Starbucks Quality Management System

This assignment requires a detailed analysis of Starbucks' quality management system. It asks you to explore how Starbucks identifies customer needs and wants through surveys (user and non-user), the importance of incorporating customer feedback, and the value of their complaints procedure in addressing customer concerns. The analysis should include specific examples and demonstrate an understanding of key quality management principles.

QUALITY
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Definitions of quality in terms of business and services.......................................................4
1.2 The processes of inspection and assurance used in the quality management in Starbucks. .4
1.3 A range of approaches to quality management with reference to quality management
theory...........................................................................................................................................5
1.4 The similarities and dissimilarities between the different methods...................................6
TASK 2 ...........................................................................................................................................7
2.1 Customer satisfaction with reference to the target customer................................................7
2.2Explain the meaning of continuous improvement in Quality Management..........................7
2.3 The type of added values gained through effective and efficient operations in Starbucks ..8
2.4 Types of information available to customers and importance of effective marketing.........8
TASK 3............................................................................................................................................9
3.1 How quality management is measured in Starbucks.............................................................9
3.2 Benefit of user and non-user surveys in determining customer needs...............................10
3.3 methods of consultation employed in one quality scheme to encourage participation......10
3.4 Identification of the value of complaints procedures in Starbucks....................................11
TASK 4 .........................................................................................................................................11
Covered in ppt...........................................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Quality management in an organization assures that the product or services of a firm is of
quality nature. . The main components in a quality management are as: quality planning, quality
assurance, control and improvement. It is basically a concept used in an organization to provide
superior products and services to its stakeholders (Sallis, 2014). Quality management is a
process which ensures that the company is providing best quality products and services to satisfy
needs and wants of the customers. This present report mainly focuses on the Starbucks , which is
one of the biggest coffee companies based in America. The management of the cited company
aims to provide quality services to its guests and also renders the best quality coffee like hot and
cold coffee f'rape to their customers. Also different approaches have been discussed in the
context of Starbucks. The concept of customer satisfaction has also been discussed in the report.
TASK 1
1.1 Definitions of quality in terms of business and services
 In the context of business organization, the quality is referred as providing
superior quality services to its respective customers. The main aim is to achieve customer
satisfaction by identifying their needs and wants. From the viewpoint of Starbucks, the
management of the cited firm aims to fulfil the expectations of its guests and visitors.
Starbucks can increase its profitability and efficiency by providing upper-class services to
its guests (Sıtkı İlkay and Aslan, 2012). For attaining the desired results, the company
needs to understand the concepts of quality management.
 Quality management is an important tool for an organization which is related to
superiority in providing products and services to its customers. It is the set of integral
characteristics that can accomplish the needs of customers on the time.
 For an example, Starbucks renders different types of coffee especially the “second
wave coffee” along with various food items. In this case, the managers of Starbucks focus
on providing tasty and excellent quality services and quality experiences by giving dark
roasted coffee (Straskraba, Tundisi and Duncan, 2013).
1.2 The processes of inspection and assurance used in the quality management in Starbucks
 Quality inspection means activity of checking products and services of the
company. The inspection is done by the inspector regarding goods and services of the

business organization whether they are according to the set standards or not. . It can also
be referred to a series of activities which involves measuring, examining, testing one or
more feature of a product or services (Murat Kristal, Huang and Schroeder, 2010). The
process of inspection carried out by Starbucks are:
 Preproduction and services inspection
 Inspection during production process Final random inspection
 Quality assurance is the concept in which the management of Starbucks assures
its customers that they will maintain quality in their services. The quality manager of
cited company is of opinion that the firm will only gain profits till it provides customer
satisfaction. It is basically a process of evaluating overall performance of production on
the regular basis. The quality manager of the cited company aim to keep superior
services by providing a comfortable sitting area with new range of coffee that includes
hot and cold coffee espresso caffe latte etc.,with free Wi-Fi and also with happening
songs to make a happening and pleasing environment there in.
1.3 A range of approaches to quality management with reference to quality management theory
 Quality management is a strategic concept in which company intent to render
quality products and services to its customers and guests. It is a vital tool for the
organization. In the context of Hospitality sector, Starbucks is one of the large companies
in world (Murat Kristal, Huang and Schroeder, 2010). The quality manager of cited
company believes that there are three approaches by which quality of their business
organization can be maintained. A range of approaches are as:
 Quality circles: It helps the management of Starbucks in distributing or decentralising
the authority to make decisions so that they can enable the workforce or employees to
evolve and generate solutions to the issues regarding customer interaction and food
services.
 Just in time: This technique helps the administration of cited company to distribute
inventory which includes raw materials, work in progress, finished products, time and
knowledge.
 Total quality control: This tool aids the given company to distribute the functions into
various departments so that the tasks can be achieved in more efficient and quick manner.

 Total preventive maintenance: It includes scientific prevention through systematised
care of equipment.
1.4 The similarities and dissimilarities between the different methods
 There are many methods and techniques used by Starbucks Company for
implementation of quality in their business operations (Lin, 2010). There are many
similarities and dissimilarities in the methods adopted by the quality manager of
Starbucks. The manager should recognise the differences in approaches used by cited
company. The different methods and approaches used by the company are:
 Quality scheme.
 Quality planning and control. Assurance and inspection
 Similarities:
◦ All these methods are used to ensure quality work in rendering different services to
the guests and visitors of Starbucks. This increases efficiency of the company in each
aspect.
◦ In all methods used by the quality manager, planning and control techniques are
ensured in providing superior services to the customers (Kern, 2014).
◦ Also, through quality assurance and quality control methods, the manager of cited
coffee company can evaluate their decisions to accomplish goals and objectives.
◦ Dissimilarities:
◦ The major dissimilarities between the methods used by the management are that in
quality control scheme, it aims to improve the performance of the company. On the
other hand quality planning is based on the previously quality planned levels to make
more appropriate planning for further production.
◦ Unlike from quality inspection method and approach, Quality assurance technique
only ensures that the products and services are of quality nature.
◦ In quality management , the company aim to manage the quality of whole goods and
services. On the other hand, quality assurance considered only a level of superiority
In its products..

TASK 2
2.1 Customer satisfaction with reference to the target customer
Customer satisfaction is a marketing term in which the way is measured in which
products and services of the company are measured, To meet customers expectation. Starbucks
is mainly preferred by young generation girls and boys (Hoang, Igel and Laosirihongthong,
2010). They prefers coffee and food items there in. So, it has been analysed that target
customers are young generation. The manager of Starbucks aim to satisfy its target customers
because:
 its a leading indicator of consumer repurchase intentions and loyalty.
 It decreases customer churn.
 It increases lifetime value of customer.
 It increases the brand value of their company.
Starbucks aim to satisfy its target customers by following measures:
 The manager of Starbucks satisfies its customers by providing varied range of excellent
quality coffee, smoothies, baked products which attracts the young generation the most.
 Also, company has provided a reasonable premises in their cafe so that a small party can
also be organise in it (Ipeirotis, Provost and Wang, 2010). This is one of the most
important factor to satisfy its customers.
 Starbucks has achieved customer satisfaction by selling its pre packaged edible items ,
Starbucks brand coffee, ice-cream on grocery stores.
 The manager also ensures good interaction of its employees with the customers so as to
create a good image in market.
2.2Explain the meaning of continuous improvement in Quality Management.
Continuous improvement is a process in which organization aim to cherish its products
and services by passage of time. Its an important task of quality manager of the company. From
the aspect of Starbucks , the decision maker of firm aim to uninterrupted betterment of its food
products and beverages so that it can attain ultimate customer satisfaction. Continuous
improvement process is a process which includes an ongoing effort to improve products ,
services or processes (Fürber and Hepp, 2010). It is a part of quality management. By enabling

continual improvement of food products and coffee, Starbucks can ensure quality in their
services that are rendered to its customers.
Also, Starbucks can gain performance advantage by assuring improved organizational
proficiencies and also the integration of all the policies and strategies at each and every level in
organization to react in a prompt manner with opportunities. Starbucks can ensure continuous
transformation in cold coffee, sandwiches and dark roasted hot coffee. The quality manager of
the cited company believes that continuous betterment in its products and service will lead to
perfection in its edible items which will satisfy the taste and preferences of customers.
2.3 The type of added values gained through effective and efficient operations in Starbucks
The quality manager of Starbucks aims to ensure the effectiveness and efficiency in the
business operations in their company so as to achieve the short as well as long ems goals of
organization. The main of company is to satisfy its customer by providing quality goals and
services. The various types of value added are as:
 Environmental added value: It has been achieved by the effective and smooth
functioning of company's operations. This value added emphasise on protection
of environment (Gotzamani, Longinidis and Vouzas, 2010). in the context of
Starbucks, management aim to adopt those methods which does not harm
environment.
 Quality added value: this value is responsible for addition of convenience in
company. The managers focuses on to provide those products which are desirable
for customers. Starbucks provides easy packaging of cold coffee which enable
its customer to easily drink coffee (Harter and et. al., 2011).
 Cultural added value: It is related to the societal values and cultures. It also
refers to situation in which company adopts methods which are related to society.
Starbucks offers different food items according to religion and cultures
(Introduction to Quality management. 2017).
2.4 Types of information available to customers and importance of effective marketing
Starbucks provides various kind of information to its customers through which they are
able to know about the products and services offered by the cited company. The company can
use different mediums through which it can render the message to its customers. The different
types of information that are made available to the customers are:

 The opening of new branch of Starbucks cafe In a particular area.
 New excited menu has been offered to its customers and also amazing offers through
which customer get attracted.
 The initiatives that are taken by the company to work in the direction of betterment and
welfare of the society (Elbir, 2010).
Starbucks has used different types of mediums like social networking sites, newspaper and TV
advertisements so as to make its clients more updated. In addition to this, effective marketing is
very important for the company. enable it to promote its goods and services among its customers.
The marketing is also very important fr Starbucks because it increases the sales of their firm as
products gets radar screen of their prospects. Impressive marketing also lead to increased
reputation.
TASK 3
3.1 How quality management is measured in Starbucks
In order to survive in a competitive world, the quality manager of Starbucks is of opinion
that quality management should be timely monitored. The manager of the company has adopted
various tools and techniques by which quality management can be monitored in their business
organization. These are:
 Quality improvement strategies: by adaption of this strategy the company can monitor
the quality in the management. The manager of Starbucks use improvement strategies to
ensure the quality in their business operations. This strategy enable the company to to
assess the accessibility , availability and quality in resources.
 Benchmarking: by adaption of this method the company can maintain quality in their
business operations (El Ouardighi and Kim, 2010. It is the method in which Starbucks
can compare their performances with the other rivalry companies in the same industry.
 Plan -do -study -act:it is also one of the method which affects Starbucks in a rapid
cyclical nature and also assess the changes. The main purpose is to launch a structural
and informal relationships between changes in processes and outcomes.
3.2 Benefit of user and non-user surveys in determining customer needs
The manager of Starbucks is of opinion that it is very important to identify the customers
needs and wants so that company can be able to meet them and achieve its goals and objectives. .

One of the most popular way to know about the requirements of the consumers is survey. There
are two forms of surveys; user survey and non user survey.
The benefits of user surveys are as:
 By using this survey the cited company will be able to identify the improvements that are
required in their beverages and baked cheese products (de Menezes, 2012). By having
knowledge regarding this, company can use this in the production of the above said
products so as to increase loyalty. Also, customers of the company get quality services at reasonable prices according to
their demand and customers get satisfaction.
The benefits of non user surveys are:
 By using this method, the consumer will be able to know about the current situation of
business in industry.
 Market expectations can be easily figured out as to identify what kind of services can
fulfil the demands of consumers of Starbucks.
3.3 methods of consultation employed in one quality scheme to encourage participation
There are different methods which company uses to identify the participation of different
groups. These people will not like to purchase products of the company as they are not in much
communication with the company. They will not be able to influence the services of the cafe but
their feedback is must for the cited company.
Some of these methods are:
 Form surveys: in this, form is designed to obtain the feedback of the company regarding
their wants and requirements (Boyd and Tucker, 2012).
 Mail surveys: in this method, in which company sent the form through mail Ids of its
customers in order to know the feedbacks.
 Telephonic surveys: in this method, the company conduct a survey over a telephone and
obtain the surveys regarding its beverage and other edible items.
3.4 Identification of the value of complaints procedures in Starbucks
Complaints are always treated part in the company from the side of the customers. The
company need to consider the complaints so that they can work over it and get it overcome
(Bergman and Klefsjö, 2010). The manager have different customer service departments to
handle all the complaints and advise their employees to satisfy them. The management of cited

company also establish a consumer redress al team to listen and fulfil the requirements of their
customers.
TASK 4
Covered in ppt
CONCLUSION
From the above report mentioned report it has been concluded that quality management is
an important task for the company to achieve the goals and achievements in the company. Also,
it has been discussed that company can improvise its quality by adoption of various tools and
techniques. Management of Starbucks should also provide for the training and development
sessions for the employees of the company.

REFERENCES
Books and Journals