Undergraduate thesis

This study explored the gap between expectation and perceived service performance in selected coffee shops in Paranaque City. The primary aim was to use the finding as a foundation for developing a proposed Guest Experienced Program. Adopting a quantitative research design, the study utilized a structured survey questionnaire based on the SERVQUAL model by Parasuraman et al. (1988), which evaluates five key dimensions of service quality:tangibility:reliability, responsiveness, assurance, and empathy. The survey was conducted among 150 respondents, primary Generation Z students, to assess how actual service delivery aligned with customer expectation within these local coffee shops. The results revealed that customers generally held high expectations, particularly in areas such as cleanliness (tangibility), consistent service (reliability), and emotional sensitivity (empathy). While overall perceptions of service performance were positive across all SERVQUAL dimensions, minor gaps were identified- most notably in responsiveness and personalized interaction. These discrepancies suggest that while customers were largely satisfied, their expectation slightly surpassed the actual service experience, especially in moments requiring quick staff response and individualized attention. Through gap analysis, the study identified specific areas needing improvement, including staff availability, proactive customer engagement, and emotional connection with guests. In response, the researchers proposed a comprehensive Guest Experience Program aimed at enhancing service quality by focusing on responsiveness, empathy, and consistency. This program includes targeted staff training, feedback mechanisms, and revised operational protocols. The study concludes that effectively closing the gap between customer expectation and perceived performance is crucial for improving customer satisfaction, building loyalty, and gaining a competitive edge in the local coffee shop industry.