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Acknowledgement

The success and final outcome of this project required a lot of guidance
and assistance from many people and need bless to have got this all along
the completion of our project work. Whatever we have done is only due to
such guidance and assistance and we would not forget to thank them.
-We thank our subject professor, Mr. Florentino Casuco

Jr. for giving us

opportunities to do this paper, Marketing Research, and providing us all


support and guidance which made our paper completed.
-To those author, editor, and researchers from all the sources we used to gain
important information,
-To our respondents, for giving their time to answer our questionnaire,
-To our fellow students, most especially the BAMM-3A for sharing the ideas
and comments,
-To our parents, for the support that they gave to us, for the financial
assistance and moral support that make our paper worth done.
-And of course, we respect and thank our almighty God, for guiding us while
we are doing this paper and those blessing that he gave 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."
Starbucks has a unique style of combining both Mission Statement and
Vision Statement together. However, the main content of Starbucks is still
clear, concise, and direct for the target audience. Starbucks combine
Mission and Vision statement can be broken down into different key elements
which are the following:
Customers Although Starbucks holds customer satisfaction through
quality-made beverages as important, they also focus on the significance of
human connection.
Stores The Starbucks mission statement also focuses on making their
stores a haven for people to go to whenever necessary.
Neighborhood Starbucks considers their stores as part of the community it
is in, and are very passionate about doing their part and being responsible
about it.

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CHAPTER I:
EXECUTIVE
SUMMARY

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1.1 Research Objectives


The general objective of this marketing research is to determine how
good Starbucks Caf at Robinsons Place Malolos in meeting customer
satisfaction in terms of service.
Specifically, the following shows the researchers aims:
1. To know if the customers were satisfied in terms of service speed.
2. To know if the customers were satisfied in terms of dining service.
3. To know if the customers were satisfied in terms on employees
sanitation and cleanliness.
4. To know if the customers were satisfied in terms on employees
approach.
5. To know if the customer will return to make future purchases and will
recommend it to others.
1.2

Methodology
This study will be made through Descriptive Research. The

researchers used this approach to describe characteristics of relevant


group, to determine the satisfaction of the customers regarding to the
characteristics of Starbucks Caf in Robinsons Place Malolos in terms of
service and to make specific predictions.
In order to answer these research goals, the researcher opted to obtain
the view of the customers in Starbucks Caf Robinsons Place Malolos at
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different days and time. Specifically, a total of 200 respondents were


randomly selected to make up the sample. Selected participants
answered a survey questionnaire in structured format. Data gathered
from this research instrument were then computed for interpretation.
Along with primary data, the researcher also made use of secondary
resources in the form of internet to support the survey results.
1.3

Major Findings
This part starts by presenting the findings obtained from the research,

by setting out the results of the questionnaires. The researcher's analysis


is summarized.
Then in more detail, one branch is examined, to provide case studies of
Starbucks' customers if they are really satisfied from its services.
Evidence used to form these case studies came from surveys of different
respondents. The case studies attempt to investigate the impact and
degree of customer contentment of different individuals.

The analysis of the responses to the questionnaire clearly indicates


that respondents were satisfied with the service although there are some
factors for them to be dissatisfied such as due to waiting time that
exceeded 5 minutes upon reaching the counter and getting their order.

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It was proven that the respondents were satisfied with the way the
crew welcomes them when entering the caf. As for the immediate
response of crew or staff in need of customer assistance or complaints, it
has been proven that they were satisfied with the pleasant manner of the
response of the crew.
The overall data gathered

shows that the satisfaction of the

respondents will make them recommend Starbucks Caf at Robinsons


Place Malolos to family members, friends or others.
From these findings the researchers have no problems foreseen that
there is a reason for the customers to be dissatisfied as supported by the
data obtained.

1.4

History
December 4, 1997, the Philippines had its first taste of the Starbucks

Experience with its very first branch at the 6750 Ayala Building in Makati
City. Starbucks has since won the hearts of the Filipinos.
The opening of the 6750 Ayala store marked an important milestone in
our history the Philippines became the third market to open outside
North America.
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The tradition of warm hospitality, constant need for connection, and


love for coffee these are the qualities that make Starbucks Coffee and
the Filipino people a great culture fit.

CHAPTER II:
INTRODUCTION
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2.1 Introduction
Starbucks was established in 1971 by three local businessmen to sell
high quality whole beans coffee. In 1981 when Howard Schultz visited the
store he planned to build a strong company and expand high quality coffee
business with the name of Starbucks. Starbucks aim is to provide high
quality of coffee to its consumer and aim to achieve product innovation,
retail expansion and provide service quality for long term.
Starbucks open its first coffee store in Seattle, Washington. In 1990
Starbucks expand its headquarters in Seattle and also build a new roasting
plant. In 1990s Starbucks opens 60 retails shops in United Kingdom. At the
end of 2000s Starbucks total branches was 3,500. Coffee is one of the
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rapidly growing industries in this world due to its business strategy.


According to national coffee association, USA 49% of American age 18 and
more drink coffee beverage every day. Coffee industry was in peak of its
success at the end of 1990s.
In the end of 20th century there are many changes in market that
helped Starbucks getting successful. The most important change of the last
twenty, thirty years is the changes of economic policies over the world.
Starbucks target market was 18 years to 24 years young professional
because they are not yet been loyal with coffee industry. Starbucks sales
totally depends on company operate retail stores and certified retail
operations, Starbucks sells coffee and tea products through many others
channels like distribution targeting restaurants, hotels, colleges and
universities and other work places. According to Fleisher & Bensoussan
(2002) Starbucks target market was wealthy, upper class and educated who
are agree to pay high prices of Starbucks due to its high quality and
customer service.
The company strategy comprises to locate its stores at picky places
such as the first floor of blocks of offices, underground main entrance and
urban areas. One of its branches was successfully built and established at
Robinsons Place Malolos in May 21, 2014, and is favored by its numerous
customers. The continuous success though was recently built is interrupted.
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One of its strategies is that the stall is a place for everyone, for meeting up
with someone else whose food preferences are unknown. The ambiance and
its consistent convenience are also considered.
2.2 Definition of the Problem
General Problem
The study intends to investigate if the service in Starbucks Caf
Robinsons Place Malolos can affect customer satisfaction.
Specific Problem
a. Describe the characteristics of the participants in terms of age,
gender, and status.
b. Identify if Starbucks Caf satisfies their customers in terms of
cleanliness and sanitation of staff, dining service, employees
approach, and speed of service.

CHAPTER III:
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RESEARCH
DESIGN

3.1 Scaling Techniques


In measuring the data gathered, researchers use different scaling
techniques. These are the nominal scales, ordinal scales and interval scales.
Researchers used nominal scale due to the respondents who grouped
as students, employed, and unemployed and also in identifying the gender of
the respondents. Another scaling technique used is ordinal scale. It is used in
classifying individuals responses regarding to their satisfaction towards
Starbucks Caf services. To classify the age of the respondents, time
duration of waiting and frequent of visit, researchers used interval scale.

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3.2 Questions
The researchers prepare a list of questions which is intended to elicit
answers from respondents. Each question should be provided with a list of
possible answers in order for the respondents to easily complete the needed
information. Closed end question is the type of question used in this research
to limit the customers response.

3.3 Samplings
Sample surveys are allowed since the entire population of a study is
unavailable to the researcher. Also, sample surveys are preferred due to
material constraints like money, time and efforts. With a limited length of
time and resources, we can obtain considerable amount of information from
each of the small number of respondents and validity infer conclusions about
the entire population using the Non- Random Sampling.

Researchers

collected a small portion of the population by which not all the members in
the population are given the chance to be included in the sample.
Quota sampling is the kind of non-random sampling technique used in
this research due to its relatively quick and inexpensive method to operate
since the choice of the number of persons to be included in a sample is done
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at the researchers own convenience or preference and is not predetermined


by some carefully operated randomizing plan.

3.3 Field of Works


The research conducted a survey to the customers of Starbucks
Caf in Robinsons Place Malolos as respondents in order to gather
relevant data. The descriptive method is then appropriate as this can
allow the identification of the similarities and differences of the
respondents answers. For this research, two types of data were gathered.
These included the primary and secondary data types. The primary data
were derived from the answers by participants gave during the survey
process. The secondary data on the other hand, were obtained from the
internet that is relevant to the questionnaire.

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CHAPTER IV:
DATA ANALYSIS

In this chapter, the data gathered from the customers of Starbucks


Caf in Robinsons Place Malolos in relation to the research objectives. This
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chapter discusses the result of the semi-structured questionnaire responded


by 200 respondents. Before the initiation of the research study the
significance, rationale and purpose of the study were provided respondents.
Furthermore, the respondents have also been given the assurance that all
the data they will give are used for the purpose of the research and the
identities of the respondents will be confidential. The object is to determine if
the service affects the customer satisfaction in Starbucks Caf Robinsons
Place Malolos. This is the manner unto which the study accounts the factors
and the perception on the criteria themselves.

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


the participants.

It is assumed that the attributes of the respondents

influence their behavior and answers on the survey questions. Of particular


significance to the achievement of the goals and objectives of the study
which is to be an instrument of analysis of the company to gauge where it is
now and where it is heading, thus what changes are to be made is to be
able to answer the research questions.

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Distribution of Respondents Base on their Gender


The distribution of the respondents is looked upon in terms of their
gender
Graph 1

49%

51%

Male
Female

Graph 1 shows the number of respondents showing the distribution


based on their gender. Fifty three percent (53%) were male, whereas fortyseven percent (47%) are female respondents.

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Distribution of the Respondent Base on their Age


The distribution of the respondents is looked upon in terms of their
age.

Graph 2
35%
30%
25%
20%

18%

15%
10%
5%
0%

15-20

21-25
12%

26-30
7%

31-35
10%

36-40
31%

41-45
14%

46-50
5% 51 &3%
above

Graph 2 shows the distribution of respondents based on their age.


Eighteen percent (18%) of the respondents were in the age of fifteen to
twenty, twelve percent (12%) were in the age of twenty-one to twenty five,
seven percent (7%) were in the age of twenty-six to thirty, ten percent (10%)
were in the age of thirty-one to thirty-five, thirty-one percent (31%) were in
the age of thirty-six to forty, fourteen percent (14%) were in the age of fortyCustomer Satisfaction towards Starbucks Cafs Service

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one to forty five, five (5%) were in the age of forty-six to fifty, and three
percent (3%) were in the age of fifty-one and above.

Distribution of the Respondent Base on their Status


The distribution of the respondents is looked upon in terms of their
status.
Graph 3
60%

50%

40%

37%

30%

20%

10%

0%

Students

Employed
56%

Customer Satisfaction towards Starbucks Cafs Service

Unemployed
7%

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Graph 3 shows the distribution of respondents based on their status.


Thirty seven percent (37%) of them are students. Fifty six percent (56%) of
them are employed and only seven percent (7%) of them are unemployed.

Frequency of Customers Visit in Starbucks Caf


The distribution of the respondents is looked upon in terms of the
frequency of their visit
Graph 4

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19%
43%

27%

2 to 3 times a week
once a week
4 to 5 times a month
once a month

11%

Graph 4 shows the distribution of respondents based on the frequency


of their visit. In two hundred respondents, forty three percent (43%) of them
said that they visit Starbucks Caf 2 to 3 times a week. Eleven percent (11%)
of them said that they visit Starbucks Caf once a week. Twenty-seven
percent (27%) of them said that they visit Starbucks Caf 4 to 5 times a
month. Nineteen percent (19%) of them said that they visit Starbucks caf
once a month.

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Distribution of the Respondent Base on the Presence of Crew


The distribution of the respondents is looked upon in terms on the
presence of crew who welcomes them when entering Starbucks.
Graph 5

11%

Yes
No

89%

Graph 5 shows that eighty-nine percent (89%) said yes, there is a crew
who welcomes them and the remaining eleven percent (11%) said that there
is no crew who welcomes them.

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Distribution of the Respondent Base on the Time Duration Before


They Reach the Counter
The distribution of the respondent is looked upon in terms of the time
duration before they reach the counter.
Graph 6
45%

42%

40%
35%
30%
25%
20%
15%
10%
5%
0%

1 - 3 Minutes

4 - 638%
Minutes

7 - 912%
Minutes

10 Minutes
8% or More

Graph 6 shows that forty-two percent (42%) of them said that they
need to wait for 1 to 3 minutes, thirty-eight percent (38%) of them said that
they need to wait for 4 to 6 minutes, twelve percent (12%)of them said that
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they need to wait for 7 to 9 minutes and eight percent (8%) of them said that
they need to wait for 10 minutes or more.

Distribution of the Respondents Satisfaction Base on the Time


Duration before they Reach the Counter
The distribution of the respondent is looked upon in terms if they are
satisfied with the time duration before they reach the counter.
Graph 7

23%

Yes
No
77%

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Graph 7 shows that seventy-seven percent (77%) of the respondents


were satisfied despite the time duration and the remaining twenty-three
(23%) of the respondents were not satisfied with the time duration.

Distribution of the Respondent Base on the Waiting Time to get


their Order
The distribution of the respondent is looked upon in terms of the time
they need to wait before they get their order.

Graph 8

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50%
45%

41%

40%
35%
30%
25%
20%
15%
10%
5%
0%

1 - 3 Minutes

4 - 647%
Minutes

7 - 9 9%
Minutes 10 Minutes
3% or More

Graph 6 shows that forty-one percent (41%) of them said that they
need to wait for 1 to 3 minutes, forty-seven percent (47%) of them said that
they need to wait for 4 to 6 minutes, nine percent (9%) of them said that
they need to wait for 7 to 9 minutes and three percent (3%) of them said
that they need to wait for 10 minutes or more.

Distribution of the Respondents Satisfaction Base on the Waiting


Time before They Get Their Order

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The distribution of the respondent is looked upon in terms if they are


satisfied with the waiting time before they get their order.
Graph 9

12%

Yes
No

88%

Graph 9 shows that eighty-eight percent (88%) of the respondents


were satisfied despite the waiting time and the remaining twelve percent
(12%) of the respondents were not satisfied with the waiting time.

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Distribution of the Respondents Satisfaction Base on the Sanitation


and Cleanliness of the Place
The distribution of the respondent is looked upon in terms of sanitation
and cleanliness of the place.

9%

Yes
No

91%

Graph 10

Graph 10 shows that ninety-one percent (91%) said that they were
satisfied with the sanitation and cleanliness. Nine percent (9%) said that they
were not satisfied with the sanitation and cleanliness.

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Distribution of the Respondents Satisfaction Base on the Hygienic


Appearance of the Crew
The distribution of the respondent is looked upon in terms of hygienic
appearance of the crew.
Graph 11

6%

Yes
No

94%

Graph 11 shows that ninety-four percent (94%) said that they were
satisfied with the hygienic appearance of the crew. Six percent (6%) said that
they were not satisfied with the hygienic appearance of the crew.

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Distribution of the Respondents Base on the Immediate Response in


need of Assistance or Complaints
The distribution of the respondents is looked upon in terms of the
presence of crew in times of assistance or complaints.
Graph 12

21%

Yes
No
79%

Graph 12 shows that seventy-nine percent (79%) of the respondents


said that there is an immediate response and the remaining twenty-one
percent (21%) of the respondents said that there is no immediate response.
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Distribution of the Respondents Satisfaction Base on the Immediate


Response in Need of Assistance or Complaints
The distribution of the respondents satisfaction is looked upon in
terms of the immediate response of crew.
Graph 13

24%

Yes
No
76%

Graph 13 shows that seventy-six (76%) of the respondents were


satisfied and the remaining twenty-four percent (24%) were not satisfied.
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Distribution of the Respondent Base on if they will recommend it to


Family, Friends and Others
The distribution of the respondent is looked upon in terms of
recommending it to family, friends and others to visit Starbucks Caf at
Robinsons Place Malolos.
Graph 14

7%

Yes
No

93%

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Graph 14 shows that ninety-three percent (93%) of the respondents


would recommend it to their family, friends and others and the remaining
seven percent (7%) would not.

CHAPTER V:

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CONCLUSION
AND
RECOMMENDATI
ON

5.1

Conclusion
Based on the data gathered and presented, the researchers concluded
that the respondents usually visit Starbucks Caf at Robinsons Place

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Malolos two to three times a week. One reason is the customers were
happy with the greetings of the crew. When it comes to the waiting
time, customers were satisfied despite of their time duration to reach
the counter and they were satisfied despite of the waiting time to get
their order. Same result with regards to the immediate response of
crew or staff in need of customer assistance or complaints. It was also
proven that the customers were also satisfied in terms on sanitation of
the place, and hygienic appearance of the crew. Therefore, most of the
respondents will recommend Starbucks Caf at Robinsons Place
Malolos to their family members, friends or others to visit.

5.2

Recommendation

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The

data

obtained

and

presented

were

based

on

the

respondents answers which showed that they are satisfied with


Starbucks Caf at Robinsons Place Malolos. The result showed that 48
out of 200 respondents said that they were not satisfied with the
immediate response of the crew or staff in need of customer assistance
or complaints.
The researchers therefore recommend the crew to undergo
further training or seminars to improve their customer service skills in
handling assistance and complaints. Additional crew may be a remedy
to the dissatisfaction of some customers.

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CHAPTER VI:
SCOPE AND
LIMITATION

6.1 Scope and Limitations


The scope of the marketing research tackles the customer
satisfaction towards Starbucks Caf at Robinsons Place Malolos. The
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studys results were obtained with the help of the customers during the
time of survey.
The study does not cover any other respondents from other
branches of Starbucks Caf rather than at Robinsons Place Malolos.
The primary limitation of this study, then, is the potential multidimensionality

of

the

self-efficacy

and

outcome

expectations

constructs. Although variance extracted, construct reliability, and


factor analyses indicate acceptable degrees of construct validity and
reliability of the instruments, examination of the correlation matrix
reveals mixed results. That is, because various indicators on the selfefficacy and outcome expectations questionnaires exhibit relatively low
inter

correlations,

it

is

feasible

that

additional

constructs

are

represented by these measures. Thus, in the absence of these


additional constructs, parameter estimates, significance levels, and
overall model fit may be understated.

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CHAPTER VII:
APPENDIX

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Questionnaire
Name (optional): _________________________________________________
Age: ____
Please check the box that best corresponds to your answer for each
question.
Gender:

Male

Female

Status: Student

Employed

Unemployed
1. How frequent do you visit Starbucks Cafe Robinsons Place Malolos?
2 to 3 times a week
Once a Month
Once a Week
6 to 8 times a Month
if others (please specify): ____________
2. Is there a crew who welcomes you when entering Starbucks?
Yes
No
3. How long do you need to wait to reach counter for your order?
1 to 3 minutes
4 to 6 minutes
7 to 9 minutes
10 minutes or more
4. Are you satisfied with it?
Yes
No
5. How long do you need to wait for your order?
1 to 3 minutes
4 to 6 minutes
7 to 9 minutes
10 minutes or more
6. Are you satisfied with it?
Yes
No
7. Are you satisfied with the sanitation and cleanliness of the place?
Yes
No
8. Are you satisfied with the hygienic appearance of the crew?
Yes
No
9. Is there an immediate response of crew or staff in need of customer
assistance or complaints?
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Yes
No
10. Are you satisfied with it?
Yes
No
11. Will you recommend your family, friends or others to visit
Starbucks Caf Robinsons Place Malolos?
Yes
No

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