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Abstract

The main objectives of the study are: to identify the service quality of J’Donuts Coffee Shop and to analyze the effects of service quality on customer satisfaction. To achieve these objectives, the survey data were used. Data were collected from 250 customers who are visiting to J’Donuts Coffee Shop at the Gamone Pwint Shopping Mall in Hlaing Township, Yangon by using convenience sampling method. The structured questionnaires with Five-Point Likert scale were used to collect data. Descriptive statistics, correlation analysis and multiple regression analysis were applied. Cronbach’s Alpha values of the selected variables (tangibles, reliability, responsiveness, empathy, assurance and customer satisfaction) are more than 0.7. According to overall mean value results, respondents perceived that J’Donuts Coffee Shop provided all dimension of service quality to customers. According to the result of correlation, service quality of tangible, reliability, responsiveness, empathy and assurance have positive and strong correlation with customer satisfaction. According to the result of multiple regression analysis, tangible and assurance have positive and significant effect on customer satisfaction in J’Donuts Coffee Shop.

Author: WAH WAH WIN KYAW