IJISET - International Journal of Innovative Science, Engineering & Technology, Vol.

4 Issue 12, December 2017

ISSN (Online) 2348 – 7968 | Impact Factor (2016) – 5.264
www.ijiset.com

Improving The Quality of Coffee Shop Service

With The Implementation of Quality Function
Deployment: A Case Study in XYZ Coffee Shop
Humiras Hardi Purba1, Silvester Eka Jemali1, Dody Saptadi Nasuka1 and Moh. Ayip Fathani1
1
Master of Industrial Engineering Program, Mercu Buana University
Jln. Menteng Raya No 29, Jakarta Pusat, DKI Jakarta, 10340, Indonesia

Abstract products sold, but also to spend time together community

or just hang-out or the term is now called hanging out
The coffee is a commodity essential to the economy of Indonesia. (Kompas, 30 November 2009). In the last four years,
Globally, Indonesia is the fourth manufacturer in the world after coffee consumption in the country has increased from 600
Brazil, Vietnam and Colombia. The added value of a commodity grams per person to 1.3 kilograms per person. If every one
the coffee will be even greater when processed into end products cup of 14 grams of coffee, then the Indonesian drink 114
in the form of various flavors of coffee products and sold to
cups per year (Indonesia Speciality Coffee Committee,
consumers at outlets service coffee shop. This research aims to
develop the design of a coffee shop with Quality Function 2017). This is due to the growth of middle class society
Deployment (QFD) method. The priority of the development of and the proliferation of coffee shop specialty that began to
the design of the coffee shop XYZ based on QFD method grow seven years ago. Growth of coffee shop in Indonesia
obtained : Completeness of facilities (19.9%) where required the is expected to grow 100%. It has now reached more than
development of infrastructure both wifi, inetrior, and others. 200 registered associates (Sindo News, October 10, 2014).
Reliable waiters and baristas (16.6%), where training is required Here is an example of one of the coffee shop that has been
for individual development in order to increase service capacity. in Indonesia, with the picture shown figure 1.
Accuracy of service (15.1%), where required good cooperation
from management and employees to get maximum target.

Keywords: Coffee Shop, Service, Quality Function Deployment,

Development.

1. Introduction
In the last few years there is a growing business model that
is significantly wrong is a coffee shop. It can be observed
with more coffee shop outlets from overseas such as
Starbuck or local such as Coffee Itam, Maxx Coffee and
others. Based on Otten Magazine's history of coffee Fig. 1. One of favourite coffee shop (Grand Indonesia,
evolution, the world's first recorded coffee shop was Jakarta)
known to have appeared in 1475. The coffee shop is
named Kiva Han andis in the city of Constantinopel (now In Indonesia, coffee shop or often called a coffee shop or a
Istanbul, Turkey). This coffee shop is known to be the kedai kopi in that coffee shop is a place that sells coffee
first coffee shop to open and serve its visitors with typical and other types of beverages, as well as snacks at low
Turkish coffee. At that time, coffee was an important prices. In addition to food and drinks that have a delicious
element in Turkish culture to the present day many coffe taste, will be unique coffee shop if have a good waiter in
shops are appearing all over the world. The presence of terms of facilities and services for customers to be
coffee shop in Indonesia is not separated from the comfortable and form a community of customers that will
expansion of Starbucks Coffee company that entered into increase economic growth at the coffee shop. On this
Indonesia in 2002. Customers come not only to get the occasion will be presented a design place and facilities in

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 IJISET - International Journal of Innovative Science, Engineering & Technology, Vol. 4 Issue 12, December 2017
ISSN (Online) 2348 – 7968 | Impact Factor (2016) – 5.264
www.ijiset.com

accordance with the needs and convenience of today's condition of the average customer who gives longer time
consumers. The purpose of this research is to produce a to enjoy the coffee, some character than this customer is
service design facilities and services based on the needs need a place that is relaxed and sufficient to be connected
and desires of consumers. with the world of "social media" and can communicate as
comfortable as possible with peers. The challenges facing
2. Problem Statement local coffee entrepreneurs themselves with the
increasingly rampant coffee shop business that previously
2.1 Formulation of the Problem existed Starbucks, Coffee Itam, and the like for the middle
class up and roadside for the middle to lower, to attract a
One way to win the competition is that the company must variety of customers to get into place. With the QFD
be able to provide satisfaction to its customers, for method is expected to emerge the form of strategic
example by providing better quality products, cheaper analysis in increasing service for customer purchasing
price, faster product delivery and better service than its power increases in the company that will be created later.
competitors will cause customers to be more satisfied
(Nugroho and Puriarta, 2011: 28). In the face of In general, QFD is a tool or method used to focus attention
increasingly fierce competition, the management of coffee on the things that the needs and desires of consumers in
shops is required to be more responsive to know what the the preparation of service standards. According to Cohen
needs, desires and tastes of consumers in the present and in (1995), QFD is a method used to develop and plan
the future (Indah Sevia Wulandari, 2012). Taking business products so that the development team can specify in detail
opportunities in today's consumer lifestyle models. the needs and desires of the customer. According Ermer
According to Sumarwan (2002: 57) lifestyle is often (1995), QFD is a method of quality improvement based on
depicted with the activities, interests and opinions of a the search input directly from the consumer for further
person and more describes a person's behavior is how they thought how to meet the input. Meanwhile, according to
live, use the money and take advantage of time in his Daetz (1995), QFD is a systematic planning process
possession. One modern lifestyle to date is the habits of created to help companies manage all the elements
certain groups of people who hang out in coffee shops or necessary to define, design and create products or provide
cafes. The same thing is supported by the opinion of services that can meet customer needs.
Rhenald Kasali (2008: 27), a marketing expert said that
coffee is now no longer just to eliminate sleepiness, but as 2.3 Methodology
part of the lifestyle, where coffee shops become a place to
hang out that is in great demand. Based on some of the 2.3.1 The establishment of House Of Quality (HOQ). In
above literature other than taste pleasure, improving the the formation of HOQ consists of several processes,
quality of service needs of facilities both facilities and namely:
service in coffee shops is needed.
A. Technical Specifications.
Through this research will create a coffee shop design that
offers facilities tailored to the needs of today's consumers. Engineering specification consists of attributes,
In the process of designing the product consumers coffee matrices, technical specifications, units and criteria.
shop involved in order to be designed products in Relationship is an assessment of the strength of the
accordance with the wishes and needs specifications. To relationship between attributes with technical
design the product, the method used is Quality Function specifications. assessment of the relationship with a
Deployment (QFD) which is a direct design method scale of 0 (Unrelated), 1 (Weak), 3 (being), 9 (very
involving the consumers associated with the service strong).
quality aspects of the place and services. Consumer
engagement is needed to know the perceived, desired, B. Planning Matrix.
needed, and consumer impression of a product so that it In determining the mathematical planning done
can simplify the process of product design several processes, among others:

2.2 Literature Studies • Importance to costumer (Level of Interest of

Consumer Attribute) Assessment of product
In the coffee shop industry business other than the taste importance is subjected to the attribute of the
presented required a form of strategic services both in coffee shop model
infrastructure and adequate services. Seeing the current • Current Satisfaction Performance (Consumer
Satisfaction) This column contains the results

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 IJISET - International Journal of Innovative Science, Engineering & Technology, Vol. 4 Issue 12, December 2017
ISSN (Online) 2348 – 7968 | Impact Factor (2016) – 5.264
www.ijiset.com

of the satisfaction questionnaire conducted in

order to know the assessment of existing G. Selection concept some of these alternatives
products related to the design of the should do a selection concept or concept
attributes of the HOQ table. Here is how to selection. The selection of the concept is to
calculate customer satisfaction. Performance compare the resulting prototype. In the process of
Weight is obtained by the formula = Number selecting the concept is the assessment of the
of Respondents * Performance (scale) (3) matrix on the resulting prototype. The assessment
Number of Respondents is the value of uses a rating scale. This method lists all of the
satisfaction level on the product used today. desired customer attribute (CA) attributes,
generated by market research, then converts it
C. Goal into a list of engineering attribute (EA)
Goal is the target value of satisfaction to be engineering attributes that can be used by policy
achieved for the product and developed. Goal can makers. The main contribution of QFD is to
be measured on a scale of 1 to 4, (1 = very improve communication between marketers,
unsatisfactory), (2 = unsatisfactory), (3 = more engineers, and production people (Kotler, 2005).
satisfactory), (4 = very satisfactory). Here is Quality Function Deployment structure
• Improvement Ratio shown Fig. 2.
The value of improvement ratio shows how much
improvement or improvement should be done in
developing the product. If the result is <1 = no
change, 1-1.5 = moderate improvement,> 1.5 =
overall improvement. The way to know the value
of improvement ratio is as follows’.
• Sales Point
Sales point is an attribute that is considered to
have a high selling value, especially for sales.
Sales point value consists of, 1 = no sales point;
1.2 = medium sales point; 1.5 = strong sales point.
• Raw Weight and Normalized Raw Weight Fig. 2. Quality function deployment structure
The value of raw weight shows how much
improvement of kitchen table products should be Information of the Fig. 2 : (1) Customer requirements :
done. contains data information obtained from the result market
research on the needs and desires of customers, (2)
D. Technical Correlation (Technical Specification Customer requirements benchmark and competitor
Correlation). analysis: analyze what is needed by consumers and
Technical Correlation describes the correlation compare with competitor brand as one aspect to give
between specifications of techniques that meet solution in the future, (3) Contains the design
other technical specifications. The relationship is characteristics for product or services that will developed,
symbolized. this data is base on customer requirements, there is some
information obtain on the design characteristics, the most
E. Technical Matrix (Order of Importance Level of common alternative is a need for products or services and
Competitiveness and Target for Technical the ability and function of product services, (4) Contains
Requirements). At this stage is the process of the management assessment of the strength of the
determining technical priorities. Priority of this relationship between the elements contained in the design
technique will be a consideration of research in characteristics to the needs of consumers requirements is
the process of developing technical affects. Strength of the relationship is shown by the use of
characteristics. certain symbols, (5) Indicates that the correlation between
of the requirements engineering with the other engineering
F. Product Concept Design : The result of House of requirements contained in the design characteristics
Quality (HOQ) is a proposal about coffee shop matrix, and (6) Contains three types of data namely are
facility services design based on the aspect of order of important (rank) design characteristics,
quality, to know the concept of product to be information requirements of the performance comparison
designed then done the product dimension results, and the target performance design characteristics
calculation process. of new products being developed.

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 IJISET - International Journal of Innovative Science, Engineering & Technology, Vol. 4 Issue 12, December 2017
ISSN (Online) 2348 – 7968 | Impact Factor (2016) – 5.264
www.ijiset.com

Here is the Quality function deployment structure of XYZ

Coffee Shop shown Fig. 3.

Step 2: Improvement Table is used for plotting the issue-

issue from that has been grouped in step 1 to determine the
satisfaction aspects of customer needs in the improvement
effort service quality.

Fig.3. Quality function deployment structure of XYZ

Coffee Shop
Step 3: Weighting of Customer Need is used for
conducting customer need priority to the facility and
3. Result and Discussion services, to know the level of customer interest to the
product by sevice quality given.
The success of the coffee shop business is influenced by
several factors both from taste, facilities and speed of
service and many other things that are disregarded by
coffee shop owners. which has been described in detail in
the HOQ house. Based on the concept of QFD can help
find the best solution by analyzing the information in
detail what the customer needs and comparing with
competitors. Basically, there are have 7 steps that must be
done in QFD, there is affinity diagram, tree diagram, the
weighting of customer need, competitive benchmark,
technical requirement (how’s), interrelationship what’s
and how’s, and design target and the house of quality.

Step 1: Affinity Diagram is used for grouping customer

issues based on data needs (voice of customer) to focus
more on problem-solving product design.

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 IJISET - International Journal of Innovative Science, Engineering & Technology, Vol. 4 Issue 12, December 2017
ISSN (Online) 2348 – 7968 | Impact Factor (2016) – 5.264
www.ijiset.com

By using scale 1-5, and based on brainstorming results in

Product Development, that the top three percentagesin
total benchmarking are: Completeness of facilities
(19,9%), Reliable waiters and baristas (16,6%), Accuracy
of service (15,1%).

Step 5: Technical Requirements (HOWs), to determine

from technical aspect for product development plans to
meet customer needs.

Step 6: Interrelationship WHATs and HOWs, to

Step 4: Competitive Benchmark is used for conducting determining the level of relationship (relation) between
benchmarks with competitors' products based on survey customer needs and needs in terms of technical aspects.
results and brainstorming product development team to see
the position of the product to competitors.

Customer Interelationship Customer

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 IJISET - International Journal of Innovative Science, Engineering & Technology, Vol. 4 Issue 12, December 2017
ISSN (Online) 2348 – 7968 | Impact Factor (2016) – 5.264
www.ijiset.com

By using score : 1 (week), 3 (medium), and 9 (high), based 3. Improvement of toilet hygiene because in general the
on brainstorming results in sections product development customer will like a clean place especially in the toilet
obtained a high correlation is in several things, point 9 get especially if the business is a coffee shop should be
a) completeness of facilities with detail interior and hygiene support is mandatory.
exterior design, availability of wi-fi networks, cleanliness
and comfort of toilets. 4. Speed of service. The ability of the waiters in serving
b) reliable waiters and baristas with detail speed of and barista have a good knowledge of the coffee on offer
service, the ability of the waiters in servinge, barista have may differ from competitors who have a large enough and
a good knowledge of the coffee on offer, friendliness and skilled workforce but this can be improved by increasing
courtesy of the waiter. the existing workforce skills to be more effective and
efficient.
Step 7: Design target and House of Quality, calculation,
and weighting of design targets to determine priorities in 5. Friendliness and courtesy of the waiter can be done with
conducting product development related to customer need the selection of skilled workers who communicate,
(WHATs), technical requirement (HOWs) and experience and have initiative. Willing to accept
benchmarking result to competitors so that the products suggestions and criticism, which remains open to receive
produced in accordance with customer needs and able to input and criticism in order to get more and more customer
compete with competitor services. needs often hidden needs arise from here.

4. Conclusion
With increasing coffe shop business in-depth analysis
needs to be done in order to stay with the competitors,
some things that need to be understood and analyzed how
to get a coffe shop in accordance with the wishes of the
customer. Through this QFD can be analyzed how the
priority positions to be developed in XYZ Coffe Shop,
with the following recommendations:
1. Completeness of facilities (19.9%) where required the
development of infrastructure both wifi, interior, and
others.
2. Reliable waiters and baristas (16.6%), where training
is required for individual development in order to
increase service capacity.
3. Accuracy of service (15.1%), where required good
cooperation from management and employees to get
maximum target.
With the same calculations we can put the values as the
matrix, figure 7 From the comparison result data in QFD References
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 IJISET - International Journal of Innovative Science, Engineering & Technology, Vol. 4 Issue 12, December 2017
ISSN (Online) 2348 – 7968 | Impact Factor (2016) – 5.264
www.ijiset.com

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Humiras Hardi Purba has been an academician

for the last nine years and has ten years of
industrial background at various levels in the
field of Product Planning, Research and
Development. He is presently Faculty in
Industrial Engineering at Mercu Buana University (UMB)
Jakarta, Indonesia. His area of interest is Product Development
and Quality Engineering.

SilvesterEkaJemali was born on February 20th

1987 in Malang. He graduated and studied in
Electrical Engineering Department, Faculty of
Engineering, PoliteknikNegeri Malang,
graduating in 2008 and continue education in
with same Faculty in Brawijaya University,
Malang, graduating in 2010. Continue education
to pursue Master's Degree in Industrial Engineering Department,
Faculty of Industrial Technology Mercu Buana University, until
now.

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