The quality of coffee offer in the restaurant sectoras a source of competitive advantage

Abstract

The objective of this research is to evaluate the quality of coffee and coffee service in restaurants in Budva. High quality of coffee and coffee service, especially one that is different from that of competitors', can be a significant source of competitive advantage in the restaurant sector. In order to determine the development of coffee consumption, the theoretical part of the research employs the historical method. The research is conducted using a survey in order to gather information on tourists’ attitudes about the quality of coffee and coffee service in the restaurants on Budva Riviera. The collected data indicate the quality of product, process of serving, atmosphere, price, promotional techniques as well as employees' attitude toward consumers. The results show that the quality of coffee correlates with the quality of other elements of service, and that restaurants and coffee shops that serve high quality coffee usually invest in both venue and human resources, which makes them more competitive than their rivals. The results of the research can be useful to other researchers in this field as well as to the restaurants that offer coffee as one of their main products as they can contribute to the improvement of the quality of their service and to a more efficient marketing strategy.