marketing research of starbucks cafe in robinsons place malolos

8/19/2019 Marketing Research of Starbucks Cafe in Robinsons Place Malolos

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Customer Satisfaction towards Starbucks Café’s Service

Baliwag Polytechnic College

Baliuag, Bulacan

Acknowledgement

The success and fnal outcome o this project required a lot o guidance

and assistance rom many people and need bless to hae got this all along

the completion o our project work! "hateer we hae done is only due to

such guidance and assistance and we would not orget to thank them!

#"e thank our subject proessor, $r! %lorentino Casuco &r! or giing us

opportunities to do this paper, $arketing 'esearch, and proiding us all

support and guidance which made our paper completed!

#To those author, editor, and researchers rom all the sources we used to gain

important inormation,

#To our respondents, or giing their time to answer our questionnaire,

#To our ellow students, most especially the BA$$#(A or sharing the ideas

and comments,

#To our parents, or the support that they gae to us, or the fnancial

assistance and moral support that make our paper worth done!

#And o course, we respect and thank our almighty )od, or guiding us while

we are doing this paper and those blessing that he gae to us!

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Vision and Mission Statement of Starbucks

Starbucks Mission Statement:

“To inspire and nurture the human spirit – one person, one cup and

one neighborhood at a time."

tarbucks has a unique style o combining both $ission tatement and

-ision tatement together! .oweer, the main content o tarbucks is still

clear, concise, and direct or the target audience! tarbucks/ combine

$ission and -ision statement can be broken down into di0erent key elements

which are the ollowing1

Customers 2 Although tarbucks holds customer satisaction through

quality#made beerages as important, they also ocus on the signifcance o

human connection!

Stores 2 The tarbucks mission statement also ocuses on making their

stores a 3haen4 or people to go to wheneer necessary!

Neighborhood2 tarbucks considers their stores as part o the community it

is in, and are ery passionate about doing their part and being responsible

about it!

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CHAPTER I:EEC!TIVES!MMAR"

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#$# Research %b&ecti'es

The general objectie o this marketing research is to determine how

good tarbucks Ca6 at 'obinsons Place $alolos in meeting customer

satisaction in terms o serice!

pecifcally, the ollowing shows the researchers/ aims1

*! To know i the customers were satisfed in terms o serice speed!5! To know i the customers were satisfed in terms o dining serice!(! To know i the customers were satisfed in terms on employees

sanitation and cleanliness!7! To know i the customers were satisfed in terms on employees

approach!8! To know i the customer will return to make uture purchases and will

recommend it to others!

#$( Methodo)og* This study will be made through 9escriptie 'esearch! The

researchers used this approach to describe characteristics o releant

group, to determine the satisaction o the customers regarding to the

characteristics o tarbucks Ca6 in 'obinson/s Place $alolos in terms o

serice and to make specifc predictions!:n order to answer these research goals, the researcher opted to obtain

the iew o the customers in tarbucks Ca6 'obinson/s Place $alolos at

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di0erent days and time! pecifcally, a total o 5;; respondents were

randomly selected to make up the sample! elected participants

answered a surey questionnaire in structured ormat! 9ata gathered

rom this research instrument were then computed or interpretation!

Along with primary data, the researcher also made use o secondary

resources in the orm o internet to support the surey results!

#$+ Ma&or ,indings This part starts by presenting the fndings obtained rom the research,

by setting out the results o the questionnaires! The researcheramined, to proide case studies o

tarbucks< customers i they are really satisfed rom its serices!

?idence used to orm these case studies came rom sureys o di0erent

respondents! The case studies attempt to inestigate the impact and

degree o customer contentment o di0erent indiiduals!

The analysis o the responses to the questionnaire clearly indicates

that respondents were satisfed with the serice although there are some

actors or them to be dissatisfed such as due to waiting time that

e>ceeded 8 minutes upon reaching the counter and getting their order!

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:t was proen that the respondents were satisfed with the way the

crew welcomes them when entering the ca6! As or the immediate

response o crew or sta0 in need o customer assistance or complaints, it

has been proen that they were satisfed with the pleasant manner o the

response o the crew!

The oerall data gathered shows that the satisaction o the

respondents will make them recommend tarbucks Ca6 at 'obinsons

Place $alolos to amily members, riends or others!

%rom these fndings the researchers hae no problems oreseen that

there is a reason or the customers to be dissatisfed as supported by the

data obtained!

#$- Histor*

9ecember 7, *@@, the Philippines had its frst taste o the tarbucks

?>perience with its ery frst branch at the 8; Ayala Building in $akati

City! tarbucks has since won the hearts o the %ilipinos!

The opening o the 8; Ayala store marked an important milestone in

our history 2 the Philippines became the third market to open outside

orth America!

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The tradition o warm hospitality, constant need or connection, and

loe or co0ee 2 these are the qualities that make tarbucks Co0ee and

the %ilipino people a great culture ft!

CHAPTER II:

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($# Introduction

tarbucks was established in *@* by three local businessmen to sell

high quality whole beans co0ee! :n *@D* when .oward chult= isited the

store he planned to build a strong company and e>pand high quality co0ee

business with the name o tarbucks! tarbucks aim is to proide high

quality o co0ee to its consumer and aim to achiee product innoation,

retail e>pansion and proide serice quality or long term!

tarbucks open its frst co0ee store in eattle, "ashington! :n *@@;

tarbucks e>pand its headquarters in eattle and also build a new roasting

plant! :n *@@;s tarbucks opens ; retails shops in Enited Fingdom! At the

end o 5;;;s tarbucks total branches was (,8;;! Co0ee is one o the

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rapidly growing industries in this world due to its business strategy!

According to national co0ee association, EA 7@G o American age *D and

more drink co0ee beerage eery day! Co0ee industry was in peak o its

success at the end o *@@;s!:n the end o 5;th century there are many changes in market that

helped tarbucks getting successul! The most important change o the last

twenty, thirty years is the changes o economic policies oer the world!

tarbucks target market was *D years to 57 years young proessional

because they are not yet been loyal with co0ee industry! tarbucks sales

totally depends on company operate retail stores and certifed retail

operations, tarbucks sells co0ee and tea products through many others

channels like distribution targeting restaurants, hotels, colleges and

uniersities and other work places! According to %leisher H Bensoussan

I5;;5J tarbucks target market was wealthy, upper class and educated who

are agree to pay high prices o tarbucks due to its high quality and

customer serice! The company strategy comprises to locate its stores at picky places

such as the frst Koor o blocks o oLces, underground main entrance and

urban areas! Mne o its branches was successully built and established at

'obinsons Place $alolos in $ay 5*, 5;*7, and is aored by its numerous

customers! The continuous success though was recently built is interrupted!

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Mne o its strategies is that the stall is a place or eeryone, or meeting up

with someone else whose ood preerences are unknown! The ambiance and

its consistent conenience are also considered!

($( .e/nition of the Prob)em0enera) Prob)em The study intends to inestigate i the serice in tarbucks Ca6

'obinson/s Place $alolos can a0ect customer satisaction!S1eci/c Prob)ema! 9escribe the characteristics o the participants in terms o age,

gender, and status!b! :dentiy i tarbucks Ca6 satisfes their customers in terms o

cleanliness and sanitation o sta0, dining serice, employees

approach, and speed o serice!

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RESEARCH.ESI0N

+$# Sca)ing Techni2ues

:n measuring the data gathered, researchers use di0erent scaling

techniques! These are the nominal scales, ordinal scales and interal scales!

'esearchers used nominal scale due to the respondents who grouped

as students, employed, and unemployed and also in identiying the gender o

the respondents! Another scaling technique used is ordinal scale! :t is used in

classiying indiidual/s responses regarding to their satisaction towards

tarbucks Ca6 serices! To classiy the age o the respondents, time

duration o waiting and requent o isit, researchers used interal scale!

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+$( 3uestions

The researchers prepare a list o questions which is intended to elicit

answers rom respondents! ?ach question should be proided with a list o

possible answers in order or the respondents to easily complete the needed

inormation! Closed end question is the type o question used in this research

to limit the customer/s response!

+$+ Sam1)ings

ample sureys are allowed since the entire population o a study is

unaailable to the researcher! Also, sample sureys are preerred due to

material constraints like money, time and e0orts! "ith a limited length o

time and resources, we can obtain considerable amount o inormation rom

each o the small number o respondents and alidity iner conclusions about

the entire population using the on# 'andom ampling! 'esearchers

collected a small portion o the population by which not all the members in

the population are gien the chance to be included in the sample!

Nuota sampling is the kind o non#random sampling technique used in

this research due to its relatiely quick and ine>pensie method to operate

since the choice o the number o persons to be included in a sample is done

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at the researcher/s own conenience or preerence and is not predetermined

by some careully operated randomi=ing plan!

+$+ ,ie)d of 4orks

The research conducted a surey to the customers o tarbucks

Ca6 in 'obinsons Place $alolos as respondents in order to gather

releant data! The descriptie method is then appropriate as this can

allow the identifcation o the similarities and di0erences o the

respondents/ answers! %or this research, two types o data were gathered!

These included the primary and secondary data types! The primary data

were deried rom the answers by participants gae during the surey

process! The secondary data on the other hand, were obtained rom the

internet that is releant to the questionnaire!

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CHAPTER IV:

.ATA ANA5"SIS

:n this chapter, the data gathered rom the customers o tarbucks

Ca6 in 'obinsons Place $alolos in relation to the research objecties! This

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chapter discusses the result o the semi#structured questionnaire responded

by 5;; respondents! Beore the initiation o the research study the

signifcance, rationale and purpose o the study were proided respondents!

%urthermore, the respondents hae also been gien the assurance that all

the data they will gie are used or the purpose o the research and the

identities o the respondents will be confdential! The object is to determine i

the serice a0ects the customer satisaction in tarbucks Ca6 'obinsons

Place $alolos! This is the manner unto which the study accounts the actors

and the perception on the criteria themseles!

The conduct o this study entails a detailed account o the response o

the participants! :t is assumed that the attributes o the respondents

inKuence their behaior and answers on the surey questions! M particular

signifcance to the achieement o the goals and objecties o the study 2

which is to be an instrument o analysis o the company to gauge where it is

now and where it is heading, thus what changes are to be made 2 is to be

able to answer the research questions!

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.istribution of Res1ondents 6ase on their 0ender

The distribution o the respondents is looked upon in terms o their

gender

0ra1h #

8*G7@G$ale

%emale

)raph * shows the number o respondents showing the distribution

based on their gender! %ity three percent I8(GJ were male, whereas orty#

seen percent I7GJ are emale respondents!

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.istribution of the Res1ondent 6ase on their Age


age!

0ra1h (

*8#5; 5*#58 5#(; (*#(8 (#7; 7*#78 7#8; 8* H aboe;G

8G

*;G

*8G

5;G

58G

(;G

(8G

*DG

*5G G *;G (*G *7G 8G (G

)raph 5 shows the distribution o respondents based on their age!?ighteen percent I*DGJ o the respondents were in the age o fteen to

twenty, twele percent I*5GJ were in the age o twenty#one to twenty fe,

seen percent IGJ were in the age o twenty#si> to thirty, ten percent I*;GJ

were in the age o thirty#one to thirty#fe, thirty#one percent I(*GJ were in

the age o thirty#si> to orty, ourteen percent I*7GJ were in the age o orty#

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one to orty fe, fe I8GJ were in the age o orty#si> to fty, and three

percent I(GJ were in the age o fty#one and aboe!

.istribution of the Res1ondent 6ase on their Status


status!

0ra1h +

tudents ?mployed Enemployed;G

*;G

5;G

(;G

7;G

8;G

;G

(G

8G G

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)raph ( shows the distribution o respondents based on their status!

Thirty seen percent I(GJ o them are students! %ity si> percent I8GJ o

them are employed and only seen percent IGJ o them are unemployed!

,re2uenc* of Customers Visit in Starbucks Caf7

The distribution o the respondents is looked upon in terms o the

requency o their isit

0ra1h -

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.istribution of the Res1ondent 6ase on the Time .uration 6efore

The* Reach the Counter

The distribution o the respondent is looked upon in terms o the time

duration beore they reach the counter!

0ra1h

* # ( $inutes 7 # $inutes # @ $inutes *; $inutes or $ore;G

8G

*;G

*8G

5;G

58G

(;G

(8G

7;G

78G75G

(DG *5G DG

)raph shows that orty#two percent I75GJ o them said that they

need to wait or * to ( minutes, thirty#eight percent I(DGJ o them said that

they need to wait or 7 to minutes, twele percent I*5GJo them said that

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they need to wait or to @ minutes and eight percent IDGJ o them said that

they need to wait or *; minutes or more!

.istribution of the Res1ondent;s Satisfaction 6ase on the Time

.uration before the* Reach the Counter

The distribution o the respondent is looked upon in terms i they are

satisfed with the time duration beore they reach the counter!

0ra1h <

77%

23%

Oes

o

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)raph shows that seenty#seen percent IGJ o the respondents

were satisfed despite the time duration and the remaining twenty#three

I5(GJ o the respondents were not satisfed with the time duration!

.istribution of the Res1ondent 6ase on the 4aiting Time to get

their %rder

The distribution o the respondent is looked upon in terms o the time

they need to wait beore they get their order!

0ra1h =

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* # ( $inutes 7 # $inutes # @ $inutes *; $inutes or $ore;G

8G

*;G

*8G

5;G

58G

(;G

(8G

7;G

78G

8;G

7*G

7G @G (G

)raph shows that orty#one percent I7*GJ o them said that they

need to wait or * to ( minutes, orty#seen percent I7GJ o them said that

they need to wait or 7 to minutes, nine percent I@GJ o them said that

they need to wait or to @ minutes and three percent I(GJ o them said

that they need to wait or *; minutes or more!

.istribution of the Res1ondent;s Satisfaction 6ase on the 4aitingTime before The* 0et Their %rder

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The distribution o the respondent is looked upon in terms i they are

satisfed with the waiting time beore they get their order!

0ra1h >

88%

12%

Oes

o

)raph @ shows that eighty#eight percent IDDGJ o the respondents

were satisfed despite the waiting time and the remaining twele percent

I*5GJ o the respondents were not satisfed with the waiting time!

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.istribution of the Res1ondent;s Satisfaction 6ase on the Sanitation

and C)ean)iness of the P)ace

The distribution o the respondent is looked upon in terms o sanitation

and cleanliness o the place!

91%

9%

Oes

o

0ra1h #?

)raph *; shows that ninety#one percent I@*GJ said that they were

satisfed with the sanitation and cleanliness! ine percent I@GJ said that they

were not satisfed with the sanitation and cleanliness!

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.istribution of the Res1ondent;s Satisfaction 6ase on the H*gienic

A11earance of the Cre8

The distribution o the respondent is looked upon in terms o hygienic

appearance o the crew!

0ra1h ##

94%

6%

Oes

o

)raph ** shows that ninety#our percent I@7GJ said that they were

satisfed with the hygienic appearance o the crew! i> percent IGJ said that

they were not satisfed with the hygienic appearance o the crew!

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.istribution of the Res1ondents 6ase on the Immediate Res1onse in

need of Assistance or Com1)aints

The distribution o the respondents is looked upon in terms o the

presence o crew in times o assistance or complaints!

0ra1h #(

79%

21%

Oes

o

)raph *5 shows that seenty#nine percent I@GJ o the respondents

said that there is an immediate response and the remaining twenty#one

percent I5*GJ o the respondents said that there is no immediate response!

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.istribution of the Res1ondent;s Satisfaction 6ase on the Immediate

Res1onse in Need of Assistance or Com1)aints

The distribution o the respondent/s satisaction is looked upon interms o the immediate response o crew!

0ra1h #+

76%

24%

Oes

o

)raph *( shows that seenty#si> IGJ o the respondents were

satisfed and the remaining twenty#our percent I57GJ were not satisfed!

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.istribution of the Res1ondent 6ase on if the* 8i)) recommend it to

,ami)*@ ,riends and %thers

The distribution o the respondent is looked upon in terms o

recommending it to amily, riends and others to isit tarbucks Ca6 at

'obinsons Place $alolos!

0ra1h #-

93%

7%

Oes

o

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)raph *7 shows that ninety#three percent I@(GJ o the respondents

would recommend it to their amily, riends and others and the remaining

seen percent IGJ would not!

CHAPTER V:

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C%NC5!SI%N

AN.

REC%MMEN.ATI

%N

9$# Conc)usion

Based on the data gathered and presented, the researchers concluded

that the respondents usually isit tarbucks Ca6 at 'obinsons Place

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$alolos two to three times a week! Mne reason is the customers were

happy with the greetings o the crew! "hen it comes to the waiting

time, customers were satisfed despite o their time duration to reach

the counter and they were satisfed despite o the waiting time to get

their order! ame result with regards to the immediate response o

crew or sta0 in need o customer assistance or complaints! :t was also

proen that the customers were also satisfed in terms on sanitation o

the place, and hygienic appearance o the crew! Thereore, most o the

respondents will recommend tarbucks Ca6 at 'obinsons Place

$alolos to their amily members, riends or others to isit!

9$( Recommendation

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The data obtained and presented were based on the

respondent/s answers which showed that they are satisfed with

tarbucks Ca6 at 'obinsons Place $alolos! The result showed that 7D

out o 5;; respondents said that they were not satisfed with the

immediate response o the crew or sta0 in need o customer assistance

or complaints!

The researchers thereore recommend the crew to undergo

urther training or seminars to improe their customer serice skills in

handling assistance and complaints! Additional crew may be a remedy

to the dissatisaction o some customers!

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CHAPTER VI:

SC%PE AN.5IMITATI%N

$# Sco1e and 5imitations

The scope o the marketing research tackles the customer

satisaction towards tarbucks Ca6 at 'obinsons Place $alolos! The

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study/s results were obtained with the help o the customers during the

time o surey!

The study does not coer any other respondents rom other

branches o tarbucks Ca6 rather than at 'obinsons Place $alolos!

The primary limitation o this study, then, is the potential multi#

dimensionality o the sel#eLcacy and outcome e>pectations

constructs! Although ariance e>tracted, construct reliability, and

actor analyses indicate acceptable degrees o construct alidity and

reliability o the instruments, e>amination o the correlation matri>

reeals mi>ed results! That is, because arious indicators on the sel#

eLcacy and outcome e>pectations questionnaires e>hibit relatiely low

inter correlations, it is easible that additional constructs are

represented by these measures! Thus, in the absence o these

additional constructs, parameter estimates, signifcance leels, and

oerall model ft may be understated!

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CHAPTER VII:APPEN.I

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3uestionnaire

ame IoptionalJ1

Age1

Please check the bo> that best corresponds to your answer or each

question!

)ender1 $ale %emale

tatus1 tudent ?mployed

Enemployed

*! .ow requent do you isit tarbucks Cae/ 'obinsons Place $alolosQ5 to ( times a week Mnce a $onthMnce a "eek to D times a $onthi others Iplease speciyJ1

5! :s there a crew who welcomes you when entering tarbucksQ Oes o

(! .ow long do you need to wait to reach counter or your orderQ* to ( minutes 7 to minutes to @ minutes *; minutes or more

7! Are you satisfed with itQ Oes o

8! .ow long do you need to wait or your orderQ* to ( minutes 7 to minutes to @ minutes *; minutes or more

! Are you satisfed with itQ

Oes o! Are you satisfed with the sanitation and cleanliness o the placeQ

Oes oD! Are you satisfed with the hygienic appearance o the crewQ

Oes o@! :s there an immediate response o crew or sta0 in need o customer

assistance or complaintsQ

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Oes o*;! Are you satisfed with itQ

Oes o**! "ill you recommend your amily, riends or others to isit

tarbucks Ca6 'obinsons Place $alolosQ Oes o

marketing research of starbucks cafe in robinsons place malolos

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