A Study of Customer Perception of Service Quality of Coffee Shop in Selected Urban Barangays In Talavera, Nueva Ecija: Basis for Enhancement of Service Quality Management Practices

AUTHOR(S)

BERCASIO, RHEANN B. FELIXMINIA, LADYANNE I. GARGOLES, ROVELYN A. LAURENTE, JENNELYN D. REYES, JAVER VILLAMAR, CRISTINA C. RIVERA, ROMMEL G., PHD. ABAT, ROWENA B, PHD. DR.REYES, ROBERTO V. DR. TARUC, ROLLIEZA GRACE D. SAVELLANO, JOY N., PHD. MALILAY, JOANE R., MBA.

ABSTRACT

——This study determined the customer perception of service quality of coffee shops in Talavera, Nueva Ecija and analyzed its relationship with customer satisfaction, loyalty, and purchase intentions. A descriptive-correlational research design was utilized, with data collected from customers in selected urban barangays in Talavera, Nueva Ecija, namely Andal Alino, Esguerra District, Maestrang Kikay District, Marcos District, Pag-asa District, Poblacion Sur, and Pulong San Miguel. The reliability of the research instrument was established through survey validation and structured questionnaire administration.Findings revealed that customers generally perceived the service quality of coffee shops as high. Among the SERVQUAL dimensions, reliability and responsiveness obtained strong associations with customer satisfaction, while assurance, empathy, and tangibles also demonstrated positive relationships with customer loyalty and purchase intentions. Statistical analysis confirmed a significant positive correlation between service quality and customer satisfaction, loyalty, and purchase intentions. Overall, the findings served as the basis for proposing enhanced service quality management practices focused on staff training, service efficiency, and improvement of physical facilities to sustain customer satisfaction and strengthen customer loyalty among coffee shops in Talavera, Nueva Ecija. Keywords: Customer perception; service quality; SERVQUAL dimensions; customer satisfaction; coffee shops; Talavera Nueva Ecija