Exploring Customer Satisfaction and Loyalty: A Study of Worker Café

The provided assignment content includes a list of academic sources related to business research, including articles, books, and online resources. The sources cover topics such as customer relationship management, firm performance, marketing research, and qualitative methods. Additionally, the content includes a questionnaire designed for customers of Worker Café, which aims to gather feedback on their experiences with the coffee shop. The questionnaire covers factors such as price, taste, quality, and service, as well as questions about customers' preferences and satisfaction levels.

RESEARCH PROJECT:
TO IDENTIFY THE FACTORS WHICH
AFFECTS THE CUSTOMER SATISFACTION AT
WORKERS COFFEE

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Factors influencing to select research topic...........................................................................1
1.2 Present topic and justification................................................................................................1
1.3 Research Background............................................................................................................1
1.4 Research Aim and objectives.................................................................................................1
1.5 Critical Review of Secondary Data.......................................................................................2
1.5.1 The UK coffee shop industry..........................................................................................2
1.5.2 Factors affecting Customer satisfaction at Coffee Shop.................................................2
1.6 Framework and Analysis.......................................................................................................3
1.6.1 Data Collection...............................................................................................................3
1.6.2 Sampling.........................................................................................................................3
1.6.3 Research design..............................................................................................................3
1.6.4 Data Analysis..................................................................................................................3
1.6.5 Implementation plan.......................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 UK coffee shop industry........................................................................................................6
2.3 Customer satisfaction.............................................................................................................6
2.4 Importance of customer satisfaction......................................................................................7
2.5 Factors affecting Customer satisfaction at Coffee Shop........................................................9
2.6 Impact of customer’s satisfaction........................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction..........................................................................................................................12
3.2 Research Approach..............................................................................................................12

3.3 Research Philosophy............................................................................................................12
3.4 Research Design..................................................................................................................13
3.5 Data Collection....................................................................................................................13
3.5.1 Primary Data.................................................................................................................13
3.5.2 Secondary data..............................................................................................................14
3.6 Sampling..............................................................................................................................14
3.7 Data Analysis.......................................................................................................................15
3.8 Reliability and Validity........................................................................................................15
3.9 Ethical Consideration...........................................................................................................16
3.10 Research Limitations.........................................................................................................16
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................17
4.1 Data Analysis.......................................................................................................................17
4.2 Interpretation and graphs.....................................................................................................23
CHAPTER 5: KEY FINDINGS, CONCLUSION AND RECOMMENDATION.......................36
5.1 Key Findings of the Research..............................................................................................36
5.2 Conclusion...........................................................................................................................36
5.3 Recommendations................................................................................................................37
CHAPTER 6: REVIEW OF METHODOLOGY..........................................................................38
CHAPTER 7 PERSONAL REFLECTIONS...................................................................................1
REFERENCES................................................................................................................................2
APPENDIX......................................................................................................................................5
Questionnaire...............................................................................................................................5

CHAPTER 1: INTRODUCTION
1.1 Factors influencing to select research topic
There are a multitude of factors that influenced me to choose this project topic. The main
factor that made me write about this specific topic is the fact that I worked in this type of
industry and I also plan to work in the future, because this is a huge one and gave you a lot of job
opportunities. The information I learned at my HND courses also motivated me in my selection
but as well my prior knowledge about this sector helped me in my decision. I think that choosing
a topic that comes from my area of interest could provide me more details about my future
research.
Another factor in my decision is time. Due to the fact that I know the place and the usual
costumers it will save some time in doing the research. Knowing this place I have a personal
curiosity, why people choose this sector instead of a well-known brand. This specific topic it
doesn’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 satisfaction
brings long term profitability and sales for the company. Satisfied customers open many gates of
business opportunities (Alam, Mohd and Hisham, 2011). This research report is about measuring
the level of customer satisfaction at a coffee shop named Workers Cafe. The UK coffee shop
industry 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 I
used to work before. The café is a lovely café located on a High Street near the tube station in
North of London. It offers traditional English breakfast, lunch and dinner. This research report
examines which are the factors which affect the customer satisfaction while buying products at
Workers Cafe.
1.4 Research Aim and objectives
The major aim of the research is to identify the factors which affect the customer
satisfaction at Workers Cafe. Following objectives have been framed:
1

 To evaluate the functional advantages given by Workers Cafe to its customers
 To evaluate the emotional benefits given by Workers Cafe to its customers
 To discover whether customers are satisfied with the products and services of Workers
Cafe or not
 To find their opinion about the price and the quality of food
For 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 industry
The industry is growing at a very healthy rate. Coffee shops from different chains are
fighting for enhancing their respective market share in the market. The entry and exit barriers to
the 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 British
Coffee Association, 2015). This shows that strong brand identity and loyalty schemes are very
essential along with the quality of the products.
In last five years the industry has seen massive changes. The changes are related to
mergers & acquisition, changing customer needs, different branding strategies. At present there
are more than 5000 branded coffee shops in the United Kingdom (Coltman, Devinney and
Midgley, 2011). The non-specialists coffee sellers have shown high amount of competition for
traditional coffee shops.
1.5.2 Factors affecting Customer satisfaction at Coffee Shop
 Price – 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 a
source of motivation for the buyers
 Comfort-Zone – It is one of the emotional factors for the customers. People visits coffee
house seeking for relaxation and comfort (Awmechi and Long, 2013)
 Wi-Fi – It is a local area wireless computer networking technology which helps in
offering network for the electronic devices. It is great weapon for the coffee shops to
increase the sale of their products and services.
2

 Brand loyalty – It reflects the commitment of the customers towards a specific brand. It is
strongly related to the customer satisfaction (Assael, 2005)
 Coffee ingredients – Ingredients of a product also influence the purchase decisions of the
customers. The use of fair trade coffee beans can increase the demand of coffee among
the consumers (Bennett and Thiele, 2004).
1.6 Framework and Analysis
1.6.1 Data Collection
It is the most significant activity throughout the research. There are two kinds of data
primary data and secondary data. For this research, primary data has been collected through
questionnaire technique from 40 customers at the Workers Coffee shop (Tarone, Gass and
Cohen, 2013). Secondary data has been obtained through books, journals, newspapers, etc. The
questionnaires is a handy and practical method. Speaking about the advantages of questionnaires
we can say that it bring a large amount of information in a very short time. The cost of it is also
very low. Being done on a number of 40 person the results of the questionnaire can be easily
quantified using a software or even by a researcher and after that analysed objectively than other
forms of research. After the dates from the questionnaire are quantified it can be used to compare
with 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 it
helps 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 is
Workers 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/WEEK 1 2 3 4 5 6 7 8 9 10 11 12
Identified the problem
Systematic analysis to choose
the topic for the study
Chose the research
Conduct literature review for
secondary data collection
Set the objectives
Primary data collected from
customers
Identified research approach
Design research methodology
Preparation of structured
questionnaire
Make Fill up the questionnaire
from customers
Organize collected data in excel
sheets
Apply suitable technique to
analysis data
Interpretation of the data
Evaluation and finding of the
research
Recommendation and
suggestions for further study
Outline the findings chapter
4

Create report in a presentable
manner
Submission to instructor and
awaiting for feedback
Revising the final draft
Submit report
Present report to the audience
5

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Customer satisfaction is the most crucial thing for the business. Long term satisfaction
can bring high level of profitability and sales for the business. Satisfied customers can lead the
business to higher level and can open many gates of expansion (Alam, Mohd and Hisham, 2011).
This research study is about measuring the level of customer satisfaction at a coffee shop named
Workers Cafe. The UK coffee shop industry has generated good amount of revenue and outlet
volume in the past few years. For the purpose of the study, Workers Cafe has been selected
because it is the place I used to work before. The café is a lovely café located on a High Street
near the tube station in North of London. It offers traditional English breakfast, lunch and dinner.
This research report examines which are the factors which affect the customer satisfaction while
buying products at Workers Cafe.
2.2 UK coffee shop industry
The industry is growing at a very healthy rate. Coffee shops from different chains are
fighting for enhancing their respective market share in the market. The entry and exit barriers to
the 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 British
Coffee Association, 2015). This shows that strong brand identity and loyalty schemes are very
essential along with the quality of the products.
In last five years the industry has seen massive changes. The changes are related to
mergers & acquisition, changing customer needs, different branding strategies. At present there
are more than 5000 branded coffee shops in the United Kingdom (Coltman, Devinney and
Midgley, 2011). The non-specialists coffee sellers have shown high amount of competition for
traditional coffee shops.
2.3 Customer satisfaction
According to Bennett and Thiele, (2004), Customer satisfaction is a term which is used
under marketing in frequent manner. It is measure of how products and services supplied by an
organization meets the customer expectation. It has been identified as a key performance
indicator within the business. According to Brinkmann, (2004), It is regarded as a key
differentiator in a competitive marketplace where companies compete for the customers. It has
6

become a key element of the business strategy. Satisfaction is important in order to gain brand
loyalty. When a particular brand has loyal customers, it gains word of mouth publicity.
According to Kapferer, (2008), the importance is given to their satisfaction because these
people are responsible for bringing business. Their behaviour carries a huge impact on the sales
and profitability. It will not be possible for the company to achieve growth and expansion
without the support of customers. According to Malefyt, (2009), it can be defined as the degree
of satisfaction provided by the goods or services of a company as measured by the number of
repeat customers. The customer satisfaction act as a leading indicator of consumer purchase
intentions and loyalty. Different firms can have different understanding for customer satisfaction.
In the present context, it has become important for the companies to come out with something
different and unique (Awmechi and Long, 2013). People try to find how their needs can be
fulfilled by the firms.
According to Christodoulides and de, Chernatony, (2010), another most important aspect
of the customer satisfaction is the customer relationship management. Long term relations with
the customers helps in generating good business. They expect constant quality in the products
and services. According to Kandampully and Suhartanto, (2003), the long term relations
increases the expectations and those expectations are to be fulfilled from the side of the
company. In order to make the clients loyal their needs and expectations are to be met
effectively. Regular communication is required with them to earn loyalty from them.
2.4 Importance of customer satisfaction
The term is considered very important for the customers. Different scholars have given
different reasons for the importance of customer satisfaction. These are as follows;
 Loyalty – According to Reinartz, (2010), It is one of the best indicator of how the
customers will make a purchase in the future. Loyalty is considered important for the
company as it expect the people to come back and make repeat purchases. Satisfying the
customers is one thing, however gaining lifetime loyalty is also very harder to obtain.
According to Singh, (2012), the path to loyalty is flagged with satisfaction. Several
factors can defer the customers towards the competition and away from the loyalty within
the business. Some of them includes better value and less effort. The bottom line is that in
the absence of loyalty the retention rates will get disturbed.
7

 Profits and sales – Another big reason for achieving customer satisfaction is to have a
good financial position. According to Yim, Tse and Chan, (2008), Company will need
profits for achieving growth and it can be possible only when there is good retention rate.
If goods are sold in high volume it will produce profits for the business. According to
Alam, Mohd and Hisham, (2011) 80% of the profits comes from just 20% of the clients
and their repeat sales. Further a good financial position develops many future strategic
plans for the company. Hence customer’s satisfaction is considered very important from
the point of view of achieving profits.
 Point of differentiation – According to Baran and Galka, (2013), it is identified as a key
differentiator in a competitive marketplace where companies compete for the customers.
It is a key element in the business strategy of a company who successfully handles cut
throat environment of competition. They are capable of developing an environment
where the rate of satisfaction is high and the advocates are plenty. It can act as a point of
differentiation for the new customers (Chary and et.al., 2012).
 Reduces the customer churn – According to Coltman, Devinney and Midgley, (2011),
price is not the main reason for customer turnover. It is actually due to the overall poor
quality of the customer service. The satisfaction can be used as a metric in order to
reduce the turnover. Through measuring and tracking the satisfaction all the new
processes can be put in place. Focus is to be paid on surpassing the expectations and
influencing the people almost at every opportunity (Gan, and et.al., 2006).
 Retention is better than acquiring – According to Hussain and et.al., (2009), It is evident
that costs of acquiring new customer is 4 to 5 times higher in comparison to retaining the
existing ones. It costs a lot of money to attract the people through promotion and
marketing. The marketing team will need an adequate budget in order to acquire the
attention of prospectus, turning them into the leads and converting them into the sales.
 Surviving competition – According to Lee and et.al., (2010), another reason why the
customer satisfaction is important for the business is to survive the competition. The
number of companies operating in every industry are increasing day by day. The level of
competition is increasing because the range of products and services is also increasing. It
has become essential for the companies to make their position strong and effective. There
8

is a need to achieve differentiation from the others. Customers also expect something
innovative. This increases the intensity of the competition (Bennett and Thiele, 2004).
2.5 Factors affecting Customer satisfaction at Coffee Shop
 Price – According to Brinkmann, (2004), 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 a source of motivation for the buyers. Customers expect the
prices for the products to be favourable. A quality product is expected at better prices.
This factor makes a great influence on the minds of the consumers (Kapferer, 2008).
 Comfort-Zone – It is one of the emotional factors for the customers. People visits coffee
house seeking for relaxation and comfort (Awmechi and Long, 2013). Today’s
environment has get much stressed hence the people look for relaxation which they
ultimately find in the coffee shops. It makes them happy and at these places they can
discuss all their personal and professional issues. Generally the customers always look
for comfort level whenever they visit a place.
 Wi-Fi – According to Christodoulides and de, Chernatony, (2010), It is a local area
wireless computer networking technology which helps in offering network for the
electronic devices. It is great weapon for the coffee shops to increase the sale of their
products and services. This marketing tool helps in increasing the importance of the place
where the crowd is gathering. The facility can be seen at the places like malls, coffee
shops, retail stores etc. According to Kandampully and Suhartanto, (2003), Internet has
become the basic need for every individual. It is almost impossible to survive without
internet as it aids in performing many day to day operations for the business.
 Brand loyalty – It reflects the commitment of the customers towards a specific brand. It is
strongly related to the customer satisfaction (Assael, 2005). This factor also affect the
loyalty at the coffee shops. Gaining loyalty is considered very crucial as it takes the
business to heights. According to Reinartz, (2010), Loyalty can be gained by adopting
different types of strategically approaches. There is a need to give many values and
additional benefits for the users. This will lead to achieving of long term commitment
from the side of the consumers.
9

 Coffee ingredients – Ingredients of a product also influence the purchase decisions of the
customers. The use of fair trade coffee beans can increase the demand of coffee among
the consumers (Bennett and Thiele, 2004). The inputs used in the making of products
plays an essential role in the selling of the products. It puts an impact on their purchase
decisions. There is a need to make use of quality ingredients.
 Location – According to Alam, Mohd and Hisham, (2011), it is another factor which
affects their satisfaction at the shop. The location matters for a customers. The owners of
the business are required to take care of the location factor while making plans for
business. People always look for the feasibility of the location while deciding for
purchasing the products.
 Promotional techniques – According to Coltman, Devinney and Midgley, (2011), the
customer loyalty and satisfaction is also affected from the promotional techniques. The
influence of promotion is high on the minds of the customers. In the present context,
there is a need to make people aware about the values and benefits of the products. They
in return also expect something good and unique (Gan, and et.al., 2006). A product with
good quality, good price and good promotion can produce effective results.
 Quality – According to Hussain and et.al., (2009), it is the factor which impacts the most.
The people always look for quality in the products and services. It helps in maintaining a
high standard of services. It enhance the customer retention rate and takes the business to
higher level. Quality has to be maintained in regular manner.
2.6 Impact of customer’s satisfaction
 Impact on business –According to Lee and et.al, (2010), Company wants to maintain a
long term association with their clients. Efforts are made to make them loyal and earn
high level of business from them. High satisfaction rate can bring good results while low
satisfaction rate can have a negative impact on the business. Apart from that long term
survival of the company also depends upon the satisfaction. Sales and profitability will
rise only when customer leads will be converted into figures.
 Generation of loyalty – According to Christodoulides and de, Chernatony, (2010), It has
an impact on the loyalty also. High satisfaction results in generation of loyalty. People are
expected to make repetitive purchase from the same brand. If they are getting all the
10

things from same brand, they will not look for another option. It has been seen that there
are many methods which can assist in earning loyalty from the customers.
11

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
It is essential to define the research methods first as it helps in leading towards the end
results in desired manner and aids in attaining business objectives. In this regard, discussion is
made on approach, philosophy, design, data collection, sampling, data analysis and ethical
consideration so that required results can be attained through it. With this, researcher is able to
progress with study without getting deviate from subject matter.
3.2 Research Approach
Approach aids in developing path for the study through which research can be completed
in desired manner. In this regard, there are two types of approach i.e. inductive and deductive
that helps researcher in addressing each of the research questions. In this context, present
research has applied inductive approach in which data has been collected from the customers of
Workers Coffee shop and same is analysed to ascertain the customer satisfaction level. This
method has supported in gaining specific information with regards to customer response that aids
in gaining idea about the factors that shapes satisfaction among the customers. Another rationale
of applying this approach is that this aids in developing generalize results which can be applied
in other context as well (Denzin and Lincoln, 2011). Unlike deductive approach, research doesn’t
gets confined to particular theory in inductive research and therefore it has been taken into
account.
3.3 Research Philosophy
It can be referred as assumptions that been taken by researcher towards the study. Based
on it, research strategy is developed that comprise of data collection and analysis. In this regard,
there are different set of philosophy namely, interpretivism, realism, positivism and few others.
In present research, interpretivist philosophy has been applied in which responses of customers
have been evaluated and same is linked with the research aim. Main idea behind applying
interpretivist paradigm is that researcher can link the perception of customers with the factors
that shapes satisfaction level. It helps in answering each of the research questions and hence
appropriate conclusion is developed. It is evident that customers of the cited café doesn’t have
patience to give detail information about their satisfaction level, therefore it needs to be inferred
on the basis of response only (Marlow, 2010). This proves to be most effective strategy for this
12

research and hence it aids in completing the research purpose effectively. Considering the issue
of impatient customers, other philosophy is not applied.
3.4 Research Design
Design refers to the blueprint of the study through which researcher is able to select the
research methods and tools well in advance so that same can be implement for applying results.
It is required to select the design prior conducting research because loopholes can be identified
from it and same can be rectified. There are different types of research design available namely
exploratory, descriptive, causal, case study and other related. Considering the scenario of present
research that aims to assess the factors that are responsible for shaping customer satisfaction,
descriptive design has been applied. Under this, in-depth discussion is made on subject matter
with a motive to explain the reasons behind the response. This design has supported the
interpretivism philosophy through which appropriate conclusion is developed in which reasons
of satisfaction against each factors have been highlighted (Gobo, 2004). Through this, researcher
is able to describe the reasons of selecting particular response based on past literature and
researcher’s perception. Based on it, researcher is able to comprehend about the factors
responsible for attaining satisfaction level at Workers Coffee shop.
3.5 Data Collection
Collecting data is one of the most critical and time consuming part of the research but
same need to be done for attaining information regarding the prevailing scenario. With the help
of it, researcher is able to gain key information with regards to research through which
conclusion is developed. In this regard, data can be obtained from primary and secondary sources
for achieving the research objectives. Primary data includes collecting first hand data directly by
the researcher whereas already exist data are referred to secondary data (Merriam, 2009).
3.5.1 Primary Data
In present study, data has been obtained from both the sources in order to attain key and
sufficient information about the research background. Within the context of primary research,
survey method has been used in which set structured questionnaire is developed. From this, key
information is attained with regards to food, staff, environment, price and other from the
customers of Workers shop cafe so that their satisfaction level can be evaluated. However,
13

efforts have been incorporated to develop questionnaire in simple and understandable languages
as many a times customers doesn’t have patience to read. Also, only close ended questions are
involved in the study as customers at café doesn’t give appropriate responses if included close
ended questions also. Main rationale behind using questionnaire is that it helps in collecting
information from large set of audiences in relatively less time. Further, it supports in attaining
clear and specific information which can be analysed further for attaining required results. Also,
it is a cost effective practice that aids in attaining the research objectives in desired manner
(Quantitative and Qualitative Evaluation Methods. 2007).
3.5.2 Secondary data
Apart from it, data in present study is even collected from secondary sources in order to
attain background information about the research background. In this context, data has been
obtained from books, journals, magazines, online articles, newspaper and scholarly content.
Based on it, contextualize information is obtained based on customer satisfaction and factors
affecting satisfaction level for service sector. This helps in developing base of the study through
which research is carried out in desired manner (Gomez and Jones, 2010).
3.6 Sampling
Sampling is a practice of dividing whole population into small number in order to collect
data from confined group of population. Through sampling techniques, efforts are incorporated
to divide population in a manner that sample possess each and every quality of the population. In
this regard, probabilistic and non-probabilistic are two methods that can be applied for doing
sampling. Within the context of probabilistic technique, each of the respondent possesses equal
opportunity in getting select in the sample. On the other hand, probability of getting select in
sample is not equal in the case of non-probabilistic sampling (Tarone, Gass and Cohen, 2013).
Since, present research aims to assess the customer’s satisfaction level of café therefore, data has
obtained from customers of Workers Coffee Shop. For this purpose, non-probabilistic sampling
is engaged in which convenient sampling is employed. This is so because researcher knows most
of the customers that visits this café as he works there. On the basis of convenient sampling,
customers that are known to researcher are approached and questionnaire is filled from them. In
this regard, 40 customers have been selected as per the convenient reach and they are asked to
give responses with regards to different factors such as food, staff, environment, price and other
14

related. This aids in attaining specific and clear information that aids in measuring their
satisfaction level (Clark, 2002). It is evident that convenient technique has helped in collecting
the data more quickly and hence it supported in attaining the research objectives in an effectual
manner.
3.7 Data Analysis
In order to develop the conclusion for research, it is required to analysis the data that
attained from different sources. This part of research is most crucial as it helps in developing
results. In this regard, data can be analysed through qualitative and quantitative measures. In
present study, quantitative measures have been applied for analysing the data that obtained from
the customers. In this regard, statistical tool has been applied for applying descriptive statistics in
order to interpret the results based upon it. In addition to it, graphical presentation of data is even
employed so that data can be presented in meaningful manner. In this regard, pie chart has been
used for presenting the responses of customers. This helped in attaining actual results without
any manipulation. Main reasons behind applying quantitative measures are that it helps in
conducting systematic analysis of information through which accurate results is obtained (Flick,
2011). Additionally, it supports in gaining results in quantify manner which cannot be
manipulated theoretically. Furthermore, it supports in describing the state of relationship
between two set of variable of customers satisfaction through which sound conclusion is
developed. However, qualitative measures are not applied in this study because it can deviate the
results from theoretical description (Kumar, 2005). Also, it doesn’t has any practical base for
argument from which research becomes meaningless. Considering all these, quantitative
measures have been employed in the study.
3.8 Reliability and Validity
It is essential to ensure reliability and validity in the research for obtaining accurate
results. For this purpose, data has been collected from reputable source only and to check the
same, ISBN number and copyright mark is taken into account. Additionally, sufficient sample
size and method of collecting data has been selected in order to ensure validity. Further,
respondents are not pressurised in any manner and language used in questionnaire is simple and
up to the mark. Beside this, data prior to year 2001 are not included in the study as it can affect
15

the validity of information. Additionally, sufficient time is allotted to respondent for filling the
questionnaire and this helped in attaining effectual results (Bernard, 2011).
3.9 Ethical Consideration
While doing this research, ethical aspect has even been focused so that research can be
completed in desired manner. In this regard, data obtained from customers are stored in secured
manner so that it can be used for research purpose only. Another concern was to safeguard the
interest of customers of cited coffee shop and hence data is not shared with any third party
individual. Additionally, only authorized access to data is made considering the security aspects.
Customers are first filled with consent form and then only responses are collected from it, beside
this, main purpose of research is also briefed to customers (Johnson and Clark, 2006).
Anonymity of individuals is also ensured in present research. Further, data will be destroyed
once the research gets completed in every sense. Also, misleading information is not included in
the study and efforts are even incorporated to conduct the study without any biasness.
3.10 Research Limitations
There are certain limitations associated with present study which might have affected the
outcome of this research. In this regard, limited time frame was one of the key concern of the
study and due to this, compromise need to make. Further, cost also affected the results as due to
this, researcher is not able to access paid library and content. Due to this, might be quality
information is not taken into account. Additionally, interpretation of responses might have
affected the outcome of the study (Collis and Hussey, 2009)
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CHAPTER 4: DATA ANALYSIS AND FINDINGS
4.1 Data Analysis
Findings
Age
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
35-45 years 22 40.7 55.0 55.0
more than 45
years 18 33.3 45.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Gender
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
male 33 61.1 82.5 82.5
female 7 13.0 17.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Are you a regular customer of worker café
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
yes 36 66.7 90.0 90.0
no 4 7.4 10.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
What are the important factors you consider while selecting a coffee shop
Frequency Percent Valid
Percent
Cumulative
Percent
Valid price 11 20.4 27.5 27.5
taste 9 16.7 22.5 50.0
17

quality 9 16.7 22.5 72.5
Close to home /
work 11 20.4 27.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Do you think Coffee at workers is good value for money
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 26 48.1 65.0 65.0
no 14 25.9 35.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Do you agree that Wi-Fi is important within coffee stores?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 17 31.5 42.5 42.5
agree 9 16.7 22.5 65.0
strongly
disagree 7 13.0 17.5 82.5
disagree 7 13.0 17.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Do you believe that Worker Café is a good place to socialize
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 30 55.6 75.0 75.0
No 10 18.5 25.0 100.0
Total 40 74.1 100.0
18

Missing Syste
m 14 25.9
Total 54 100.0
What kind of activity you usually do while staying in store
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
socializing with
friends 11 20.4 27.5 27.5
Working 7 13.0 17.5 45.0
studying 6 11.1 15.0 60.0
relaxing 16 29.6 40.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
What kind of service you mostly prefer
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
in-store 36 66.7 90.0 90.0
take
away 4 7.4 10.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Do you think that working environment has an impact on
customer satisfaction
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
yes 30 55.6 75.0 75.0
no 10 18.5 25.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
19

Do you agree that Worker Café is able to satisfy its customers
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 18 33.3 45.0 45.0
agree 12 22.2 30.0 75.0
strongly
disagree 5 9.3 12.5 87.5
disagree 5 9.3 12.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Price
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 21 38.9 52.5 52.5
agree 13 24.1 32.5 85.0
strongly
disagree 3 5.6 7.5 92.5
disagree 3 5.6 7.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Comfort Zone
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 18 33.3 45.0 45.0
agree 17 31.5 42.5 87.5
strongly
disagree 5 9.3 12.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
20

Wi-Fi
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 9 16.7 22.5 22.5
agree 7 13.0 17.5 40.0
strongly
disagree 15 27.8 37.5 77.5
disagree 9 16.7 22.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Brand Loyalty
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 28 51.9 70.0 70.0
agree 8 14.8 20.0 90.0
strongly
disagree 2 3.7 5.0 95.0
disagree 2 3.7 5.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Coffee ingredients
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 28 51.9 70.0 70.0
agree 8 14.8 20.0 90.0
strongly
disagree 2 3.7 5.0 95.0
disagree 2 3.7 5.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
21

Location
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 30 55.6 75.0 75.0
agree 8 14.8 20.0 95.0
strongly
disagree 1 1.9 2.5 97.5
disagree 1 1.9 2.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Promotional Techniques
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly
agree 36 66.7 90.0 90.0
agree 4 7.4 10.0 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Quality
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
strongly
agree 33 61.1 82.5 82.5
agree 7 13.0 17.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
Environment
Frequency Percent Valid
Percent
Cumulative
Percent
Valid strongly agree 29 53.7 72.5 72.5
22

agree 6 11.1 15.0 87.5
strongly
disagree 2 3.7 5.0 92.5
disagree 3 5.6 7.5 100.0
Total 40 74.1 100.0
Missing System 14 25.9
Total 54 100.0
4.2 Interpretation and graphs
Age
The above graph discloses the age distribution of the sample respondents at WORKER’S
Café. The findings are showing that 55% of the sample population is more than 45 years and the
rest 45% of the sample population is between 35-45 years. It denotes that most the customers
coming to the café are old customers.
Gender
23

The above graph shows the gender distribution of the sample. It can be noticed that
majority of the sample respondents were male. From this it can be interpreted that majority of the
customers coming to the restaurant are male.
Are you a regular customer of worker café?
The respondent were asked whether they are regular customers of worker café or not. On
getting the responses it was derived that majority of the respondents are regular customers at
Workers Café. The cheap products offered from the Café is also responsible for regularity of the
customers.
24

What are the important factors you consider while selecting a coffee shop?
The respondents were asked what the important factors are considered by the customers
while selecting a shop. After getting the responses it was derived that price and close to home
were considered as the main factors responsible for selecting a shop. This could be the reason
why Worker’s Café has been very famous among the customers.
Do you think Coffee at Workers is good value for money?
The sample respondents were asked whether Coffee at Workers Café is considered good
value for money or not. On getting the responses it was derived that 65% of the sample people
think that it is good value for money and rest of them do not. However it is evident from the fact
that Worker Café is very cheap in prices. The products are good and are of best quality. The
25

overall environment is good for the visitors. People who have said yes, thinks that excellent taste
and service makes it good value for money. People who have said no, thinks that they can make
nice and cheaper coffee at their home.
Do you agree that Wi-Fi is important within coffee stores?
The purpose of the researcher was to ask whether facility of Wi-Fi is important within
coffee stores or not. On getting the response it was derived that majority of the respondents
agrees that Wi-Fi is important within the coffee stores. However most of the customers visiting
the coffee shop are of old age. They must not be familiar with the techno-friendly services like
Wi-Fi.
Do you believe that Worker Café is a good place to socialize?
26

The respondents were asked whether Worker Café is a good place to socialize or not. On
getting the responses it was derived that majority of the respondents agrees that the Café is a
good place to socialize. It is evident from the fact that a lot of workers come there for their lunch.
They get adequate time for socializing.
What kind of activity you usually do while staying in store
The purpose of the researcher was to know what kind of activity is usually done while
staying in the store. On getting the responses it was derived that socializing and relaxing is the
most preferred activity at the shop. For the purpose of relaxation they are having a separate room
where people can read the book and drink the coffee or tea as nobody will disturb.
What kind of service you mostly prefer?
27

The purpose of the researcher was to know what kind of services is mostly preferred. The
responses derived from the people reflects that majority of them are more influenced by in store
services. It is evident from the fact that in customers at Workers Café are satisfied with the in
store services. They have a separate room where the visitors can read a book and drink
something. There is no disturbance at all.
Do you think that working environment has an impact on customer satisfaction?
The sample respondents were asked about their opinion on the impact of working
environment on the customer satisfaction. On getting the responses it was derived that majority
of the people were agreed that working environment has an impact. It is evident from the fact
28

that customer’s purchasing decisions are influenced from the working environment. The
behavior of the staff makes an impact on them.
Do you agree that Worker Café is able to satisfy its customers?
The respondents were asked whether Workers Café is able to satisfy the customers or not.
The majority of them agreed and strongly agreed to the statement. From this it can be interpreted
that Café is good at what it offers to the older people. The prices are cheap, the environment is
good and there is no disturbance for the visitors.
Please tick the appropriate factors which affect the customer satisfaction at Worker Café
Factors Strongly agree Agree Strongly
disagree
Disagree
Price
Comfort zone
Wi-fi
Brand loyalty
Coffee
ingredients
Location
Promotional
techniques
29

Quality
Environment
Price
The customer satisfaction at the Workers Café was measured in terms of price. On
getting the responses it was derived that 52% of them were agreed, 32% of them were strongly
agreed and rest of them were disagreed. The customers seems to be satisfied in terms of prices
because Café is offering products at very cheap prices. The visiting rate at the Café is very high.
Comfort zone
30

The customer satisfaction at the Workers Café was measured in terms of comfort zone.
The responses showed that 45% of them were strongly agreed, 42% of them were agreed and rest
of them were disagreed. It shows that people are satisfied in terms of comfort zone. A separate
room is given for them where they can read the books, spend quality time and to do socializing.
Brand loyalty
31

The customer satisfaction at the Workers Café was measured in terms of loyalty. The
responses showed that 90% of the population strongly agreed and agreed. The Café has
succeeded in gaining the loyalty of older people. They are coming to the café on regular basis for
the purpose of lunch and to spend some quality time. They care about their customers and know
what they need to do to continually meet the expectations of loyal customers.
Coffee ingredients
The customer satisfaction at the Workers Café was measured in terms of coffee
ingredients. The results showed that about 70% of the sample respondents strongly agreed, 20%
disagreed and rest of them were disagreed. It is evident from the fact that coffee offered at the
café is of great quality and taste. Older people come in large number to avail the products.
Location
32

The customer satisfaction at the Workers Café was measured in terms of location. The
findings showed that 70% of the sample strongly agreed, 20% disagreed and rest of them were
disagreed. From this it can be interpreted that customers at the Café are satisfied in terms of the
location and that is because it is near to the place of work. Most of them comes for lunch and to
have tea. It is a lovely modern café located in Archway within the high street.
Promotional Techniques
The customer satisfaction at the Workers Café was measured in terms of promotional
techniques. The results showed that 90% of the sample population stated strongly agree and rest
of them stated agree. It is evident from the fact that Café uses different types of promotional
techniques in order to create awareness about the services. For instance some of the eatable
33

things are served for free with some of the dishes. Special discounts are offered on weekend or
any other festive occasions.
Quality
The customer satisfaction at the Workers Café was measured in terms of quality. The
results showed that majority of the sample respondents agreed. From this it can be interpreted
that they are satisfied in terms of quality. It is evident from the fact that breakfast, lunch and
dinner served at the Café is of high quality. The coffee and tea served are made from good
quality ingredients. That is the reason people appear in large number at the store.
Environment
The customer satisfaction at the Workers Café was measured in terms of environment.
The results showed that majority of the respondents strongly agreed, 15% agreed and rest of
34

them were disagreed. It is evident from the fact that environment at the Café is quite good and
traditional. The place has everything which a customer needs to set up for the rest of the day. The
staff is friendly and is efficient of handling all the demands of the customers.
35

CHAPTER 5: KEY FINDINGS, CONCLUSION AND
RECOMMENDATION
5.1 Key Findings of the Research
Following are the key findings that been derived from present study:
1. It is evident from the study that price and close to home were considered as the main
factors responsible for selecting a shop.
2. Coffee at Workers Café is considered as good value for money.
3. It is further found that Wi-Fi is important within the coffee stores.
4. Café is a good place to socialize and lot of workers comes there for their lunch.
5. Socializing and relaxing is the most preferred activity at the shop.
6. Majority of them are more influenced by in store services.
7. It is found from the study that working environment has an impact on the customer
satisfaction.
8. This research is also supported in identifying that location is one of the key factor that
makes direct impact on the satisfaction level of customers
9. Brand loyalty and coffee ingredients are also crucial for brand loyalty.
10. Environment and comfort zone are other important factors that come after above
mentioned factors.
5.2 Conclusion
The major aim of the research was to identify the factors which affect the customer
satisfaction at Workers Café. Several things can be concluded from the above study. The
Workers Café has placed a strong influence on the minds of its customers. Satisfaction and
loyalty are very important for the company. The employees are very efficient of handling the
incoming customers effectively. From the survey process performed on the sample customers it
was derived that Café is having high level of satisfaction among its clients. It is very cheap in
prices and the products are good and are of best quality. The overall environment is also good.
The cheap products offered from them is also responsible for regularity of the customers. The
Café highly cares about their customers and know what they need to do to continually meet the
expectations of loyal ones.
36

The study also concluded that satisfaction is significant for the purpose of gaining brand
loyalty. When company has loyal customers, it gains positive word of mouth publicity. The
importance is given to their satisfaction because these people are responsible for bringing
business. Their behaviour carries a huge impact on the sales and profitability. For the purpose of
attracting people Café also used different types of promotional techniques such as discounts, free
dishes etc. Special discounts are offered on weekend or any other festive occasions. Customers at
Workers are of the opinion that it is good value for money due to excellent taste and service.
Price and quality are the leading factors while selecting a particular restaurant and coffee shop.
The Workers are having cheap priced products along with great taste and quality. The company
knows how to meet the expectations of the customers.
5.3 Recommendations
Different types of recommendations can be made which are as follows:
 It is recommended that Workers Café needs to focus more on promotional techniques.
For instance people can be connected through use of social media marketing. Use of
billboards and print media can also be effective for the business.
 Currently most of the customers for the Café are old age people. Hence it is
recommended that company should make efforts to target young age customers for
instance college going students, young adults etc.
 It is recommended that for the purpose of measuring the loyalty and satisfaction, surveys
can be performed on constant basis so that expectations of the people can be identified.
 The Café also needs to utilize its strength of good taste and quality products. This will
assist in achieving expansion for the business.
 In order to enhance the loyalty techniques such as daily & weekly promotions, discounts
to the regular customers etc. can be used.
 It is also recommended to other researchers to perform research on other low scale Cafes
in UK such as The Hope, The London etc.
 Research can also be done on other aspects of consumer behavior such as loyalty,
attitude, brand perception, branding etc.
37

CHAPTER 6: REVIEW OF METHODOLOGY
The entire research has been a great intellectual experience for me throughout. I have
learnt lot of things about the methodology section in the research area. I get to know about how
things like design, approach, philosophy etc are applied on to the research. In the whole process,
the activity of data collection was very crucial. The activity was very informative however I
faced different types of challenges during it. During the survey process it was quite challenging
to convince the people to take participation in the event. The identity of the sample respondents
was kept very secretive. Their identity was not disclosed without their prior approval. A consent
form was signed from them in order to maintain ethics. Further, respondents are not pressurised
in any manner and language used in questionnaire is simple and up to the mar. Further the
filtration of the data is a very time consuming process. It requires lot of concentration and focus.
Questionnaire approach was used and it proved to be very effective. For the purpose of data
analysis, SPSS tool was applied on the collected responses. I was able to provide quantitative
outlook to the research. Hence the findings were presented with lot of justification and reasoning.
Issues like subjectivity and duplicity were avoided during all the research activities. In this
manner the quality was maintained in all the aspects.
38

CHAPTER 7 PERSONAL REFLECTIONS
This entire research journey has been very intellectual and informative for me. The major
aim of the research was to identify the factors which affect the customer satisfaction at Workers
Cafe. Customer satisfaction has been identified as a key performance indicator within the
business and it is important in order to gain brand loyalty. Long term relations with the
customers helps in generating good business. Personal learning is attached with every research
project. This research has also given me the opportunity to learn some crucial skills which can be
help in my personal as well as professional development. With the help of this study I improved
my researching skills. Now I am able to perform the filtration of data with ease. I also improved
my communication skills while performing the questionnaire process. During this process I was
required to make good communication with the respondents. I succeeded in convincing them and
in collecting appropriate information for the project. Time management is something which is to
be practiced by every individual. While the course of this study, I learned different time
management skills. It is evident that research is a complex process and it needs lot of
intelligence. Delay in one action can cause delay in other actions also. However by using
strategies like priorities, urgency etc I was able to perform all the activities with ease. I also
improved my cognitive skills. I was required to use all the research tools and techniques along
with proper justification and reasoning. I was able to do that in successful manner.
1

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4

APPENDIX
Questionnaire
1. Are you a regular customer of worker café?
 Yes
 No
2. What are the important factors you consider while selecting a coffee shop?
 Price
 Taste
 Quality
 Close to home / work
3. Do you think Coffee at Workers is good value for money?
 Yes
 No
4. Do you agree that Wi-Fi is important within coffee stores?
 Strongly agree
 Agree
 Strongly disagree
 Disagree
5. Do you believe that Worker Café is a good place to socialize?
 Yes
 No
6. What kind of activity you usually do while staying in store?
 Socializing with friends
 Working
 Studying
5

 Relaxing
7. What kind of service you mostly prefer?
 In-store
 Take away
8. Do you think that working environment has an impact on customer satisfaction?
 Yes
 No
9. Do you agree that Worker Café is able to satisfy its customers?
 Strongly agree
 Agree
 Strongly disagree
 Disagree
10 Please tick the appropriate factors which affect the customer satisfaction at Worker Café?
Factors Strongly agree Agree Strongly
disagree
Disagree
Price
Comfort zone
Wi-fi
Brand loyalty
Coffee
ingredients
Location
Promotional
techniques
Quality
Environment
6