Exploring Customer Satisfaction and Loyalty: A Study of Worker Café
Added on 2019-12-04
47 Pages10605 Words163 Views
Professional DevelopmentMarketingData Science and Big DataStatistics and Probability
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RESEARCH PROJECT:TO IDENTIFY THE FACTORS WHICHAFFECTS THE CUSTOMER SATISFACTION ATWORKERS COFFEE
TABLE OF CONTENTSCHAPTER 1: INTRODUCTION....................................................................................................11.1 Factors influencing to select research topic...........................................................................11.2 Present topic and justification................................................................................................11.3 Research Background............................................................................................................11.4 Research Aim and objectives.................................................................................................11.5 Critical Review of Secondary Data.......................................................................................21.5.1 The UK coffee shop industry..........................................................................................21.5.2 Factors affecting Customer satisfaction at Coffee Shop.................................................21.6 Framework and Analysis.......................................................................................................31.6.1 Data Collection...............................................................................................................31.6.2 Sampling.........................................................................................................................31.6.3 Research design..............................................................................................................31.6.4 Data Analysis..................................................................................................................31.6.5 Implementation plan.......................................................................................................4CHAPTER 2: LITERATURE REVIEW.........................................................................................62.1 Introduction............................................................................................................................62.2 UK coffee shop industry........................................................................................................62.3 Customer satisfaction.............................................................................................................62.4 Importance of customer satisfaction......................................................................................72.5 Factors affecting Customer satisfaction at Coffee Shop........................................................92.6 Impact of customer’s satisfaction........................................................................................10CHAPTER 3: RESEARCH METHODOLOGY...........................................................................123.1 Introduction..........................................................................................................................123.2 Research Approach..............................................................................................................12
3.3 Research Philosophy............................................................................................................123.4 Research Design..................................................................................................................133.5 Data Collection....................................................................................................................133.5.1 Primary Data.................................................................................................................133.5.2 Secondary data..............................................................................................................143.6 Sampling..............................................................................................................................143.7 Data Analysis.......................................................................................................................153.8 Reliability and Validity........................................................................................................153.9 Ethical Consideration...........................................................................................................163.10 Research Limitations.........................................................................................................16CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................174.1 Data Analysis.......................................................................................................................174.2 Interpretation and graphs.....................................................................................................23CHAPTER 5: KEY FINDINGS, CONCLUSION AND RECOMMENDATION.......................365.1 Key Findings of the Research..............................................................................................365.2 Conclusion...........................................................................................................................365.3 Recommendations................................................................................................................37CHAPTER 6: REVIEW OF METHODOLOGY..........................................................................38CHAPTER 7 PERSONAL REFLECTIONS...................................................................................1REFERENCES................................................................................................................................2APPENDIX......................................................................................................................................5Questionnaire...............................................................................................................................5
CHAPTER 1: INTRODUCTION1.1 Factors influencing to select research topic There are a multitude of factors that influenced me to choose this project topic. The mainfactor that made me write about this specific topic is the fact that I worked in this type ofindustry and I also plan to work in the future, because this is a huge one and gave you a lot of jobopportunities. The information I learned at my HND courses also motivated me in my selectionbut as well my prior knowledge about this sector helped me in my decision. I think that choosinga topic that comes from my area of interest could provide me more details about my futureresearch. Another factor in my decision is time. Due to the fact that I know the place and the usualcostumers it will save some time in doing the research. Knowing this place I have a personalcuriosity, why people choose this sector instead of a well-known brand. This specific topic itdoesn’t require too many finance because it is about people choices and opinions. 1.2 Present topic and justification Customer satisfaction is the most important thing for the business. Long term satisfactionbrings long term profitability and sales for the company. Satisfied customers open many gates ofbusiness opportunities (Alam, Mohd and Hisham, 2011). This research report is about measuringthe level of customer satisfaction at a coffee shop named Workers Cafe. The UK coffee shopindustry has noticed good generation of revenue and outlet volume in the recent years.1.3 Research Background For the purpose of the study, Workers Cafe has been selected because it is the place Iused to work before. The café is a lovely café located on a High Street near the tube station inNorth of London. It offers traditional English breakfast, lunch and dinner. This research reportexamines which are the factors which affect the customer satisfaction while buying products atWorkers Cafe. 1.4 Research Aim and objectives The major aim of the research is to identify the factors which affect the customersatisfaction at Workers Cafe. Following objectives have been framed:To evaluate the functional advantages given by Workers Cafe to its customers 1
To evaluate the emotional benefits given by Workers Cafe to its customers To discover whether customers are satisfied with the products and services of WorkersCafe or notTo find their opinion about the price and the quality of foodFor my research, I have conducted survey with the help of questionnaire approach. For this,40 people have been selected that visits most of time to café and those who know me. 1.5 Critical Review of Secondary Data 1.5.1 The UK coffee shop industryThe industry is growing at a very healthy rate. Coffee shops from different chains arefighting for enhancing their respective market share in the market. The entry and exit barriers tothe industry are very low due to which the rate of competition is very high in the industry.However it is difficult to bound customers under the loyalty of one particular brand (The BritishCoffee Association, 2015). This shows that strong brand identity and loyalty schemes are veryessential along with the quality of the products. In last five years the industry has seen massive changes. The changes are related tomergers & acquisition, changing customer needs, different branding strategies. At present thereare more than 5000 branded coffee shops in the United Kingdom (Coltman, Devinney andMidgley, 2011). The non-specialists coffee sellers have shown high amount of competition fortraditional coffee shops. 1.5.2 Factors affecting Customer satisfaction at Coffee ShopPrice – It is the most essential functional benefit which is required by every consumer.The influencing power of this factor is high as compared to other factors. It also act as asource of motivation for the buyersComfort-Zone – It is one of the emotional factors for the customers. People visits coffeehouse seeking for relaxation and comfort (Awmechi and Long, 2013)Wi-Fi – It is a local area wireless computer networking technology which helps inoffering network for the electronic devices. It is great weapon for the coffee shops toincrease the sale of their products and services. 2
Brand loyalty – It reflects the commitment of the customers towards a specific brand. It isstrongly related to the customer satisfaction (Assael, 2005)Coffee ingredients – Ingredients of a product also influence the purchase decisions of thecustomers. The use of fair trade coffee beans can increase the demand of coffee amongthe consumers (Bennett and Thiele, 2004). 1.6 Framework and Analysis1.6.1 Data Collection It is the most significant activity throughout the research. There are two kinds of dataprimary data and secondary data. For this research, primary data has been collected throughquestionnaire technique from 40 customers at the Workers Coffee shop (Tarone, Gass andCohen, 2013). Secondary data has been obtained through books, journals, newspapers, etc. Thequestionnaires is a handy and practical method. Speaking about the advantages of questionnaireswe can say that it bring a large amount of information in a very short time. The cost of it is alsovery low. Being done on a number of 40 person the results of the questionnaire can be easilyquantified using a software or even by a researcher and after that analysed objectively than otherforms of research. After the dates from the questionnaire are quantified it can be used to comparewith other research and may be used to measure change.1.6.2 Sampling It is related with selection of sample respondents for the study. For this research,combination of convenience methods is utilized (Kumar, 2005). These are appropriate because ithelps in selecting the sample with goodness of accessibility and also avoid any kind of biasness.A sample size of 40 respondents are determined for the research. 1.6.3 Research design It is adopted to make sure that research is performed with high quality and effectiveness.For this study descriptive design is used because it is related with a particular organization that isWorkers Cafe (Marlow, 2010)1.6.4 Data Analysis All the collected data from the questionnaire technique is analysed in form of graphs,figures, tables, charts etc. It has offered a quantitative outlook for the study (Merriam, 2009). 3
1.6.5 Implementation plan ACTIVITY/WEEK123456789101112Identified the problem Systematic analysis to choosethe topic for the studyChose the research Conduct literature review forsecondary data collectionSet the objectivesPrimary data collected fromcustomers Identified research approachDesign research methodologyPreparation of structuredquestionnaire Make Fill up the questionnairefrom customers Organize collected data in excelsheets Apply suitable technique toanalysis dataInterpretation of the dataEvaluation and finding of theresearchRecommendationandsuggestions for further studyOutline the findings chapterCreate report in a presentablemannerSubmission to instructor andawaiting for feedbackRevising the final draftSubmit report4
Present report to the audience5
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