demands of.

As the problems stated, the business owners must look forward and sight more strategies for the benefits, wellness and goodness through the gradual betterment of their business. As of our concern, the researchers aim and extend their knowledge to help to enrich the goal and the progress of the business, internet café through the research of Enhancement of the Internet café in Cabadbaran City: Basis for the Marketing Improvement.

Conceptual Framework

The Kano Theory of customer satisfaction basically Kano saw Six categories of quality attributes involved this model, the first three of which influence customer satisfaction:

1. Basic Factors- The minimum requirements which will cause dissatisfaction if they are fulfilled or are exceeded. The customer regards these as prerequisites and takes these for granted. 2. Excitement Factors- The factors that increase customer satisfaction if delivered but do not cause dissatisfaction if they are not delivered. These factors surprise the customer and generate ‘delight’. 3. Performance Factors- The factors that cause satisfaction if the performance is high, and they cause dissatisfaction if the performance is high and they cause dissatisfaction if the performance is low. 4. Indifferent Attributes- The costumer does not care about this feature. 5. Questionable Attributes- It is unclear whether this attribute is expected by costumer. 6. Reverse Attributes- The reverse of this product feature was expected by customer. Theoretical Framework

Noriaki Kano is an educator, lecturer, writer and consultant in the field of quality management. He is the developer of a customer satisfaction model (now known as...
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