Evaluating customer satisfaction in international coffee chains in Malaysia using Servqual model

Wong, Xuan (2025) Evaluating customer satisfaction in international coffee chains in Malaysia using Servqual model. Final Year Project, UTAR.

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Abstract

This study aims to evaluate customer satisfaction in international coffee chains in Malaysia using the SERVQUAL Model, a widely recognized framework for assessing service quality. The research focuses on five key dimensions: tangibles, reliability, responsiveness, assurance, and empathy, which are hypothesized to significantly influence customer satisfaction. These dimensions provide a comprehensive approach to understanding the factors that drive customer loyalty and preference in a competitive industry. To achieve this, five hypotheses have been developed to guide the study and provide meaningful insights. The study targeted Malaysian consumers aged 18 to 64 years old, with 146 valid responses collected through a structured questionnaire. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) version 30, employing Multicollinearity test and Multiple Linear Regression to examine the relationships between the SERVQUAL dimensions and customer satisfaction. Prior to inferential analysis, the Cronbach’s Alpha reliability test confirmed that the measurement scales were consistent and reliable in assessing the proposed constructs. The findings revealed that certain SERVQUAL dimensions, particularly tangibles and empathy, had a significant impact on customer satisfaction, while reliability, responsiveness, and assurance showed weaker relationships. Finally, the study acknowledges several limitations that may have influenced the results and provides recommendations for future research. These suggestions aim to offer deeper insights into customer expectations and help international coffee chains refine their service strategies to enhance customer satisfaction.

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