Starbucks: Employee Motivation, Productivity, and Performance Research

This research project investigates the motivational tools and techniques employed by Starbucks to enhance employee productivity and organizational performance. The project begins with an overview of the research, including its background, aim, objectives, and research questions. A compre...Read More

RESEARCH
PROJECT

Table of Contents
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research .................................................................................................................1
Background of the research ........................................................................................................1
Research Aim..............................................................................................................................1
Research Objectives....................................................................................................................2
Research Questions ....................................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
2.1 Impact of motivation on employees productivity at workplace............................................3
2.2 Different motivational tools and techniques by which employees productivity can be
increased at organisational level.................................................................................................4
2.3 Effectiveness of employees motivation on organisational performance of Starbucks.........5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................6
Type of Investigation..................................................................................................................6
Research Design..........................................................................................................................6
Data Sampling.............................................................................................................................6
Source of Data.............................................................................................................................6
Ethical consideration...................................................................................................................7
CHAPTER 4: DATA ANALYSIS .................................................................................................7
CHAPTER 5: CONCLUSION AND RECOMMENDATION....................................................18
5.1 Conclusion ..........................................................................................................................18
5.2 Recommendation ................................................................................................................18
REFERENCES................................................................................................................................1
..........................................................................................................................................................2

TITLE
To evaluate the motivational tools and techniques which are used by organisation in order
to improve employee’s productivity and performance - A case study on Starbucks.
CHAPTER 1: INTRODUCTION
Overview of research
Motivation can be considered as the most effective tool of firm which is widely used by
organisations in order to encourage their employees at workplace. In this modern scenario, each
business organisation is focused on providing high quality products and services to their
potential customers in order to satisfy their needs and wants (Brophy, 2013). The major focused
area of firm is to generate high profits and revenue through offering various products and
services to their potential buyers who are willing to take benefits of offered products and services
of firm. Starbucks is an American coffee company and coffee-house chain. Organisation was
established in the year of 1971 in Seattle, Washington.
Background of the research
In this modern era, competition is high and each business firm is concerned with
reaching at a higher position in the market place through offering variety of goods and services
rather than their competitors. In an organisation, managers and higher authorities play the most
effective role in encouraging their employees and staff people at workplace so that their
productivity can be enhanced in an appropriate manner. This creates value for organisational
growth and success in the market place. Starbucks is the most popular coffee shop. Company
deals with a variety of coffee world-wide and focuses on satisfying the needs and wants of
customers. The firm is widely concerned on hiring well trained and educated people at
workplace in order to serve fast services to their clients (Carter and et. al., 2013). They usually
motivate their staff people through providing extra incentives, salary, benefits, etc. so that they
can contribute their significant efforts at workplace in order to develop the organisational
performance and productivity.
Research Aim
This can be considered as the most effective part of research as all activities of
investigation are based on research aim which needs to be prepared by researcher in beginning of
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research project. The aim of current study is “to evaluate the motivational tools and techniques
which are used by organisation in order to improve employee’s productivity and performance - A
case study on Starbucks”. The present study is based on motivational tools which are effective in
encouraging employees at workplace.
Research Objectives
This part of research plays the most essential role in describing some objectives which
are based on research aim (Dartey-Baah and Amoako, 2011). This helps in providing the right
direction to research for carry out work in right way. Some important objectives are evaluated as:
 To determine the impact of motivation on employee’s productivity at workplace
 To identify different motivational tools and techniques through which employee’s
productivity can be increased
 To ascertain the effectiveness of employee’s motivation on organisational performance of
Starbucks
 To recommend various ways through which organisation can attain high competitive
advantage in the market place
Research Questions
This part of research is based on investigation objectives and prepared by researcher for
moving forward towards the right direction. These are also linked with the research topic where
some questions are described as below:
 What is the impact of motivation on employee’s productivity at workplace?
 What are the different motivational tools and techniques through which employee’s
productivity can be increased?
 How to analyse the effectiveness of employee’s motivation on organisational
performance of Starbucks?
2

CHAPTER 2: LITERATURE REVIEW
This part of research helps in providing an in-depth research through using secondary
sources of information. This plays the most essential part in research project to render accurate
direction to researcher for moving towards right way (Gardner, Wright and Moynihan, 2011). In
this section of research, researcher carries out the activities through taking viewpoints of various
authors, writers and investigators. This section is based on the critical evaluation which is done
by researcher. Past research projects are very much effective in generating new project in an
efficient manner as it helps in providing proper and relevant information that is related with the
research aim or objectives. This section of research is done through research questions which are
based on objectives.
2.1 Impact of motivation on employees productivity at workplace
As per the viewpoints of Manzoor, 2012. In this competitive world, each small as well as
large business organisation is focused on expanding their business activities at a large level in
order to gain a strong position in the market place. As a large business organisation, it is required
for Starbucks to maintain their competitive advantage and for this, company motivates their
employees for developing their performance and productivity which cause high growth and
profitability of firm. There is a huge impact of motivation on employee’s productivity in which
some are described as under: Job satisfaction: Motivation can be described as the most essential tool of firm which is
used by organisational managers for encouraging their employees at workplace.
Motivation causes job satisfaction for employees (Simões, Redondo and Vilas, 2013).
Through encouragement, employees feel more satisfied with their work and ensure about
their job security. Achievement of goals: The major purpose of each business organisation is to achieve
their goals and objectives in desired period of time so that competitive advantage can be
attained in an effective way. Motivation is considered as an essential element which
works as a supporter of employees so that they will work with more passion and
confidence which may cause higher productivity of firm (Girard, Ecalle and Magnan,
2013).
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 Team work: Motivation has a huge impact on the team work. Encouraged people are
very much focused towards their work and performing tasks with more coordination.
Manager plays a vast role in motivating employees through engaging them in different
teams as per their skills and abilities.
2.2 Different motivational tools and techniques by which employees productivity can be
increased at organisational level.
According to the opinion of Lisa McQuerrey, 2017. employees motivation is most
essential tool for developing organisational performance at market place. Increasing motivation
at work place helps in improving performance and productivity of firm as well as employees.
Human resource can be considered as the most effective tool, who contributes their significant
efforts in enhancing organisational growth and profit. There are various tools of motivation
through which employees productivity can be enhanced in which some are determined as as
under: Create a positive work environment: In an organisation managers and higher authority is
concern on providing upbeat and positive working environment to their employees in
order to motivate them for contributing their best efforts at work place. A positive and
friendly environment helps employees to perform all assigned duty and task with more
coordination. Set goals: It is the major responsibility of manager to provide proper induction about the
organisational work so that employees can aware about the roles and responsibilities
which are required to perform by them at work place. Predetermined goals and objectives
helps employees to become self motivated through providing appropriate direction for
enhancing their productivity.
 Provide incentives: This is the best way to motivate employees at work place. Starbucks
generate incentives for individual employee or team to motivate them as a group, this will
helps in establishing coordination among employees for performing task and duty in
more efficient manner (Goetsch and Davis, 2014). In this financial or non financial
incentives are involved such as cash prizes, gift card, restaurants gift certificates etc. non
financial incentives like extra vacation, choice of office space, parking spots etc.
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2.3 Effectiveness of employees motivation on organisational performance of Starbucks.
As per the view point of Leblebici, 2012, Nowadays, due to rapid globalization
competition become more extreme, mainly for services industry who are dealing in similar
products. As a most popular coffee supplier company Starbucks putting various efforts in order
to maintain their position at market place. The most vital element for organisational success is
not only the high quality of product which are offered by them at market place, but the
atmosphere of firm and yield amount of teamwork in retail sales. In order to gaining high growth
and success it is required for organisation to motivate their first line staff who are very much
close to the customers and know the actual needs and wants of customers. Employees motivation
helps in increasing productivity of firm through contributing their significant efforts at work
place. Staff member are very much close to the activities so it is necessary for manager and
higher authority to encourage their skilled employees for enhancing their working ability and
skill to perform at work place ( Janssen, Erkens and Kirschner, 2011). Motivated employees are
more effective in producing high quality goods and services in order to enhancing organisational
as well as their own performance. As a large business enterprises Starbucks is concern on
motivating employees in order to attaining high competitive advantage for rendering high
competition to their competitors. Large number f people are attracted towards Starbucks just for
their high quality and fast services and the company charge a least amount for a high quality
product and services. They take their customers as their priority.
5

CHAPTER 3: RESEARCH METHODOLOGY
This section of research is based on various applications which plays most effective role
in providing significant direction to the researcher for carry out the whole research activities in
right manner so that outcomes can be accumulated in proper way (Lajoie and Derry, Eds., 2013).
The research applications are related with various tools and techniques which are evaluated as
below:
Type of Investigation
It is the foremost duty of researcher to determine the type of research as it can be
qualitative or quantitative in nature. Qualitative research is based on quality of data which are
gathered by researcher from various resources, on the other side quantitative data is depend on
quantity of data. For taking present research into consideration qualitative research method has to
be taken into proper action because it is more effective in analysing collected data and
information through applying appropriate tools and techniques.
Research Design
This is a blueprint of research which helps in carry out the whole research into right
direction through implementing each activity into a proper formate. This part of research is
categorised among three parts such as descriptive, exploratory and experimental research design.
In this present research descriptive research designed has to be taken as it helps in providing a
proper and easy formate for implementing all activities into right manner.
Data Sampling
This is an another important part of research methodology through which appropriate
sample has to be selected that replicates from the original population. The sample can be
probabilistic or non-probabilistic in nature (Mowday, Porter and Steers, 2013). In this current
research project purposive sampling has to be taken by researcher as it is more effective in
collecting relevant information about the research topic. In this part sample size of 30 has to be
taken who are regularly taking advantages of offered products and services of firm.
Source of Data
In this current research project data has to be gathered through conducting an effective
marketing survey and researcher prepare a questionnaire, which is filed by 30 respondents who
are relicts from the original population.
6

Ethical consideration
This can be described as the most important part of research which helps in determining
all issues and conflicts which are faced by researcher at the time of conducting research project.
Problems and issues are uncertain in nature, they can arise while performing research activities
and has a huge impact on research outcomes. Time and money can be considered as the major
issue for researcher as the given time for research completion is very limited and it is not
possible for researcher to perform all activities effectively. It is necessary for investigator to
manage proper flow of fund and capital.
CHAPTER 4: DATA ANALYSIS
This part of research plays effective role in analysing all data and information which are
gathered by researcher through primary and secondary source of data collection. In this present
research literature review has to be done on the basis of secondary source. Questionnaire is
prepared as a primary source. For the present study data has to be measured through thematic
analysis which are based on questionnaire.
QUESTIONNAIRE
Q1) Does motivation has a huge impact on organisational performance? Frequency
 Yes 28
 No 2
Q2) Which motivational tools are used by Starbucks for enhancing employees
productivity?
Frequency
 Provide Incentive 15
 Recognize Achievement 6
 Share Profitability 4
 Solicit employee input 2
 Provide professional enrichment 3
Q3) Do you think that training program is compulsory for the employees? Frequency
7

 Yes 25
 No 3
 Can't say 2
Q4) What is the impact of employees motivation on their productivity and
performance?
Frequency
 Job Satisfaction 12
 Achievement of goals 8
 Team work 10
Q5) Which motivational tools are used by business in order to enhance their
performance at market place?
Frequency
 Financial tools 20
 Non-Financial tools 7
 Others 3
Q6) How often the motivation tools needs to be modifies? Frequency
 In 2 Months 5
 In 6 Months 19
 More than 1 Year 9
Q7) Does motivation is helpful in establishing effective relationship with
subordinates and co-workers?
Frequency
 Strongly Agree 23
 Strongly Disagree 7
Q8) Which is the most effective product of Starbucks that helps in enhancing
performance of firm?
Frequency
 Cold Drink 5
 Whole-bean coffee 20
8

 Loose-leaf teas 3
 Fresh Fruit Juices 1
 Sandwiches 1
Q9) How motivation is effective for career growth? Frequency
 Increasing knowledge 10
 Developing skills 8
 Reduce Hesitation 8
 Improving leadership skills 4
Q10) Provide recommendation which changes are required to made by firm in
respect to enhancing organisational productivity or profitability.
9

Theme 1: Motivation has a huge impact on organisational performance.
Q1) Does motivation has a huge impact on organisational performance? Frequency
 Yes 28
 No 2
Interpretation:
As per the above mentioned graph it has been concluded that motivation has a huge
impact on organisational performance. 28 out of 30 respondents are in favour with this statement
and remaining people are not in favour with the same.
10
Yes No
0
5
10
15
20
25
30 28
2
Column B

Theme 2: There are various motivational tools are used by Starbucks for enhancing employees
productivity.
Q2) Which motivational tools are used by Starbucks for enhancing employees
productivity?
Frequency
 Provide Incentive 15
 Recognize Achievement 6
 Share Profitability 4
 Solicit employee input 2
 Provide professional enrichment 3
Interpretation:
According to the above discussion it has been described that as a large business
enterprises Starbucks deals in wide area and adopt various motivational tools in order to
sustaining employees for long run of business activities. According to 15 respondents incentives
are effective in motivating employees, 6 people go with recognising achievement, 6 people are in
11
Provide Incentive
Recognize Achievement
Share Profitability
Solicit employee input
Provide professional enrichment
0
2
4
6
8
10
12
14
16 15
6
4
2
3
Column B

favour with profitability, 2 people select the option of Solicit employee input and remaining go
with professional enrichment.
12

Theme 3: People think that training program is compulsory for the employees.
Q3) Do you think that training program is compulsory for the employees? Frequency
 Yes 25
 No 3
 Can't say 2
Interpretation:
As per the given report it has been evaluated that in this competitive era there is a huge
requirement of employees training at work place. 25 out of 30 people are in favour with this
statement and 3 people are not in favour with the same and remaining people not give any
opinion on that.
13
Yes No Can't say
0
5
10
15
20
25
25
3 2
Column B

Theme 4: There is a huge the impact of employees motivation on their productivity and
performance.
Q4) What is the impact of employees motivation on their productivity and
performance?
Frequency
 Job Satisfaction 12
 Achievement of goals 8
 Team work 10
Interpretation:
According to the above mentioned graph it has been concluded that there is various
benefits of motivation on organisational performance. 12 people select the option of job
satisfaction, 8 respondents choose achievement of goals and remaining people go with the option
of team work.
14
Job Satisfaction Achievement of goals Team work
0
2
4
6
8
10
12
12
8
10
Column B

Theme 5: Starbucks use different motivational tools in order to enhance their performance at
market place.
Q5) Which motivational tools are used by business in order to enhance their
performance at market place?
Frequency
 Financial tools 20
 Non-Financial tools 7
 Others 3
Interpretation:
According to the description of research project it has been concluded that as a large
American coffee company Starbucks use various motivational tools in order to encouraging
employees at work place so that productivity can be enhanced through their high range of
performance. 20 out of 30 people are in favour of financial motivational tools, 7 people go with
non-financial tools and remaining people go with other option.
15
Financial tools Non-Financial tools Others
0
2
4
6
8
10
12
14
16
18
20
20
7
3
Column B

Theme 6: Motivation tools needs to be modifies at continuous level.
Q6) How often the motivation tools needs to be modifies? Frequency
 In 2 Months 5
 In 6 Months 19
 More than 1 Year 9
Interpretation:
As per the above given graph it has been identified that motivational tools needs to be
modify at continuous basis. Some people think it needs to be change within 2 months, maximum
respondents think that it should be change in every six month and some people go with the
option of more than 1 year.
16
In 2 Months In 6 Months More than 1 Year
0
2
4
6
8
10
12
14
16
18
20
5
19
9 Column B

Theme 7: Motivation is helpful in establishing effective relationship with subordinates and co-
workers.
Q7) Does motivation is helpful in establishing effective relationship with
subordinates and co-workers?
Frequency
 Strongly Agree 23
 Strongly Disagree 7
Interpretation:
As per the above mentioned report it has been described that motivation is helpful in
establishing effective relationship with subordinates and co-workers. 23 out of 30 people are
agree with this statement and 7 people are disagree with the same.
17
Strongly Agree Strongly Disagree
0
5
10
15
20
25 23
7
Column B

Theme 8: Starbucks has variety of products which are helpful in enhancing performance of
firm.
Q8) Which is the most effective product of Starbucks that helps in enhancing
performance of firm?
Frequency
 Cold Drink 5
 Whole-bean coffee 20
 Loose-leaf teas 3
 Fresh Fruit Juices 1
 Sandwiches 1
Interpretation:
According to the above discussion it has been concluded that as a most popular brand
Starbucks has variety of goods and services which are helpful in enhancing performance of firm
at market place. The company provide various products to their potential buyers such as Cold
Drink, Whole-bean coffee, Loose-leaf teas, Fresh Fruit Juices, Sandwiches. Among all products
coffee helps in increasing organisational sales at large level.
18
Cold Drink
Whole-bean coffee
Loose-leaf teas
Fresh Fruit Juices
Sandwiches
0
2
4
6
8
10
12
14
16
18
20
5
20
3
1 1
Column B

Theme 9: Motivation is effective for career growth.
Q9) How motivation is effective for career growth? Frequency
 Increasing knowledge 10
 Developing skills 8
 Reduce Hesitation 8
 Improving leadership skills 4
Interpretation:
As per the above mention graph it has been concluded that motivation is effective for
individuals career growth as it helps in Increasing knowledge, Developing skills, Reduce,
Hesitation , Improving leadership skills.
19
Increasing knowledge
Developing skills
Reduce Hesitation
Improving leadership skills
0
1
2
3
4
5
6
7
8
9
10
10
8 8
4 Column B

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CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
As per the above mention report it has been concluded that each business organisation is
focused on motivating employees in respect to increasing firms performance and productivity at
market place. Employees are the most essential source of firm and contributing their best efforts
at work place through performing multiple tasks and duties, this create value for firm as well as
employees own career growth. In this modern era each business firm is widely concerned on
providing training program to their employees in respect to developing their skills and ability to
performing task an duty at work place. Large as well as small business organisations are focused
on encouraging employees through providing incentives, extra salary, high profit ion shares etc.
motivation is beneficial for firm or its growth at market place.
5.2 Recommendation
This part of research helps the researcher to making effective correction that are required
for completion of research work. It is necessary for investigator to carry out the whole research
work into right direction just for attaining desired goals and objectives in efficient manner.
Researcher needs to create a time frame work in which all task and activities are implemented as
per their priority and requirement. This create value for fast completion of research work in
appropriate direction. Researcher should maintain the proper flow of money and capital because
some activities are cost consuming but plays effective role so appropriate amount of money helps
in carry out the research project into right direction.
21

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Dartey-Baah, K. and Amoako, G. K., 2011. Application of Frederick Herzberg's Two-Factor
theory in assessing and understanding employee motivation at work: a Ghanaian
Perspective. European Journal of Business and Management. 3(9). pp.1-8.
Gardner, T. M., Wright, P. M. and Moynihan, L. M., 2011. The impact of motivation,
empowerment, and skill‐enhancing practices on aggregate voluntary turnover: The
mediating effect of collective affective commitment. Personnel psychology. 64(2).
pp.315-350.
Girard, C., Ecalle, J. and Magnan, A., 2013. Serious games as new educational tools: how
effective are they? A meta‐analysis of recent studies. Journal of Computer Assisted
Learning. 29(3). pp.207-219.
Goetsch, D. L. and Davis, S. B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Janssen, J., Erkens, G. and Kirschner, P. A., 2011. Group awareness tools: It’s what you do with
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Lajoie, S. P. and Derry, S.J. Eds., 2013. Computers as cognitive tools. Routledge.
Leblebici, D., 2012. Impact of workplace quality on employee’s productivity: case study of a
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Business management and strategy. 3(1). p.1.
Mowday, R. T., Porter, L. W. and Steers, R. M., 2013. Employee—organization linkages: The
psychology of commitment, absenteeism, and turnover. Academic press.
Simões, J., Redondo, R. D. and Vilas, A. F., 2013. A social gamification framework for a K-6
learning platform. Computers in Human Behavior. 29(2). pp.345-353.
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Tan, C. L. and Nasurdin, A. M., 2011. Human resource management practices and
organizational innovation: assessing the mediating role of knowledge management
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Tan, T. H. and Waheed, A., 2011. Herzberg's motivation-hygiene theory and job satisfaction in
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Online
McQuerrey, L., 2017. Techniques of increasing motivation? [Online] Available through:
<http://smallbusiness.chron.com/7-techniques-increasing-motivation-55420.html>./
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APPENDIX
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