Research Project on Application of TQM in Starbucks, UK

This research project investigates the application of Total Quality Management (TQM) within Starbucks, focusing on the UK market. The project outlines the research process, including project specifications, research questions, and a Gantt chart for project management. The study explores the benefits and disadvantages of TQM, customer satisfaction, and the implementation process within Starbucks. Data was collected through questionnaires administered to Starbucks employees, analyzed thematically to assess their perceptions of the company's quality systems, TQM effectiveness, customer satisfaction, and the ease of TQM implementation. The analysis reveals that a majority of the employees consider TQM as an effective approach for the organization to provide quality services to its customers and that the current plan focuses on quality, with top management support for TQM implementation, which leads to high employee satisfaction levels. The research concludes with recommendations for Starbucks to further improve its quality management practices and enhance customer satisfaction.

Research Project

TABLE OF CONTENTS
Research Topic: “Application of TQM in Starbucks”.....................................................................3
TASK 1............................................................................................................................................3
1.1 Research Project Outline........................................................................................................3
1.2 Factors contributing to process of selection ..........................................................................3
1.3 Critical Review......................................................................................................................4
1.4 Research Project Specification..............................................................................................5
1.5 Research Plan and procedures...............................................................................................5
TASK 2 ...........................................................................................................................................7
2.1 Matching resources efficiently with research hypothesis and 2.2 Research investigation...7
2.3 Recording and collating data.................................................................................................9
3.1 Evaluation ...........................................................................................................................10
3.2 Interpretation and analysis ..................................................................................................11
3.3 Recommendations ...............................................................................................................18
TASK 3 .........................................................................................................................................19
4.1 Outcomes of the research.....................................................................................................19
References......................................................................................................................................21
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RESEARCH TOPIC: “APPLICATION OF TQM IN STARBUCKS”
TASK 1
1.1 Research Project Outline
Total quality management is a process in which the quality of products and services are
enhanced for meeting customer satisfaction (Cummings and Worley, 2014). The present
research is based on the application of TQM in Starbucks, UK. The company already holds a
strategic position in the domestic and international markets with about 24000 cafes and shops
worldwide. This is quite a large number and it can only be achieved if the organisation has
efficient services and products. This research study focuses on the attributes which will facilitate
application of total quality management (TQM) in the company. The widespread use of TQM by
organisations for increasing their efficiency has influenced the researcher to undertake this study.
Aim:
“To analyse the requirement of application of TQM in Starbucks.” This is the main aim
of the research study.
Objectives:
 To understand the basics of total quality management.
 To analyse the benefits of TQM in application in Starbucks.
1.2 Factors contributing to process of selection
Before conducting the research, it is important to evaluate the factors or rationale behind
selection of a particular research study. The present research on Application of TQM in
Starbucks has been undertaken by the researcher to understand the benefits and advantages
which are involved when this technique of total quality management is applied in the
organisation which is more oriented with services. The data available for meeting the purpose
and objectives of this research is quite vast. Moreover, feasibility is quite high for the current
research study which has motivated the researcher. A successful research is one which involves
specific planning and structured flow so that information can be gathered and composed in a
effective research project. The researcher has developed this time management approach with
primary research technique and qualitative analysis so that data collected is appropriate and
reliable.
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1.3 Critical Review
Traditionally total quality management was a technique which was developed for the
manufacturing sector. But with increase in research and development activities in this field, the
use of total quality management has been applied in other diverse industries. The use of total
quality management is now applicable in service sectors also. According to Talk (2016), quality
is the first preference of a customer. Many a times, people ignore the price of a commodity or
service if quality of that particular attribute is fulfilling customer expectations.
According to Vanichchinchai, (2014), the total quality management can also be
considered as productive maintenance. This works on the principle that each member of the
organization must have the commitment in keeping the highest standard of work in every
department of the company. TQM follows the 8 principles which are; focused on customers, the
involvement of employees, very process centered, accurate strategic and systematic approach,
continuous improvement, proper communication and the decision making which is based on the
facts. Total quality management is having some advantages and disadvantages (Kurt and Zehir,
2016).
According to advantage (Talk, 2016) is that it is particularly emphasized on the market.
This means that it helps in identifying the needs of the market. This will help the organization in
meeting the needs of the customer and market in the appropriate way. But the production
disruption is the disadvantage here. This TQM required very skilled and professional employees.
To train the employee is time consuming, and thus the work output is reduced (Goetsch and
Davis, 2014). The advantage of using TQM is that, it will make sure that the performance quality
should be of the highest order. TQM brings all the employees together and make them work in a
team which will give more effective results. However, to produce such type of quality is very
expensive to implement TQM.
The disadvantage is that TQM reduce the creativity work. It is having its fixed and
standard processes, which will decrease the creativity and innovation. It also reduce the new
ideas which can possibly helps in improving the productivity (Talk, 2016). However by applying
TQM, it will surely reduce the cost of the product because of the mass production. It will
improve the productivity quantity. It will help in establishing a system of adequate and strong
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communication. This will increase the quality of products and will improve the productivity
(Sallis, 2014).
According to Vanichchinchai, (2014) is often debated that companies that already have a
strategic brand image and great geographical coverage do not require quality improvement
techniques. (Ooi, 2014) stated that irrespective of the functioning or current position of an
organisation, there is no harm in applying basic approaches for improving the same. It helps in
attaining greater customer satisfaction.
1.4 Research Project Specification
Research project specification helps in understanding the tools and methodologies which
need to be taken for conducting the research. The present research being a qualitative one
focuses on application of Total Quality Management in Starbucks. For improving the quality of
research, a set of questions are prepared. These are known as research questions. Apart from the
aims and objectives which turn out to be milestones for the research, the research questions help
in accessing data with greater efficiency. The reliability and validity of information so obtained
increases. Following research questions have been formulated for the present research:
 What is total quality management?
 What are the benefits and disadvantages of total quality management?
 Is it profitable to apply TQM in Starbucks?
1.5 Research Plan and procedures
Following Gantt chart depicts the activities which need to be undertaken for conducting the
research. The entire plan is divided into work of 11 weeks and proper structure has been
constructed for procuring an idea about which activity has to be taken in the respective time slot.
This clear structure helps in achieving the aim and objectives of research with greater efficiency.
Activity Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
Wee
k 11
Developing
research
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proposal
Reading
literature
from
various
sources
Creating the
aims and
objectives
Drafting
literature
review
Collecting
primary data
Analyzing
primary data
Developing
research
approach
Drafting
research
methodolog
y
Developing
questionnair
e
Arranging
the
interview
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Conducting
the
interview
Accumulati
ng the data
Drafting
Findings
Analyzing
data
Completing
chapters that
are
remaining
Submitting
it to tutor
and
awaiting for
feedback
Revising the
draft
Printing and
binding
Submission
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TASK 2
2.1 Matching resources efficiently with research hypothesis and 2.2 Research investigation
Data collection: The main part of research methodology is the process of collecting the data, and
this can be done in two ways. One is primary data collection and the other one is secondary data
collection. This research is emphasized on primary data collection technique. A questionnaire
has been prepared and will be formulated amongst 30 employees of Starbucks.
Research approach:To improve the efficiency and utility of the research, the research
approaches are very important. There are two approaches Deductive and Inductive, by which the
research approach can be done (Mohammad Mosadeghrad, 2014). For this present research,
Inductive approach is selected. This approach focuses on the most basic references to the very
general ones. Therefore, it will be helpful in establishing the good connection between the
consumer and the company, who is providing the services.
Research philosophy: This part of research is very crucial. Research philosophy will
keep on maintaining the efficiency, effectiveness and proper functionality of the methods applied
(Kurt and Zehir, 2016). There are two main category, in which the research philosophy is
divided. They are Interpretivism and Positivism. In this research, Interpretivism is used. This
philosophy is very useful in identifying different versions of truth. Apart from this, this can be
very helpful in justifying the matter of subject, even though the reliability of this technique is
somewhat on the lower side (Goetsch and Davis, 2014). This philosophy is used just because of
the qualitative methods. The main thought process is focused on the insights of the subject
matter.
Sampling: This is the selected process in which different researchers select some of the
respondents for conducting the survey. There are two methods of sampling. One is quota
sampling and other one is random sampling. In present research, random sampling is used. 30
employees were selected, just to ensure that sufficient data is collected. The research has been
done on this collected data.
Data analysis:This is the most important aspect of any research. The technique of
analysing the data can be done is two ways, one is quantitative and other one is qualitative. The
qualitative analysis is used in this present scenario. There are different diagrams, pictures and
charts are used for presenting the results to the respondents (Kurt and Zehir, 2016).
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Ethical consideration:When the research study is going on, it is very important to focus
on the ethical factors, so that the reliability and accuracy of the research is being maintained. It is
important that all the information are from the reliable sources (Ooi, 2014). The authentic
websites can be utilized in finding the information. Ethical aspects are crucial to consider, so that
the aim and the objectives can be met.
Research limitations:The time period allotted to the research was not sufficient, that is
the only reason researchers used very few authentic resources. The methods used were also only
the one which are reliable. The segregation of the study was very difficult, because it was time
consuming. The entire study was having some problems time and time again, and it was
conducted in ethical dilemmas.
2.3 Recording and collating data
Following questionnaire has been prepared by the researcher as part of the primary
research. This particular questionnaire is not subjective but close ended. It will ensure gaining
opinions of employees with regards to implementation or application of TQM in Starbucks.
Questionnaire
Name:
Age:
1) What according to you is the quality system acquired by Starbucks?
 Six Sigma
 TQM
 ISO standards
 Others, Please Specify___________
2) Do you consider TQM as an effective process for Starbucks?
 Yes
 No
3) Do you consider that customers are satisfied with the company products and services
currently?
 Yes
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 No
4) How will be the implementation process when considering TQM application?
 Easy
 Challenging
 Difficult
 Very difficult
5) Is the current plan focused on quality?
 Yes
 No
6) Is the top management agreeing for implementation of TQM?
 Yes
 No
 Don't know
7) Mark your level of satisfaction when considering application of TQM in the organization.
 Highly satisfied
 Moderately satisfied
 Not satisfied
 Neutral
3.1 Evaluation
The present report is based on the making on the Total quality management in Starbucks.
For conducting research in the company researcher uses different types of techniques in which
they primarily focused on the qualitative method. With the help of this method various types of
inquiring has been made with different academics discipline in which they are mainly includes
social sciences. For making effective research primary data has been gather through making
questionnaire of 30 respondent of employees of Starbucks. With the help of conducting primary
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research data are become more authentic. In making analysis of data thematic approach has been
used in the making research.
3.2 Interpretation and analysis
Theme 1: Quality system acquired by Starbucks
What according to you is the quality system acquired by
Starbucks?
Frequency
 Six Sigma 10
 TQM 15
 ISO 3
 Others 2
11
Six Sigma TQM ISO Others
0
2
4
6
8
10
12
14
16
10
15
3
2
Column C

Interpretation : From the above interpretation it is clear that 10 employees of Starbucks are in
favour of six sigmas, 15 employees are in favour of TQM, 3 employees are in favour of ISO and
2 employees are in favour of other quality systems. So from the above interpretation it is clear
that majority of the employees are in favour of TQM quality systems as it provide better quality
control within Starbucks. So it is clearly sated that TQM is one of the best quality system for
organization.
Theme 2: TQM as an effective process for Starbucks
Do you consider TQM as an effective process for
Starbucks?
Frequency
 Yes 20
 No 10
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