Analyzing Customer Satisfaction and its Impact on Starbucks

This research project investigates customer satisfaction within Starbucks, a prominent coffee-house chain in the UK. The report begins with an introduction outlining the company's background, rationale, and objectives. A literature review explores existing research on customer satisfaction and its impact on business operations. The methodology section details the research approach and philosophy employed, including inductive and interpretivism approaches. Data analysis is presented, followed by a discussion of the findings. The study aims to identify the factors influencing customer satisfaction, evaluate customer perceptions of Starbucks' products and services, and recommend strategies for improvement. The report concludes with recommendations, references, and appendices. The project underscores the importance of customer satisfaction for organizational effectiveness, particularly within the competitive landscape of the coffee industry. It considers factors such as product quality, service delivery, and the overall customer experience, providing insights to improve Starbucks' performance and maintain customer loyalty. This report is valuable for understanding how businesses can enhance their customer satisfaction levels and improve their operational efficiency.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background.................................................................................................................................1
Rational.......................................................................................................................................2
Aim and Objectives.....................................................................................................................3
LITERATURE REVIEW ...............................................................................................................3
METHODOLOGY..........................................................................................................................5
DATA ANALYSIS..........................................................................................................................8
TASK 4..........................................................................................................................................14
CONCLUSION AND RECOMMENDATION.............................................................................16
REFERENCES .............................................................................................................................18
APPENDIX....................................................................................................................................20

INTRODUCTION
Present report based on Starbucks is a big coffee-house chain in the UK. This company is
represent the second wave coffee, initially difference itself from other coffee serving venue in
the country by taste, quality, quantity and consumer experience while popular of the darkly
roasted coffee(Bell, 2014). The company serves many types of drinks, whole been coffee, cafe
late, lose leaf tea including many tea products. It’s also provide the fresh juices, beverage, and
snacks including crisps, crackers and also provide packing food according to the customer taste.
This company the focus on costumer ratification to fulfil the needs and wants with maintain the
quality of the products and services.
Research topic-
Customer satisfaction is term used in the marketing terms to identify the satisfaction level
of the clients. The numbers of consumers, whose use the company products and give the
experience with the firm, its product, services to providing rating for specified satisfaction goals.
In the every company this rating is very important can a powerful impact on its value and
profitability. Customer services is important to the company because it is the only direct contact
a client has with a business. The company serves its products and services company with the
friendly attitude and tries to solve the problems and give the answer with efficiently as possible.
Background
Starbucks company focus on the customer satisfaction with their providing products and
services. A consumer satisfaction improvement it’s not just an event, its needed to be grate effort
and embedded into the heart of the company. Increases the satisfaction a company uses the many
types of activity like understanding the voice of the clients to demonstrate your commitment to
the customer by gathering feedback to improving and meet expectation the needs and wants.
Company use the brand building to increase awareness about the good and equity across all
clients to create growth, trust improve engagement to improving the value level (O'Leary, 2013).
A researcher measure how clients happy with the business services and products. In some time a
customer reach a store to use multiple points like identify the customer demand and providing
the products according to the taste. In the research project identify the customer satisfaction
towards providing services for better performance of the employers to increases the sales and
operation in the market.
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The outline specification to evaluating the consumer demand in the market and the level
of satisfaction by its products and services. Measure the key factors to help on performance,
sales and operations.
Rational
Starbucks company research process and project and selection project to evaluating the
level of satisfaction of its clients and how to increase their services, performance, and operation
value (Baskerville and Wood-Harper, 2016). In the research process selection of a project by a
company there are many factors are contribution to complete the project selection. Factors are
contributing on the process;
Availability of the information and data- In a selection process of a project to collect the
information and data to help in research in the market. Availability of the scientific information
help to identify the elements affected on the project selection process. Collection of data in
various methods like personally and through newspapers and sites. This factors help to providing
all elements are primary or secondary data, identify the strategy for use in the process. It’s also
help to deicide the approaches to complete the project selection of a company.
Time and money availability- This factors is very important to complete the project of a
company (Meyer and et.al., 2012). Money is very important to start a research project in the
market to collect data and buy the material use in the company research to increases the
operations functions. Time availability is useful for a researcher to evaluate the customer
demand, collect the data, identify the new tools and techniques help in the process of research.
Manpower availability and management support- In a research project selection the
availability of human resources to make the report for research and contribution of efforts to
select the project process stages. Management support is very important to start a project for take
a right decision and help employers to completing their tasks.
Starbucks research in the market to identify the customer needs and wants through the
investigation process. It is use to preliminary research that get the information need to verify the
result and conclude the all research topic. This kind of research used to get an idea and
information particular subject and to discover the total amount of the investigation that is
available on the topic (McNeill and et.al.,2012). Company start the research to decide the topic
of research like customer satisfaction that is identified the needs of the clients. To set the goals of
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the research to be achieved by the investigators. Organization select the area for target the
audience for investigate and communicate the consumers to identify the consumers taste in
different products. At the end to get the all data to select the cost of the product include the profit
margin to get the high level of the operations functions. It also evaluate the performance of its
employees how to treat the consumers. To set the prices of its products to get the high sales
margin in the market according to level of the customers. Use the methods and techniques to
increasing the sales with the customer satisfaction. This investigation on the customer
satisfaction level about its products and services.
Aim and Objectives
Aim
“To identify the importance of customer satisfaction for organisation's effectiveness”: A
case study on Starbucks.
Objectives
 To evaluate the factors that impact customer satisfaction ratio within Starbucks.
 To determine customer perception towards products and services of Starbucks
 To recommend ways that can improve customer satisfaction within Starbucks
LITERATURE REVIEW
Customer satisfaction
According to Kundzewicz and et.al., (2014) it is essential for any organisation to satisfy
its customers influence on its profitability and long term sustainability in competitive market.
Including this, it is helpful to increase in demand for goods and services as well productivity of
the enterprise. However, for effective customer satisfaction, different factors are identified
through conducting market research, analysing financial statements which shows entity's
effectiveness. Therefore, variety of ideas are generated for further business activities and
improving quality services. Including this, it is able to increase profit earning capacity and
sustaining enterprise's good reputation in market for longer time period efficiently. Thus, it is
recognised that customer loyalty towards goods and services provided by company can be
enhanced by fulfilling market demand and their requirements effectively.
On the contrary to this, O'Leary, (2013) argues that customers' choices and interest get
changed time to time that affect demand for goods and marketability of the enterprise. However,
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it is challenge for any enterprise to identify market demand critically to fulfil and making
improving services of the enterprise. Including this, it is also not an easy cake to get adjusted
according to recent trend in market changes and technologies. Including this, because of high
price on purchasing new machinary equipment, it is not possible for all enterprises to purchase
them and improving quality of products and services. Thus, it is needed for organisation to
analyse market position of enterprise critically by which customer satisfaction can be enhanced
at maximum level.
Customer satisfaction impact on business operations
As per the point of view of Osseiran and et.al., (2014) customer satisfaction affect
effectiveness of business entity at the highest level. Including this, it impacts on productivity and
profitability of the organisation as well competitiveness in the future time period effectively.
Including this, it is able to maintain and sustain organisation's good market position in
competitive market. Along with this, management of all products can be adequate influence
production and distribution of goods systematically. Therefore, customer satisfaction is
considered as key tool for any organisation to increase business operations and implementing
further activities efficiently. Apart from this, establishing good relationship with customers
including agents, retailers and other business organisations remains beneficial for improving
quality services of enterprise as well management of all business operations efficiently. Thus, it
is identified that customer satisfaction is a useful tool for any enterprise to increase its profit
earning capabilities and sustaining good reputation in market for longer time period.
Sein and et.al., (2011) claim that it is difficult for enterprise to analyse customers' attitude
and perception towards goods and services provided by the organisation. Including this, different
people have different buying behaviour therefore fulfilling these requirements remain tough for
the enterprise. Along with this, it is unable to sustain in competitive market and making place for
longer time periodicity. Therefore, it is essential to conduct market research and segmenting all
targeted factors into different factors like; geographic, demographic, social and so on. By which,
all goods and services can be provided to customers systematically. Including this, their
satisfaction level can be maximized that affect profitability and competitive strategy of the
enterprise effectively. Thus, organisation's market position can be enhanced on large scale for
longer time period efficiently.
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METHODOLOGY
Research specification is qualitative study into the legal services of the Starbucks. The
purpose of this specification to provide evidence about the challenges for a company to identify
the research methods. Company use this specification for develop the research ideas and
methods. It’s also help the create the research proposal to provide a description for the all
elements of a project. Its involve the implementation the research project include the timeline,
format and use the right strategies or select the design for research. It’s also include the research
presentation to provide the opportunity to share the information with staff members, use the
different types of format, graphs, tables and give the confidence required the presenting the
report (Anderson and Shattuck, 2012). Research specification include steps to present the
research report followed by the researcher involve the title page use the study title, name of the
investigators.
Second one is summary of the all projects topics, methods, data, problems, suggestions
and implications of the stud. Next step is introduction about the research topics, about the
organisation. Its include the review of the literature just a compilation of the facts. Next is
problem statement described the problems and issues of the research identify by the researcher.
Its including the research hypothesises flow a logically from discussion present the statement of
the problem. Fifth step include the data analysis, result discussion. The end step is references of
the books and journal.
The very beginning of the report research project may useful cover by the researchers
done the place and the area for research. There are key aspects for a research project focus on the
gathering of data and get the result from the sources and background. The back ground for work
for providing sources for the research (Hayashi and et.al., 2012). Identify the causes, experience,
and observation, leading to one sort of theory or questions. Use the articles books and journals as
form of sources for research. Sources for collecting the information, questionnaire and
hypothesis for research.
In the present data collection method, used different research specifications are
mentioned below:
 Research approach: For analysing customers' views on products and services provided
by Starbucks, researcher is to use inductive approach that includes description of project,
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summary etc. Including this, all details including objectives, issues, applied theories for
data collection process are involved (Weinstein and et.al., 2013). Thus, this research
approach is used for measuring customers' views on coffee and other services of the
entity.
 Research philosophy: Collecting data related to identifying Starbucks' actual market
position, interpretivism approach is used. In which, actual position of entity is identified
also impact on further business operations as well generate ideas for maximizing
customers' satisfaction on large scale (Tufford and Newman, 2012). Therefore, by using
this approach, market position and competitiveness of the enterprise can be identified
efficiently for increasing profitability and sustaining good reputation in global market.
 Research design: Researcher is to use descriptive approach for analysing customers'
views on services of Starbucks. It includes all positive and negative aspects of the
business enterprise as issues, suggestions and ideas for further implementations. Hence,
by using discriptive structure for research method, it is able to implement further
strategies and implementation in business operations (Baskerville and Wood-Harper,
2016).
 Research methods (Data collection): There are different methods used for data
collection at primary and secondary level. It is useful to identify Starbucks' market
position on behlaf of which further ideas are implemented (Bell, 2014). However,
primary and secondary data collection methods as well its tools can be understood as
below:
Primary sources- These source are material that a investigator explain, analyse, interpret
and which achieve the researcher as close the possible to the ideas, information and events
researching without analysis the subject. This type of sources including the survey, observation,
interview, historical papers and field work to collect the current information about the topic
(Tufford and Newman, 2012). Primary sources are help to identify the problems and get the
solution.
Secondary sources- This sources material take place the primary in context for use in the
report. These sources include the articles. Magazines, old research papers, online, old reports,
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secondary accounts and biographic. Secondary data are easily available in the market to get the
information, methods, know about the tools and techniques and organisation records.
Tertiary sources- this type of sources that assemble information from the use of primary
and secondary data the view print of the sources is general and removed from the original
sources. Tertiary sources include the database, dictionaries, indexes, textbooks, encyclopaedia’s,
and guidebooks. It is easily available in the market of any shops, online.
Collection of data for a company research in a form of written information into a standard
format and order. Researchers use the data in a systematic form according to the organisation
capability, availability of the money or time and manpower. Company use the data collection
methods including the quantitative and qualitative research in the market. In the quantitative
research provide the address what of the program and qualitative approach to address the how
and why of the program of research. Company use the quantitative approaches to identify what
identify by the researchers and what id the problem in the (Stevens, Hussein and Manthorpe,
2012). Starbucks use the qualitative function to why investigate in the market why the use of
different methods and strategy are. In the other hand many types of data collection are
questionnaire fulfil by the peoples form the survey, registration a particular variable that change
slowly, conduct the interview represent the question and get the answer from different
types(Human Microbiome Project Consortium, 2012). Collect the relevant data from the market
survey, identify the consumer level and approaches for the research.
Company use the research and evaluation methods to including the information, strategy,
approach, researchers focused on the problems and issues, carte hypothesis, use techniques and
make research recommendation. In the evaluation phase use the information for making decision,
stakeholders focused, use methods and analysis, make recommendation for based on the key
questions and report to the stakeholders. Starbucks in a research report take the first step to
generate the new knowledge about the customer satisfaction level for its products and increases
its sales revenue in the market, its employee’s performance, and use new technique for its
operation part. The next step is the focused of the researchers on the problem in the research
topic and use best methods and strategies to solve the issues. The main focus of the company to
fulfil the consumer needs and wants to balance the level of the profit and sales in the market. Use
the hypothesis and analysis the all approaches to help in decision making (Hoegh, Khazanovich.
7

and Jense, 2010). Make the recommendation uses in the identified the best techniques for the
balance the all factors of the company and give the report for result publish. In the evaluation
information to make decision by the higher level authenticity of the business including with
stakeholders. Stakeholders focused on the agreement to create the before the research to
increases the sales and profit. Next in use the key questions put up by the customers,
subordinates, in the research. The recommendation based on the questionnaire and give report to
the stakeholders.
For collecting customers' views on coffee and services of Starbucks, researcher selects
50 customers randomly to conduct survey. In this process, he prepares questionnaire consists of
list of questions regarding organisation's services. However, these questions are as mentioned
below: (See appendix 1st).
DATA ANALYSIS
Interpretation of the data it is part of daily routine for an organization to provide the daily
reports, data, detail of the workers. Company start the analyse the information with the goals and
review of the researchers. This will help the business take place and area for investigate. Basic
analysis of the quantitative and qualitative approaches to give the rating and ranking according to
the problem and its solutions. Analysis of the all information’s to focus on the groups,
interviews, survey and questionnaire. Presentation is the process of organising data into a
sequential and logical form, to create a meaningful report and classified the data for make
interpretation. Analysis of the data as a separation of the whole information into a constitute
parts. Company use this process of breaking up the all information into a consideration parts of
categorise its parts according to the questionnaire under the statement of the problems. Starbucks
use the qualitative analysis for based on the precise measurement and evaluation claims.
Quantitative analysis for the employers on data that have been assigned a numerical value in the
project. Interpretation section give the answer the questions in relation to the study. In this
section researchers demand on the perspectives and creativity on the report. Starbucks interpret
the data result managers tie up the result the theory including the conceptual frame work, review
of the literature and potential significance of the applications (Weinstein and et. Al, 2013). Next
step ids examine, justify, summarised the result include the conclusion and interpretation of the
findings.
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Results on conducting survey with 50 randomly selected customers of Starbucks can be
understood as follows by which market position of enterprise can be analysed:
Thematic analysis:
Theme 1: Satisfaction level of respondents with services of Starbucks
Satisfied 30
Highly satisfied 10
Dissatisfied 7
Highly dissatisfied 3
Total number of
respondents 50
Interpretation: At first, researcher asks about satisfaction level of respondents with
goods and services of Starbucks. It is interpreted that 30 out of 50 of them are satisfied with
coffee shop's services on large scale. It shows effective satisfaction of them towards services and
9
Satisfied Highly satisfied Dissatisfied Highly dissatisfied
0
5
10
15
20
25
30
Column C

good market position. On the basis of this, it can be forecast that this attraction of customers can
be maintained and enhanced at higher level for longer time period.
Theme 2: The most attractive service of Starbucks
Variety in coffee 40
Fast food and beverages 5
Customer dealing services 5
Total number of
respondents 50
Interpretation: It is recognised that 80% respondents are satisfied with variety in coffe of
Starbucks which is quite effective and attractive for implementation in the future time as well.
Including this, they also express their views that its coffee and services are world famous as
demanded at higher level as brand.
Theme 3: Frequency of respondents to visit the coffee shop
2-3 times monthly 20
10
Variety in coffee
Fast food and beverages
Customer dealing services
0 5 10 15 20 25 30 35 40 45
Column C

once in a month 10
3-4 times in a month 10
Annually 5
Rare 5
Total number of
respondents 50
Interpretation: It is identified that 20 out of 50 respondents visit 2-3 times a month in
Starbucks for coffee and beverages. However, this attraction towards services can be maintained
in further years also encourages entity to create innovations in services for longer time
sustainability in competitive market.
Theme 4: Respondents who recommend their friends and family for Starbucks' services
Yes 45
No 5
11
20
10
10
5
5
2-3 times monthly
once in a month
3-4 times in a month
Annually
Rare

Total number of
respondents 50
Interpretation: Through this data analysis, market position of Starbucks can be
recognised. In this regard, it is interpreted that 90% respondents out of them recommend their
friends and family members for varieties in coffee of the entity. Thus, it is gained that Starbucks
has good reputation in market globally can be able to sustain customers' attraction with it
efficiently.
Theme 5: Respondents' views on quality services of Starbucks
Effective 30
Satisfied 10
Neutral 7
12
Yes No
0
5
10
15
20
25
30
35
40
45
Column C

Dissatisfied 3
Total number of
respondents 50
Interpretation: It is essential to analyse customers' views on quality in coffee and
services of Starbucks. It is gained that 40 out of 50 express positive comments on its services in
all angles. Therefore, it can be maintained and sustained for the further years effectively.
Theme 6: Factors required to be considered for improvement in services
Cost effectiveness 25
Customer dealing services 20
Quality in goods 5
Total number of
respondents 50
13
Effective
Satisfied
Neutral
Dissatisfied
0 5 10 15 20 25 30 35
Column C

Interpretation: It is critical evaluation on customers' views towards services of
Starbucks. It is identified that on services of coffee shop, high cost is incurred which is
unaffordable for all individuals. Therefore, it should be considered and implemented for the
further years effectively.
TASK 4
14
Cost effectiveness
Customer dealing services
Quality in goods
0 5 10 15 20 25 30
Column C

15

CONCLUSION AND RECOMMENDATION
Conclusion
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On the basis of this report are concluded the Starbucks research on the customer
satisfaction level for its product and services in the market. Company use the different methods
and techniques to analysis the data. Researchers use the different types of sources to collect the
data for increase performance level of the employers. It's also use the new techniques for its
operations.
Recommendation
Company use the recommendation for the considerations include the aspect of the
company research on the customer satisfaction and controlling the potential workplace
operations and employers performances. Company give the recommendation as a best course of
action taken by the managers. Its decide the someone or something is good and deserve to be
chosen. Company give the suggestion about the what methods use in the project to identify the
best tools and techniques give a formal letter that explained why employers qualified for the
handling the all project functions. Starbucks use the recommendation for give the suggestion or
proposal with the best course of actions, methods, techniques and put forward by an authoritative
body (Dong and et.al., 2011). The use the new techniques tom increases the performance of the
employers. Set a goal to achieve the maximisation in the sales and put the extra effort in the
operations' department. Company focus on the quality of its products to maintain the value in the
market. Its hire the people with good skills for treat the consumer with good attitude. To
maintain the regular customer record to give the same offers by the company. Target the local
market to increases the sales and communicate the audience in the research on the clients taste.
17

REFERENCES
Books and journals
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Baskerville, R.L. and Wood-Harper, A.T., 2016. A critical perspective on action research as a
method for information systems research. In Enacting Research Methods in Information
Systems. 8(6). pp.169-190.
Bell, J., 2014. Doing Your Research Project: A guide for first-time researchers. McGraw-Hill
Education (UK).
Dong, X. and et.al., 2011. Sustaining Community-University Partnerships: Lessons learned from
a participatory research project with elderly Chinese. Gateways: International Journal of
Community Research and Engagement. 6(5). pp.31-47.
Hayashi, K and et. Al , 2012. Collective empowerment while creating knowledge: a description
of a community-based participatory research project with drug users in Bangkok,
Thailand. Substance use & misuse. 47(5). pp.502-510.
Hoegh, K., Khazanovich, L. and Jense, M., 2010. Local calibration of Mechanistic-Empirical
pavement design guide rutting model: Minnesota road research project test sections.
Transportation Research Record: Journal of the Transportation Research Board. (2180).
pp.130-141.
Human Microbiome Project Consortium, 2012. A framework for human microbiome research.
Nature. 486(7402). pp.215-221.
Kundzewicz, Z. and et.al., 2014. Floods at the northern foothills of the Tatra Mountains—A
Polish-Swiss research project. Acta geophysica. 65(3). pp.620-641.
McNeill, J. and et.al., 2012. International Code of Nomenclature for algae, fungi and plants.
Regnum vegetabile. 45(3). pp.90-99.
Meyer, J. and et.al., 2012. Efficient data management in a large-scale epidemiology research
project. Computer methods and programs in biomedicine. 56(3). pp.425-435.
O'Leary, Z., 2013. The essential guide to doing your research project. Sage.
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Osseiran, A. and et.al., 2014. Scenarios for 5G mobile and wireless communications: the vision
of the METIS project. IEEE Communications Magazine. 789(5). pp.26-35.
Sein, M.K. and et.al., 2011. Action design research. MIS quarterly. pp.37-56.
Stevens, M., Hussein, S. and Manthorpe, J., 2012. Experiences of racism and discrimination
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Tufford, L. and Newman, P., 2012. Bracketing in qualitative research. Qualitative social
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APPENDIX
Appendix 1st:
Name:
Age:
Q.1 Are you satisfied with services provided by Starbucks?
 Satisfied
 Highly satisfied
 Dissatisfied
 Highly dissatisfied
Q.2 Which of the following service of the organisation attract you the most?
 Variety in coffee
 Fast food and beverages
 Customer dealing services
Q.3 How frequently use visit Starbucks for coffee and other services?
 2-3 times monthly
 once in a month
 3-4 times in a month
 Annually
 Rare
Q.4 Do you recommend your friends and family for services of the enterprise?
 Yes
 No
Q.5 Comment on qualities in coffee and services of Starbucks?
 Effective
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 Satisfied
 Neutral
 Dissatisfied
Q.6 Regarding you, on which of the following factor, entity required to be considered?
 Cost effectiveness
 Customer dealing services
 Quality in goods
Any suggestion for improving services of Starbucks..........
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