The business model of coffee shop chains is to copy the successful environment of the first store. This study summarizes the elements and related impact factors of service quality strategies for coffee shop chains to provide a reference for future entrepreneurship. The fuzzy analytic hierarchy process method, which combines analytic hierarchy process and fuzzy set theory, allows for more accurate descriptions of the service quality evaluation process. Next, decision makers were invited to take part in the measurement of service quality for coffee shop chains. A questionnaire was used to collect quantitative data from 37 managers of coffee shop chains in Taiwan. Such findings underscore the importance of recognizing customers' varying preferences. This study tries to fill the gap by assessing the relative impact of service quality by considering various individual differences. © 2012 Wiley Periodicals, Inc.