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; george_atento@lpl.edu.ph
Christelle Mae Angulo
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; christelle.angulo@ymail.com
Diane Carandang
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; carandangdiane@yahoo.com
Paulinne Jane Porras
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; paulinne.porras@ymail.com
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.
Prof. Ramon George Atento, MBA,
Faculty of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; george_atento@lpl.edu.ph
Christelle Mae Angulo
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; christelle.angulo@ymail.com
Diane Carandang
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; carandangdiane@yahoo.com
Paulinne Jane Porras
Student of College of Business and Accountancy
Lyceum of the Philippines University-Laguna, Philippines; paulinne.porras@ymail.com
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.
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