1.0 Introduction
The purpose of this report is to investigate which coffee shop is satisfied with student. It is about environment, price, taste and factors. The aim is how to create a good coffee shop for student. The intended readers are teacher, students and coffee shop customer service. There are five coffee shop in our school, boxingdi, MAAN coffee, campusstory coffee, Jiananmeidi and water through stone coffee.
2.0 Procedures
There are several sources of collecting information about coffee shop. The internet is import, it is convenient and fast. Some practical point of view need do questionnaire. Questionnaire can reflect the issues. Access to book is a effective way to collect information, some question need observation.
3.0 Literature review
3.1 customer service
Customer service can be defined as ' values ' which follows the customer. Daniel. Y. D (2006) had concluded that the main goal of customer service is to satisfy the customers. It gathers and manages the optimal cost in the predetermined. In the broad sense, every thing can raise the satisfaction of customer can be in the range of the customer service. To raise the satisfaction, it require to reduce the different between the expectation of customers and the practical situation they are treated. (Bryman, 2007)
1
Customer service is often an important strategy and a value proposition for a company. From the sales process, customer service can be seen as an important part. It can checkout the organization whether has a perfect process of sale and ability to settle the problem from the customer. So to improve the system of customer service, a necessary premise is that the staffs should be absorbed in the every detail of the customers and to service from the heart . To improve themselves and increase there responsibilities. Give the customers a exceeds expectations service to keep the customer to long stay. This will be the base of the perfect customer service.(Rossman,1991)
3.2 college customer service
A college at least have two kind of customers, the first are students and business practitioners. The other is academics. College customer service not only about students canteen, dormitory, store and others facilities. Knowledge and academics are more important for student. (cathrye,2005). Students are customers for school, they give money to school and school provide service. So school service should transparency.(peter,2007). Scott said that if customer service failures, the school should analysis it. The impact of service operations failures satisfaction: evidence on how failures and their source affect what matters to customer.
3.3 coffee shop create
Coffee is one of the three major beverage in the world, as time advances and the opening up of china into the western culture, people bagan to accept coffee, understanding and consumption. Coffee shop should have own brand, that is important. Starbucks is around all the world, it business philosophy and service focused on six areas, brand positioning, brand experience, brand equity accumulation,
2
brand communication, brand and brand extension chain. Starbucks on the successful experience of the brand strategy is: the third space, a unique brand positioning, experiential consumption around with customer, employees and suppliers, the relationship between asset accumulation, coffee, religion, word of moth spread, strict and flexible way to join the brand extension of rich Starbucks brand value.(Ray, 2005). The customer service is important, but a coffee shop should have good environment, well taste, and more others.
4.0 Research
4.1 Method
My method of data collection have three: interview, questionnaire and observation. I interview our schoolmate, ask them how they fell about our school coffee shop and which coffee shop they usually consume. But I think interview not comprehensive, so I do some questionnaire to survey the question. The questionnaire involve coffee shop location, taste, environment and others. Questionnaire can make survey more clear and definite. That is a effective way. The observation is also important, some substance question need observe, then obtain conclution.
4.2 Limitation
The limitation of questionnaire is I just survey HND students, most of HND students live in xuezhi, so the result may influence by location. Questionnaire give out to girls than to boys. Girls may pay more attention on environment, boys may most mind taste. So some result may not very accuracy.
3
4.3 data analysis
4.3.1 The introduction of questionnaire
I give out 105 questionnaires to students, all the questionnaire give to HND students, include classmates, roommates and other students. The girls are doing 70 share, boys are doing 35 share. Because more girls like stay in coffee shop. They always doing homework or talk with student in coffee shop. Boys more like pubs. So give more questionnaire to girls. The questionnaire is about school coffee shop. Survey about which coffee shop is suitable for HND students. My questionnaire have 10 question. The first is ask how often students go to coffee shop. The second is talk about with coffee shop popular. The third is ask about who they will go coffee shop with. The forth, sixth, seventh, eighth, ninth are talk about the reason of coffee shop they choice. The fifth is say characteristics.
4.3.2 Analysis data and survey result
The questionnaire data show that the campusstory coffee is most popular, some student also like study at Boxingdi. Some student like go to MAAN coffee. It is the third. Little student will go to water through stone. Seldom student like go to Jiananmeidi. (See Appendix C)
If the student go to coffee shop to study, they like go to Boxingdi, because many students study at there, they can conclusion at Boxingdi, and the price is low than others. If have a meeting with friend or boy/girl friend, most of student may choice xiaoyouji, xiaoyouji have sofa and environment is best. It warm than others, and quiet. If only want to drink coffee, MAAN coffee is popular. Jiananmeidi is suitable for make business. Little student choice shuichuanshi. The data show that girls go to
4
coffee shop usually, boys only waiting at there, or complain with girls. Every coffee shop have it own special. But do not have a coffee shop perfect, so many student have suggestion. Like shop’s internet, chairs, taste and others. (See Appendix B and Appendix D)
4.3.3 Analysis reason
survey show that the popular coffee shop in our school is campusstory coffee, most students choice it because the environment is good, food taste is well, it have wi-fi, and it open 24hours. In our school, only this coffee shop open 24hours, so if students need study at night or have a meet, they will choice it first. The installation is good than others. It has sofa, table lamp and light let student feel warm. So it most popular than others. The second popular coffee shop is Boxingdi. It is nearest HND main dormitory, so the location is best for HND students, but it at underground, some student do not know it. The food is not well but cheap than others. The coffee is taste well.
It is a little noise. MAAN coffee have it own characteristic. MAAN coffee shop’s coffee is the best in school. It smell savoury. If you order something, they will give you a colorful bear replace receipt, that really special, make students have a good mood. And MAAN coffee shop have many foreign students at there, we can make friends with them. Most people do not like go to water through stone, because it far away from HND class and dormitory. It environment and taste not good. So HND student do not go to there. Seldom student go to Jiananmeidi. Because the place is small, and it suitable for talk about business, not suitable for study or have a meet.
5
5.0 Conclusion
In our school, most girls like go to coffee shop, the environment is the important than others. The whole factor is also important. Most students go to coffee shop for study. So it needs quiet. In the winter, good location is a superiority. Internet is must when students study now, so wheter have steady wi-fi is also need consider.
6.0 suggest
Our school have 5 coffee shop, but these are not very satisfied with student. Good service can take more benefit for shop. So the coffee shop should provide their service. That include change environment, make more good food, shop assistant provide good service. Coffee shop should have it owner brand and characteristic. Like Starbucks, that will attract more students. Coffee is develop in china now, coffee shop is not only a place to drink coffee, people like go to there to relax, so Starbucks the third space is popular. School should popularize coffee culture, let our school student have a good coffee shop atmosphere to study and relax.
6
7.0 References
Bryman, A and Bell, E (2007) business research methods , 2nd Edition, new York, Oxford university press.
Daniel. Y. D (2006) International journal of market research, Vol.43, Quarter4, pp.361-375.
Rossman, S.（2002）learning and Development, London, CIPD.
Cathrye, D (2005) school customer service, 3rd Edition, Gower.
Ray, T. (2005), managing knowledge, sage, London.
peter, Z (2007), industrial and commercial training, Vol. 40, No.1,pp.39-40.
7
8.0 Appendices
8.1 Appendices A
The Campus culture of the coffee shop in HND students
I'm sorry to take up your valuable time, hope you can contribute your power in campus cafe culture to Renmin University. Appreciate!
1. How many times you go to café inside of campus normally?
*always *not many times *rarely have chance to go there
2. Which café is your choice normally?
*XIAOYOUJI
*BOXINGDI
*JIANANMEIDI
*MANCOFFEE
*WATERSTONE
3. Who will go to the café with you when you are going to café?
*alone *friends *classmates *lover *somebody relate to your work
4. What is the reason you select in the second question do you think it is attracting you?
*price - please go to question 9
*surrounding (including hardware facilities) – please go to question 5
*services - please go to question 6
8
*catering - please go to question 7
*position - please go to question 8
5. Please write one or more than one aspect attracts you in the environmental characteristics.
_____________________________________________________________________
6. What are there special place you consider they have in services?
_____________________________________________________________________
7. What kinds of food in this café you prefer? Chinese food or western food? or have any other feature?
_____________________________________________________________________
8. The reason you come to this coffee shop is just because relatively close? Any other ideas?
_____________________________________________________________________
9. What suggestion and opinion you have and want to put forward to the café inside of campus?
_____________________________________________________________________
Thank you for your cooperation, God bless you!
9
8.2 Appendices B
10
8.3Appendices C
11
8.4 Appendices D
12