PRACTICE AND CHALLENGS OF QUALITY IMPROVEMENT IN COFFEE ROASTING : IN THE CASE OF MELANGE COFFEE AND ELIANA COFFEE ROASTERS COMPANIES

Abstract

This thesis examines the understanding of practice and challenges of quality improvement in the context of roasted coffee companies from the perspectives of Top management, customers and suppliers. The research findings indicate that the company demonstrates a good understanding and awareness of quality improvement, as reflected in a mean value of 3.59. The company regularly measures customer satisfaction and needs, with over 80% of customers confirming this practice. Furthermore, 90% of customers reported that their opinions are seriously considered, and more than 70% stated that the company responds promptly and positively to customer complaints. These results highlight the company's well-established communication channels, as attested by over 80% of customer respondents. A majority of respondents demonstrated a positive belief in quality improvement, indicating the company's overall commitment in this area. The understanding of customer needs was rated highly, with a mean value of 3.5, enabling the company to produce the desired products. Effective customer needs assessment facilitated the identification of critical points and problem-solving in quality issues. Respondents also indicated that their companies have quality objectives to enhance competitiveness and attract new customers. Clear quality improvement policies served as strategies for enhancing product quality and ensuring consistency. Some of the challenges faced by the company in distributing raw coffee to customers included a limited number of farmers producing high-quality raw coffee and difficulties in identifying and solving defects in green coffee. Analyzing visual inspections of green coffee also posed challenges. Following the quality standards of raw coffee and grading accordingly were identified as the least frequently encountered challenges. In conclusion, this research highlights the company's strong understanding and awareness of quality improvement from both customer and supplier perspectives. It underscores the company's dedication to measuring customer satisfaction, promptly addressing complaints, and producing quality roasted coffee. Furthermore, it emphasizes the importance of customer needs assessment, setting quality objectives, and building trust with suppliers and customers. By identifying and addressing challenges in the distribution process, the company can continue to improve its product quality and maintain its competitive position in the market.