Strategy Innovation For Taza Mia Coffee

Strategy Innovation for Taza Mia Coffee, Philippines: Service Quality Approach

Prof. Ramon George Atento, MBA,
Faculty of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; [e-mail]

Christelle Mae Angulo
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; [e-mail]

Diane Carandang
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; [e-mail]

Paulinne Jane Porras
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; [e-mail]
Abstract: The study was conducted to propose an enhancement of service quality in Taza Mia Coffee, Sto. Tomas, Batangas, Philippines, a small-scale family-owned company. The findings of the study showed that the expectation, perception, and satisfaction of the customers of Taza Mia Coffee (TMC) to the products and service quality, are significantly related to the quality of the factors, which TMC achieved. Though there are some factors that need to improve, the researchers proposed some recommendations for the enhancement of service quality in TMC. Competitive Profile Matrix was prepared using an online survey of customers of TMC as well as its main competitors in the area. SWOT and confrontation matrix was prepared to ascertain strategic options for the company.

Keywords: Service Quality, Competitive Profile Matrix, SWOT confrontation, Business Strategy

I. INTRODUCTION

The enhancement of service quality is essential, especially in this age of service. Competition among food outlets has become fiercer. Companies need to compete because this is an age of competition, especially on the service side. Consumers not only value products, but also relationship with companies (Atento, 2012). Walker (2013) puts it as buying loyalty with service.

References: Aninias, M.E., Luna, G., and Umali, A. (2013). “Perception of Selected Consumers at Citimart Tanauan on the Effects of Shelf Spacing in their Buying Decision”. Philippines: Lyceum of the Philippines University – Laguna, Makiling, Calamba City. Asya, A. (2013). “Service Quality and Customer Satisfaction. Case Study: Company X”. Retrieved on October 2014 from http://theseus.fi/bitstream/handle/10024/65503/Archakova_Asya.pdf?sequence=1 Atento, R.G. (2012). “Business Improvement and Market Analysis Report for Torres Trading The Park”. Philippines: Lyceum of the Philippines University – Laguna, Makiling, Calamba City. Chingang, N.D., & Lukong P.B. (2010). “Using the SERVQUAL Model to assess Service Quality and Customer Satisfaction”. Retrieved on September 2014 from http://umu.diva-portal.org/smash/get/diva2:327600/FULLTEXT01.pdf David, F Flores, A. (2006). “Client Expectation, Perception and Satisfaction on Rural Bank Products and Services and the Quality of Employee Customer Service”. Philippines: National Library of the Philippines. Geetika, S.N. (2010). “Determinants of Customer Satisfaction on Service Quality: A study of Railways Platforms in India”. Retrieved on October 2014 from http://www.nctr.usf.edu/jpt/pdf/JPT13-1Geetika.pdf Hirpo, B Hsiao, C.T., & Lin, J.S. (2008). “A study of Service Quality in Public Sector”. Retrieved on September 2014 from https://eportal.stust.edu.tw/eshare/EshareFile/2012_12/2012_12_2ec784b6.pdf Iacobucci, D., & Ostrom, A Ignasio-Cosino, J. (2006). “Service Quality of University Foodservice Expectations and Experience of Students”. Philippines: National Library of the Philippines. Kurtz, B. (2011). “Principles of Marketing”. Singapore: Cengage Learning Asia Pte Ltd. Kotler, K. (2009). “Marketing Management”. Singapore: Pearson Education South Asia Pte Ltd. Michelli, J. (2007). “The Starbucks Experience: 5 Principles For Turning Ordinary into Extraordinary”. New York: McGraw-Hill. Ovidijus J. (2013). “Competitive Profile Matrix”. Retrieved on October 2014 from http://www.strategicmanagementinsight.com/tools/competitive-profile-matrix-cpm.html Siapco, Elizabeth J