PRIORITIZING ON-CAMPUS COFFEE SHOP ATTRIBUTES FOR QUALITY IMPROVEMENT: AN AHP ANALYSIS OF UNIVERSITY STUDENTS’ PREFERENCES

This study applied the Analytic Hierarchy Process (AHP) in prioritizing the attributes of on-campus coffee shops as perceived by university students. Data were collected using online and paper-based questionnaires. The seven main studied attributes were food and beverage quality, location, environment, staff service, pricing, green practices, and well-known coffee shop chains. The first five attributes were subdivided into multiple sub-attributes. Food and beverage quality was the most important attribute, followed by pricing, location, staff service, environment, green practices, and well-known coffee shop chains. The top five sub-attributes were food and beverage hygiene, good value for money, food and beverage taste, travel convenience, and regular promotional offers. Coffee shop operators and university management can leverage this study’s findings to improve the campus coffee shops’ quality to meet students’ preferences more effectively. Furthermore, this study demonstrates the application of the AHP in decision-making within the context of service quality management.