UPAYA PENINGKATAN KUALITAS LAYANAN DI EQUAL COFFEE & ROASTERY MALANG DENGAN PENERAPAN QUALITY FUNCTION DEPLOYMENT (QFD)

Equal Coffee & Roastery is a popular coffee shop in the Dermo area, Malang Regency. This study aims to identify and improve the service quality of Equal Coffee & Roastery Malang using the Quality Function Deployment (QFD) approach integrated with the Servqual method. Data were collected through questionnaires distributed to 100 respondents using accidental sampling techniques, and analyzed using SPSS. The results of the study can be concluded that the service quality needed and desired by Equal Coffee & Roastery consumers includes aspects directly related to comfort, speed, clarity of information, and service attitude. Customers expect a comprehensive and satisfying experience, which includes cleanliness of the room, speed in serving orders, staff's ability to explain the differences in coffee products, the availability of supporting facilities such as power outlets, staff friendliness, menu clarity, understanding of customer preferences, a comfortable atmosphere, and trust in the quality of products and services. Cleanliness of the room, speed of service, staff's ability to explain types of coffee, availability of power outlets, friendly and polite staff attitudes, clarity of menu information, staff understanding of customer needs, and the completeness of the coffee variety offered. These attributes have satisfaction values that are still below the target and need to be improved immediately. Meanwhile, the other two attributes, namely credibility regarding product quality and a comfortable cafe atmosphere, have met customer expectations and can be maintained consistently.
Keywords: service quality, Quality Function Deployment