SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT

OF

BACHELOR OF BUSINESS ADMINISTRATION

SUMMER TRAINING PROJECT REPORT

ON

CUSTOMER SATISFACTION AT TATA STARBUCKS PVT

LTD

Submitted By: Sahil Girotra (01520601718)

Batch:2018-21

INTERNAL GUIDE EXTERNAL GUIDE

Name: Mr. Mahtab Alam Name:
Designation: Assistant Professor Designation:

Trinity Institute of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University
 CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work “Customer Satisfaction at Tata Starbucks PVT LTD”
made by Sahil Girotra of B.B.A (General) is an authentic work carried out by her under the
guidance and supervision of Mr. Mahtab Alam .

The project report submitted has been found satisfactory for the partial fulfilment of the degree
of Bachelor of Business Administration.

Mr. Mahtab Alam

(Project Guide)
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who

graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It
would have been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards the External project supervisor Mr.
and Internal project supervisor Mr. Mahtab Alam who devoted his precious time to interact,
guide and gave me the right approach to accomplish the task and also helped me to enhance
my knowledge and understanding of the project.

Sahil Girotra

01520601718

BBA (G)

5th sem / 1st shift

 DECLARATION
I hereby declare that the following documented project report titled “Customer Satisfaction”
is an original and authentic work done by me for the partial fulfilment of Bachelors of Business
Administration degree program at “Tata Starbucks Pvt Ltd”.

I hereby certify that all the endeavour put in the fulfilment of the task are genuine and original
to the best of my knowledge & I have not submitted it earlier elsewhere.

Sahil Girotra
01520601718
BBA (G)
5th sem / 1st shift
 Table Of Content

S. No Particulars Page No.

1. Chapter-1 Introduction 1- 24
• 1.1Industry Overview
• 1.2 Company Profile
• 1.3 Literature Review

2. Chapter-2 Research Objective & Methodology 25- 29

• 2.1 Research Objective Of the study
• 2.2 Research Methodology
• 2.3 Research Design
• 2.4 Data Collection
• 2.5 Sampling
• 2.6 Statistical Analytical Tools
3. Chapter-3 Data Analysis & Interpretation 30-50
• Analysis of the problem under study
• Interpretation of the result
4. Findings 51

5. Limitations 52

6. Suggestions 53

7. Conclusion 54

8. Bibliography 55

9. Annexure 56-59
Chapter-1
Introduction
 Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
Marketing Process
1. Understanding the Marketplace and Customer Needs and Wants.

2. Designing A Customer-Driven Marketing Strategy.

3. Constructing an integrated marketing plan that delivers superior value.

4. Build Profitable Relationships.

5. Capturing Value from Customers.

Understanding Constructing
Designing a
the an integrated
customer- Build Capturing
marketpalace marketing
driven Profitable Value from
and customer plan that
marketing Relationships Customers
needs and derives
strategy
wants. superior value.

Source: by researcher

Customer

Page 1
A customer is a person or company that receives, consumes or buys a product or service and
can choose between different goods and suppliers. The main goal of all commercial enterprises
is to attract customers or clients and make them purchase what they have on sale. They also try
to encourage them to keep coming back. At core the marketing is having a good understanding
of customers of what the customer needs and values.
We often refer to customers who have a relationship with the supplier as clients. Also, people
who hire the services of a professional are clients, not customers. For example, a lawyer has
clients.
When a customer buys something, the seller immediately focuses on the next one. However,
with a client, the aim is to cultivate the relationship.
Customer Service
Customer service is the support you offer your customers — both before and after they buy
and use your products or services — that helps them have an easy and enjoyable experience
with you. Offering amazing customer service is important if you want to retain customers and
grow your business. Today’s customer service goes far beyond the traditional telephone
support agent. It’s available via email, web, text message, and social media. Many companies
also provide self-service support, so customers can find their own answers at any time day or
night. Customer support is more than just providing answers; it’s an important part of
the promise your brand makes to its customers.

Customer Satisfaction
Customer satisfaction indicates the fulfilment that customers derive from doing business with
a firm. In other words, it’s how happy the customers are with their transaction and overall
experience with the company.
Organizations calculate the customer satisfaction score (CSAT), which is the average rating of
a customer’s responses, the net promoter score (NPS), which indicates the probability that a
customer refers a brand to another person, and the customer effort score (CES), which indicates
how easy it is for a customer to do business with a firm. The customer satisfaction metrics are
then used to estimate consumer behaviour.
Let’s look at an example.
Natalia is a marketing manager in a retail firm. Her firm has recently launched a new product
and Natalia is asked to collect the information from 200 customer surveys and prepare a
spreadsheet with the satisfaction metrics for the new product.
The main questions in the survey were:

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 1. Are your expectations met with this product?
2. How did the product perform?
3. Overall, how do you rate the product?
4. How do you rate your shopping experience?
5. How likely is that you recommend this product to a friend?
6. Are you satisfied with the way the company performs on this product?
7. Are service representatives knowledgeable?
8. Are service representatives professional?
9. Is the company responding in a timely manner?
Importance and role of customer satisfaction
Satisfied customers will recommend you to their network. Customer advocacy is a very
efficient form of marketing. Small businesses come from word of mouth.
Satisfied customers will continue to buy from you. Not only do loyal customers spend more
long term, it’s actually cheaper to keep them happy than trying to acquire a new customer. It’s
6 times more expensive to woo that new customer than it is to retain an existing one. (Think
about how much you’ve spent on first dates in your lifetime!)
Satisfied customers are better for your sanity. Listening to what customers want means that
you won’t be constantly at odds with your clients. Just like arguments in a relationship are
emotionally draining, having grumpy customers constantly writing into a support team leads
to burnout and a much unhappier work environment.

Measuring Customer Satisfaction

To measure customer satisfaction, you need to able to understand what creates it. Just asking
customers, “Are you satisfied?” won’t tell you much. Yet many companies often measure the
satisfaction of their customers because of only a few questions: “How satisfied were you
today?” “Would you recommend us to your friends?” and “Do you intend to visit us again?”
Effective customer satisfaction measures have several components. The two general
components are the customer’s expectations and whether the organization performed well
enough to meet them. A third component is the degree of satisfaction, or to put it in terms
we’ve used to describe exceptional performance, is the customer delighted?

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 To figure out if a customer’s expectations were met and they are delighted, more detail is
usually required. Companies might break the offering into major components and ask how
satisfied customers were with each. For example, a restaurant might ask the following:
• Were you greeted promptly by a host? By your server at your table?
• Was your order taken promptly?
• How long did you wait for your food?
• Was the food served at the appropriate temperature?
These questions assume that each aspect of the service is equally important to the customer.
However, some surveys ask customers to rate how important they are. Other surveys simply
“weight,” or score, questions so that aspects that are known to be more important to customers
have a greater impact on the overall satisfaction score. For example, a restaurant might find
that prompt service, good taste, and large portions are the only three factors that usually
determine customers’ overall satisfaction. In that case, the survey can be shortened
considerably. At the same time, however, space should be left on the survey so customers can
add any additional information that could yield important insight. This information can be used
to find out if there are customer service problems that a firm wasn’t aware of or if the
preferences of consumers in general are changing.
You will still find customer satisfaction survey cards that just ask, “How satisfied were you
today?” “Would you recommend us to your friends?” and “Do you intend to visit us again?”
The information obtained from these surveys can still be useful if it’s paired with a more
comprehensive measurement program. For instance, a sample of customers could be given the
opportunity to provide more detailed information via another survey and the two surveys could
be compared. Such a comparison can help the company pinpoint aspects that need
improvement. In addition, the company has given every customer an opportunity to provide
input, which is an important part of any empowerment strategy.

Complaint Management Strategies

When buyers want to complain about products or companies, they have many ways to do so.
They can complain to the companies they’re upset with, tell their friends, or broadcast their
concerns on the Internet. People who use every Internet site possible to bash a company are
called verbal terrorists. The term was coined by Paul Greenberg, a marketing analyst who
authored the wildly popular book CRM at the Speed of Light.

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Should companies worry about verbal terrorists? Perhaps so. A recent study indicates that
customer satisfaction scores could be less important to a firm’s success or failure than the
number of complaints it gets (Lou & Homburg, 2008). To measure the trade-off between the
two, customer satisfaction guru Fred Reicheld devised something called the net promoter
score. The net promoter score is the number of recommenders an offering has minus the
number of complainers (Reicheld, 2006). The more positive the score, the better the company’s
performance. According to another recent study, a company with fewer complaints is also more
likely to have better financial performance.
Studies also show that if a company can resolve a customer’s complaint well, then the
customer’s attitude toward the company is improved, possibly even beyond the level of his or
her original satisfaction. Some experts have argued, perhaps jokingly, that if this is the case, a
good strategy might be to make customers mad and then do a good job of resolving their
problems. Practically speaking, though, the best practice is to perform at or beyond customer
expectations so fewer complaints will be received in the first place.
Customers will complain, though, no matter how hard firms try to meet or exceed their
expectations. Sometimes, the complaint is in the form of a suggestion and simply reflects an
opportunity to improve the experience. In other instances, the complaint represents a service
or product failure.
When a complaint is made, the process for responding to it is as important as the outcome. And
consumers judge companies as much for whether their response processes seem fair as whether
they got what they wanted. For that reason, some companies create customer service
departments with specially trained personnel who can react to complaints. Other companies
invest heavily in preparing all customer-facing personnel to respond to complaints. Still other
companies outsource their customer service. When the service is technical, marketers
sometimes outsource the resolution of complaints to companies that specialize in providing
technical service. Computers help lines are an example. Technical-support companies often
service the computer help lines of multiple manufacturers. A company that outsources its
service nonetheless must make sure that customer complaints are handled as diligently as
possible. Otherwise, customers will be left with a poor impression.

Handling the Complaint Process

A good customer complaint handling process involves the steps listed below. Note that one
step is to acknowledge the customer’s feelings. A customer who is angry or upset due to a

Page 5
 failure does not want to be patronized or have his or her problems taken lightly. The situation
is important to the customer and should be important to the person listening and responding to
the complaint.
• Listen carefully to the complaint
• Acknowledge the customer’s feelings
• Determine the root cause of the problem
• Offer a solution
• Gain agreement on the solution and communicate the process of resolution
• Follow up, if appropriate
• Record the complaint and resolution
Note that the complaint-resolution process involves communicating that process and gaining
agreement on a solution, even if the customer sometimes might not like the outcome. He or she
still needs to know what to expect.
Finally, the complaint process includes recording the complaint. We stated earlier that a firm’s
best strategy is to perform at or beyond the customer’s expectations to minimize the number of
complaints it receives in the first place. Analysing your company’s complaints can help you
identify weak points in a service process or design flaws in a product, as well as potential
miscommunications that are raising customer’ expectations unreasonably. To conduct this
analysis, however, you need a complete record of the complaints made.
A complaint record should reflect the main reason an offering failed. Typically, the failure can
be attributed to one (or more) of the following four gaps (Levy & Weitz, 2009):
1. The communication gaps. Overstating the offering’s performance level, thereby creating
unrealistic expectations on the part of customers.
2. The knowledge gaps. Not understanding the customer’s expectations or needs, which then
leads a company to create a product that disappoints the customer.
3. The standards gap. Setting performance standards that are too low despite what is known about
the customers’ requirements.
4. The delivery gaps. Failing to meet the performance standards established for an offering.
You can attribute the complaints your company receives to one of the four gaps and then use
the information to figure out what must be done to fix the problem, assuming you have one. If
the problem is overstating the performance, then perhaps your firm’s marketing promotions
materials should be reviewed. If it appears that the offering is simply not meeting the needs of
your customers, then more work should be done to identify exactly what they are. If your firm
is aware of the needs of its customers but there is a gap between their requirements and the
Page 6
standards set for your firm’s performance, then standards should be reviewed. Finally, your
company’s processes should be examined to ensure that standards are being met.
When the Smokey Bones chain of barbecue restaurants (owned by Darden Restaurants) noticed
falling profits, managers cut costs by eliminating some items from the menu. Unfortunately,
these were the items that made the chain unique; once they were gone, there was nothing
distinctive about the chain’s offerings. When customers complained, servers replied, “Yes, a
lot of people have complained that those products are no longer available.” But apparently,
there was no process or way to get those complaints to register with the company’s
management. As a result, the company didn’t realize why it was losing customers, and its
profits continued to spiral downward. Many locations were closed, and the company filed for
bankruptcy.
Keep in mind that the complaint handling process itself is subject to complaints. As we
mentioned, customers want a process that’s fair, even if the outcome isn’t what they hoped for.
Consequently, monitoring your firm’s customer satisfaction levels also means you must
monitor how satisfied customers are with how their complaints were handled.

Page 7
Feedback
Feedback occurs when outputs of a system are routed back as inputs as part of
a chain of cause-and-effect that forms a circuit or loop.[1] The system can then be said to feed
back into itself. The notion of cause-and-effect must be handled carefully when applied to
feedback systems:

Simple causal reasoning about a feedback system is difficult because the first system influences
the second and second system influences the first, leading to a circular argument. This makes
reasoning based upon cause and effect tricky, and it is necessary to analyse the system as a
whole.

— Karl Johan Åström and Richard Murray

5 Reasons Why Feedback is Important

1. Feedback is always there
If you ask someone in your organization when feedback occurs, they will typically mention an
employee survey, performance appraisal, or training evaluation. In actuality, feedback is
around us all the time. Every time we speak to a person, employee, customer, vendor, etc., we
communicate feedback. In actuality, it’s impossible not to give feedback.
2. Feedback is effective listening
Whether the feedback is done verbally or via a feedback survey, the person providing the
feedback needs to know they have been understood (or received) and they need to know that
their feedback provides some value. When conducting a survey, always explain why
respondents’ feedback is important and how their feedback will be used.
3. Feedback can motivate
By asking for feedback, it can actually motivate employees to perform better. Employees like
to feel valued and appreciate being asked to provide feedback that can help formulate business
decisions. And feedback from client, suppliers, vendors, and stakeholders can be used to
motivate to build better working relations
4. Feedback can improve performance
Feedback is often mistaken for criticism. In fact, what is viewed as negative criticism is actually
constructive criticism and is the best find of feedback that can help to formulate better decisions
to improve and increase performance.
5. Feedback is a tool for continued learning

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Invest time in asking and learning about how others experience working with your
organization. Continued feedback is important across the entire organization in order to remain
aligned to goals, create strategies, develop products and services improvements, improve
relationships, and much more. Continued learning is the key to improving.

Page 9
INDUSTRY
Tata Starbucks belongs to Retail Coffee and Snacks Industry.
General Overview of the Industry
The coffee shop industry in the U.S. includes 20,000 stores with combined annual revenue of
about $11 billion. Major companies include Starbucks, Dunkin’ Donuts, Caribou, Coffee Bean
and Tea Leaf, and Diedrich (Gloria Jean’s). The industry is highly concentrated at the top and
fragmented at the bottom: the top 50 companies have over 70 percent of industry sales.

Coffee is one of the world’s largest commodities. The top green coffee producing countries are
Brazil, Colombia, and Vietnam. Many grower countries are small, poor developing nations that
depend on coffee to sustain local economies. The U.S. is the world’s largest importer of green
coffee beans and the largest consumer of coffee. With the exception of Hawaii and Puerto Rico,
the United States’ climate cannot support coffee trees.

Coffee consumption is highest in the Northeast, where over 60 percent of the population
consumed coffee daily in 2005, according to the National Coffee Association (NCA). Per capita
consumption is highest in the Central U.S., where coffee drinkers average 3.7 cups per day.

Major products sold by coffee shops include beverages as well as complimentary food items.
Beverages include brewed coffee and tea; espresso drinks (cappuccinos, cafe lattes); cold
blended beverages; bottled water; soft drinks; and juices. Food products include pastries,
bakery items, desserts, sandwiches, and candy. Many coffee shops sell whole or ground coffee
beans for home consumption. Some coffee shops sell coffee or espresso-making equipment,
grinders, mugs, and other accessories. Most coffee shops serve high-quality, premium coffee
known as specialty coffee.
A second driving force in this industry is tied to product innovation. Serious coffee shop
contenders now offer a product selection broader than the traditional cup of coffee. National
chain and even local coffee shops boast menus including coffees, teas, hot chocolate, pastries,
bottled water, and even sandwiches. A factor which contributed to Starbucks’ ability to surpass
early coffee house entrants, such as Gloria Jeans, has been the company’s extensive R&D. For
example, the company has been able to sustain and grow its customer base by launching a new
seasonal drink each year and also via its $400 million bottled drink business. Importantly,
product innovation for Starbucks includes not only factors regarding customer acceptance but
also the extent to which the product would fit into a store’s “ergonomic flow.”

Page 10
Equally critical to the structure of the coffee industry has been the role of service innovation.
An example of such innovation which has been hugely successful was the introduction of SVCs
– store value cards.
Starbucks, Caribou Coffee and Peet’s Coffee now offer customers pre-paid cards which not
only shorten transaction times for customers but can also bring in new customers via gift cards
and supply stores with valuable customer data. Schultz, CEO of Starbucks, has called this
innovation “the most significant product innovation since Frappuccino.
Service innovation is also impacting the industry in that companies are now required to offer a
diverse set of services including music, drive-through services and newspapers to stay
competitive. For example, to compete with Starbucks’ alliance with T-Mobile which offers
wireless capabilities to its customers, Caribou now offers free wireless Internet access (for up
to an hour) to its customers.
A further driving force is the role of technology. Line management is a significant issue for
coffee houses as often the demand is concentrated in the early mornings. For example,
Starbucks has been able to achieve customer service efficiency by introducing automatic
espresso machines. According to Michelle Gass, Chief Merchant of Global Product, Starbucks,
efficiency is a key driver in customer satisfaction as customers “want their beverage in under
three minutes.” Interestingly, however, it appears these efficiencies must be balanced with
creating a mystique around the coffee experience and having an awareness of the consumers’
price-value ratio. For example, Starbucks customers, who pay a premium for coffee, seem to
miss the elaborate process of brewing and drink creation. Starbucks’ CEO recently expressed
a concern that the brand was becoming “watered down” and such gains in efficiency threatened
to commoditize the brand.
Dunkin Donuts, however, has seen less resistance to its technological innovations as its
products are generally cheaper and its brand is tied to simplicity. For example, rather than
relying on baristas to create its new line of espresso-based drinks, Dunkin’ Donuts hired an
expert to design an “idiot proof $8,000” machine which makes cappuccinos in less than a
minute and at a lower price than competitors. One customer noted that both the Starbucks and
Dunkin’ Donuts’ drinks taste good “but Starbucks takes too long.”
Finally, technology is impacting this industry in the form of increasingly sophisticated home
brewing machines which are able to at least replicate, if not beat, the quality of coffee prepared
at many of these stores. Though it is unclear of the impact of these machines on the coffee
players, this is an area of increased growth and one for these competitors to monitor.

Page 11
The above picture shows the market capture by coffee and retail market chain industry in Indian
market.
Source: by researcher

Page 12
COMPANY PROFILE
The Starbucks Story Our story began in 1971. Back then we were a roaster and retailer of
whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market.
Today, we are privileged to connect with millions of customers every day in 76 markets.
Folklore Starbucks is named after the first mate in Herman Melville’s “Moby Dick.” Our logo
is also inspired by the sea – featuring a twin-tailed siren from Greek mythology.

Our mission: to inspire and nurture the human spirit – one person, one cup and one
neighbourhood at a time.

Our Coffee We’ve always believed in serving the best coffee possible. It's our goal for all of
our coffee to be grown under the highest standards of quality, using ethical sourcing practices.
Our coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select
high-quality beans. And our master roasters bring out the balance and rich flavour of the beans
through the signature Starbucks Roast.
Our stores are a neighbourhood gathering place for meeting friends and family. Our customers
enjoy quality service, an inviting atmosphere and an exceptional beverage in more than 28,000
stores and two immersive Starbucks Reserve™ Roastery locations.
Total stores: 28,039* (as of Dec. 31, 2017) Andorra, Argentina, Aruba, Australia, Austria,
Azerbaijan, Bahamas, Bahrain, Belgium, Bolivia, Brazil, Brunei, Bulgaria, Cambodia, Canada,
Chile, China, Colombia, Costa Rica, Curacao, Cyprus, Czech Republic, Denmark, Egypt, El
Salvador, Finland, France, Germany, Greece, Guatemala, Hong Kong/Macau, Hungary, India,
Indonesia, Ireland, Japan, Jamaica, Jordan, Kazakhstan, Kuwait, Lebanon, Luxembourg,
Malaysia, Mexico, Monaco, Morocco, Netherlands, New Zealand, Norway, Oman, Panama,
Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Romania, Russia, Saudi Arabia,
Singapore, Slovakia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan,
Thailand, Trinidad and Tobago, Turkey, United Arab Emirates, United Kingdom, United States
and Vietnam.
Our Partners We offer some of the finest coffees in the world, grown, prepared and served by
the finest people. Our employees, who we call partners, are at the heart of the Starbucks
Experience. We believe in treating our partners with respect and dignity. We are proud to offer
comprehensive health coverage for eligible full- and part-time partners; equity in the company
through Bean Stock; and the opportunity for eligible U.S. partners to earn bachelor’s degrees

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with full tuition reimbursement through the Starbucks College Achievement Plan. January
2018 Starbucks Company Profile © 2018 STARBUCKS COFFEE COMPANY.

Our Products
Starbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the
go. Coffee: More than 30 blends and single-origin premium coffees. Handcrafted Beverages: Fresh-
brewed coffee, hot and iced espresso beverages, Starbucks® Cold Brew slow steeped coffee,
Frappuccino® coffee and non-coffee blended beverages, Starbucks Refreshers® beverages, smoothies
and teas. Merchandise: Coffee- and tea-brewing equipment, Verismo® System by Starbucks, mugs and
accessories, packaged goods and gifts. Fresh Food: Baked pastries, sandwiches, salads, protein boxes
and bowls, oatmeal, yogurt parfaits and fruit cups. Consumer Products

• Coffee and Tea: Whole-bean and ground coffee (Starbucks and Seattle’s Best Coffee brands),
Starbucks VIA® Instant, Starbucks® Coffee K-Cup® pods, Starbucks® and Teavana®
Verismo® pods.
• Ready-to-Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks
Discoveries® chilled cup coffees, Starbucks Discoveries Iced Café Favourites®, Starbucks
Iced Coffee, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy Coffee
drinks; Starbucks® Bottled Cold Brew; Starbucks Refreshers® beverages, Evolution Fresh™
bottled juices, Teavana® bottled craft iced teas. Brand Portfolio Starbucks Coffee, Seattle’s
Best Coffee, Teavana, Evolution Fresh and Ethos Water. Investor Information
• Starbucks went public on June 26, 1992 at a price of $17 per share (or $0.27 per share,
adjusted for subsequent stock splits) and closed trading that first day at $21.50 per share.
• Starbucks was incorporated under the laws of the State of Washington, in Olympia, Wash.,
on Nov. 4, 1985.
• Starbucks Corporation's common stock is listed on NASDAQ, under the trading symbol
SBUX.
Being a Responsible Company We have always believed Starbucks can – and should – have a
positive impact on the communities we serve. One person, one cup and one neighbourhood at
a time. It is our vision that together we will elevate our partners, customers, suppliers and
neighbours to create positive change. We focus in four areas where our commitment and scale
can make the biggest impact:

Page 14
• Making coffee the world’s first sustainable agricultural product by doing our part to improve
the lives of 1 million people in coffee communities around the world.
• Building and operating the world’s largest green retail business, minimizing our
environmental footprint and inspiring others to do the same.
• Investing in pathways to opportunity through education, training and employment.
• Strengthening communities by welcoming all and creating impact on issues that matter.

Page 15
Page 16
Operations Hierarchy

CEO

DIRECTOR
OPERTAIONS

REGIONAL
MANAGER

DISTRICT MANAGER

STORE MANAGER

ASST. STORE MANAGER

SHIFT SUPERVISOR

BARISTA AND BARISTA TRAINERS

SWOT Analysis
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT Analysis
is a technique for assessing these four aspects of your business.
You can use SWOT Analysis to make the most of what you've got, to your organization's best
advantage. And you can reduce the chances of failure, by understanding what you're lacking,
and eliminating hazards that would otherwise catch you unawares.
Better still, you can start to craft a strategy that distinguishes you from your competitors, and
so compete successfully in your market.

Page 17
 • Good brand image.
• Quality and Standardization.
Strenghts • Extensive worldwide supply chain.

• High Prices and Europian tax

avoidance.
Weakness • Recall of products.
• Imitability of products.

• Expansion in developing countries.

• Introduction of new products.
Opportunities • Business diversifictaion and
product specialization.

• Competition with low cost coffee

sellers.
Threats • Independent coffee houses.
• Competition with big outlets.

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JOB PROFILE
I did my internship in TATA STARBUCKS as a Shift Supervisor. The major tasks and
responsibilites of me were:
• Run shifts smoothly.
• Handling customer issues, organize partners as and when required according to their
intrest and best performance area,
• Handling managerial tasks like making daily reports and banking reports
• Respond to the customer support team for handling customers griveances and
providing them the world class service.
• Organise partner breefings to discuss on the targets and goals for each month and
quarter.
• Make action plans in order to achieve those targets and parameters and making a third
place for our customers.

In this industry what all I have learnt is customer is the king. Word of mouth is a non paid
promotion for every brand out there in this service industry which leads to either create a
good image or vansih the company’s name.

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COMPETITORS
Direct Starbucks Competitors
1. Costa Coffee
2. McDonalds McCafe
3. Dunkin Donuts
4. Café Coffee Day
Indirect Starbucks Competitors
1. Independent Fast food chains & Bakeries
2. McDonalds
3. Kentucky Fried Chicken (KFC)
Indirect Starbucks Competitors in Tea Segment
1. Tazo
2. Twinings
3. Tetley
4. Dilmah
5. The Republic of Tea

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 SERVQUAL (or RATER) Model
As is indicated by the name of this model, SERVQUAL is a measure of service quality.
Essentially it is a form of structured market research that splits overall service into five areas
or components.
The SERVQUAL model features in many services marketing textbooks, usually when
discussing customer satisfaction and service quality. It was developed in the mid 1980’s by
well-known academic researchers in the field of services marketing,
namely Zeithaml, Parasuraman and Berry. Note one of their original journal papers has been
uploaded by a university.

As later suggested by the original developers of the SERVQUAL model, the easy way to recall
the five dimensions are by using the letters of RATER, as follows:
• R = Reliability
• A= Assurance
• T = Tangibles
• E = Empathy
• R = Responsiveness

According to the original academic journal article:

• Tangibles refers to physical facilities, equipment and appearance of personnel.
• Reliability is the firm’s ability to perform the promise service accurately and dependably.
• Responsiveness is the firm’s willingness to help customer and provide prompt service.
• Assurance is knowledge and courtesy of employees and their ability to inspire trust and
confidence.
• Empathy is caring and individualized attention paid to customers.

Page 21
Literature Review

1. (Chadha, S. K., & Kapoor, D. 2009.) As the current marketplace becomes

more competitive, consumers tend to become more and more demanding.
Mobile telecommunication service sector in India has been experiencing the
highest growth rate in terms of subscribers and revenues. With the increasing
competition in cellular services, the consumers are demanding more. The main
condition for protecting the subscriber base is to win customer loyalty. This
study attempts to examine the effect of switching cost, service quality and
customer satisfaction on customer loyalty in the mobile telecommunication
services. The study shows that the switching cost, service quality and customer
satisfaction have positive association with customer loyalty. However, the
customer satisfaction was found to be the best predictor of customer loyalty.
2. (ROY, S. K., & GANGULI, S. 2008) HRM improvements are as much an
outcome of technical and operational measures as they are of managerial,
organizational and inter-organizational capabilities. Finally, the study paves the
way for further research that would integrate HRM practices and operational
factors in the context of analysing improvements in service quality, retaining
customers and hotel performance.
3. (Sharma, C. 2014) Evolution of economies worldwide highlights the fact that
the service sector is growing faster than any other sectors. In contrary, the
productivity and consequently the quality of this sector seems to be declining.
Therefore, designing quality service is considered as a major challenge in
service organizations.
4. (Sharma C. 2014) Results of the study presents a positive and significance
relationship between CSR initiatives of hotel industry and customer satisfaction
and trust. The results also prove the already established relationship between
customer satisfaction and trust. Results of the study may have the strong
implication for the Indian hotel industry. It is a motivating factor that CSR
initiatives have positive effect on the customer satisfaction. This research could
be further extending with the variation in both national culture as well as
industry.

Page 22
5. (Priciliaa, M., & Abadib, F.2015) Customer is the key driving of the consistent
market share. Once customers feel positive brand performance, it will be
embedded in their mind. Customers might get positive experience when they
are satisfied. By enhancing positive image and excellent service quality will
lead customer to the satisfaction. The sense of satisfaction will influence
customers to become loyal. This thesis identifies the effect of brand image,
service quality, customer satisfaction toward customer loyalty of Starbucks
Indonesia. It determines the strategy in order to maintain and continually
increase their market in Indonesia as well as build a stronger relationship with
their customers.
6. (Rajasekaran R. 2015) In 2012, the company set up its first store in India.
Initially, Starbucks' stores received good response, but then faced challenges
such as competition from organized and unorganized coffee (and tea) shops,
high pricing of its products, getting the right store location and talent pool. The
present case aims to analyse the challenges and opportunities that Starbucks
face in the Indian market, and the marketing strategies that it should follow in
the Indian market. Analysis suggests that Starbucks should adapt to the
peculiarities of the Indian market. 'Glocalization' strategy can be adopted, which
would use the successful Starbucks' strategy used around the world, at the same
time considering the changes required to suit the Indian context.
7. (Azriuddin, M., Kee, D. M. H., Hafizzudin, M., 2020) This paper aims to
investigate how Starbucks becomes the best coffee shop worldwide and how the
organization overcomes its challenges and succeed to become an international
brand. Starbucks is a popular coffee restaurant from the beginning but has just
become a famous brand worldwide. Starbucks has over 20,000 stores in 62
countries around the world. In 1971 Starbucks opened its first store in Seattle’s
Pike Place Market. Howard Schultz joins Starbucks as a director of Retail
Operations and Marketing. Starbucks focuses on its mission “Inspire and
nurture the human spirit-one person, one cup, and one neighbourhood at a time.
Starbucks provides a variety of drinks from hot to cold, and foods. The most
famous beverage is Frappuccino® Blended Beverages. Starbucks makes a
beverage menu depending on the customer's request to meet their satisfaction.
Starbucks emphasizes on high-quality service from the store environment to the
work environment. Starbucks promotes its products through mass media such
Page 23
 as advertising at the television, social media, billboards, and coupon card. The
paper concludes with some recommendation.
8. (Login, O. N. 2019) Starbucks changes the behaviours and viewpoints of global
consumers to coffee, and this successful example has caught global attention.
According to my study of Starbucks, it shows that motivation is the key factor
of a company policy. In other word, opposite to the principles of classical
management which only concerns about produce but ignore workers’ ideas. In
recent successful business, the appropriate management for labors should
include both financial and emotional rewards. Besides, motivation and personal
satisfaction should be put into first rank. A good relationship between managers
and employees could maintain a high quality of performance. Just like
Starbucks, to use the correct strategy would lead to a successful path.
9. (Jhandir, S. U. 2012) The main objective of this study is to first find out
perceived service quality using SERVQUAL and then the role of perceived
value as a mediating variable in the service sector of Pakistan. Both descriptive
and inferential statistical techniques are used to analyse the effects of
independent variables (i.e. perceived service quality) on customer satisfaction
(dependent variable) and the role of mediating variable (i.e. perceived value).
Stepwise regression analysis is used to examine the effect of the mediating
variable (i.e. perceived value) on customer satisfaction. Perceived value was
found strongly correlated with satisfaction. Results suggested that perceived
value is an important factor in customers’ evaluation of satisfaction. Unlike
other studies, I use an aggregate score for perceived service quality instead of
service quality characteristics.

Page 24
 Chapter-2
Research Methodology

Page 25
RESEARCH METHODOLOGY

The system of collecting data for research projects is known as research methodology. The data
may be collected for either theoretical or practical research for example management research
may be strategically conceptualized along with operational planning methods and change
management. Research methodology is to describe how to gather information (method) this
can be survey interview, litterateur review etc. And then explain each method what are they,
what are the method. Some important factors in research methodology of measure most of your
work is finished by the time you finish the analysis of data. Formulation of research questions
along with sampling weather probable or non-probable is followed by measurement that
includes surveys and scaling. This is followed by research design, which may be either
experimental or quasi-experimental. Methodology includes a philosophically coherent
collection of theories, concepts or ideas as they relate to a particular discipline or field of
inquiry.

OBJECTIVES OF STUDY

The objectives of this project are as follows:

• To identify the benefit of services offered by Starbucks India.
• To understand the customer relationship management at Starbucks India.

RESEARCH DESIGN

A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. The design of a study
defines the study type (descriptive, correlation, semi-experimental, experimental, review,
meta-analytic) and sub-type (e.g., descriptive-longitudinal case study), research
problem, hypotheses, independent and dependent variables, experimental design, and, if
applicable, data collection methods and a statistical analysis plan. A research design is a
framework that has been created to find answers to research questions.

Page 26
TYPES OF RESEARCH DESIGNS

1. EXPLORATORY DESIGN
2. DESCRIPTIVE DESIGN
3. CAUSAL DESIGN

EXPLORATORY DESIGN:
An exploratory design is conducted about a research problem when there are few or no earlier
studies to refer to or rely upon to predict an outcome. The focus is on gaining insights and
familiarity for later investigation or undertaken when research problems are in a preliminary
stage of investigation. Exploratory designs are often used to establish an understanding of how
best to proceed in studying an issue or what methodology would effectively apply to gathering
information about the issue.

DESCRIPTIVE DESIGN:
Descriptive research designs help provide answers to the questions of who, what, when, where,
and how associated with a particular research problem; a descriptive study cannot conclusively
ascertain answers to why. Descriptive research is used to obtain information concerning the
current status of the phenomena and to describe "what exists" with respect to variables or
conditions in a situation.

CAUSAL DESIGN:
Causality studies may be thought of as understanding a phenomenon in terms of conditional
statements in the form, “If X, then Y.” This type of research is used to measure what impact a
specific change will have on existing norms and assumptions. Most social scientists seek causal
explanations that reflect tests of hypotheses. Causal effect (nomothetic perspective) occurs
when variation in one phenomenon, an independent variable, leads to or results, on average, in
variation in another phenomenon, the dependent variable.

RESEARCH DESIGN USED IN THE STUDY: DESCRIPTIVE RESEARCH

CUM EXPLORATORY RESEARCH
Page 27
2.3 SAMPLING

A sampling method is a procedure for selecting sample members from a population.

There are two main sampling techniques:

1. Probability sampling
2. Non probability sampling

Probability Sampling

Probability sampling is a sampling technique wherein the samples are gathered in a process
that gives all the individuals in the population equal chances of being selected.

• Simple Random Sampling- In this all the members of the population are included in
the list and then randomly selected the desired number of subjects.
• Stratified Random Sampling- In this technique subjects are initially grouped into
different classification such as age, socioeconomic status or gender.
• Systematic Random Sampling- It can be likened to an arithmetic progression wherein
the difference between any two consecutive numbers is the same.

Non-probability Sampling

Non-probability sampling is a sampling technique where the samples are gathered in a process
that does not give all the individuals in the population equal chances of being selected.

• Convenience Sampling-With convenience sampling, the samples are selected because

they are accessible to the researcher. Subjects are chosen simply because they are easy
to recruit.
• Consecutive Sampling- It includes all subjects that are available that makes the sample
a better representation of the entire population.
• Quota Sampling- In this technique the researcher ensures equal or proportionate
representation of subjects depending on which trait is considered as basis of the quota.

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Sampling methodology has been used by me for making the project:

• Sampling size - 100 respondents

• Sampling technique - Convenience sampling ( Non probability technique )

2.4 SOURCES OF DATA COLLECTION

1. PRIMARY DATA
2. SECONDARY DATA

Primary Data

Data used in research originally obtained through the direct efforts of the researcher through
surveys, interviews and direct observation. Primary data is more costly to obtain than secondary
data, which is obtained through published sources, but it is also more current and more relevant
to the research project.

Secondary Data

Data that has previously been collected (primary data) that is utilized by a person other than
the one who collected the data. Secondary data is often used in social and economic analysis,
especially when access to primary data is unavailable.

For example, a survey of a group of economists (primary data) cannot be repeated, so its results
are used in subsequent research projects. Or, data collected by the Department of Labor
(primary data) that is used in economic analysis.

In the present study primary data has been collected using questionnaire.

STATISTICAL ANALYTICAL TOOLS

In this study the data was analysed with the help of MS Excel, pie charts, tables and graphs.

Page 29
 CHAPTER-3

DATA ANALYSIS & INTERPRETATION

Page 30
ANALYSIS OF QUESTIONNAIRE

Q1. Age Distribution

Age Category Total Responses

19-24 60

25-31 26

32-38 20

39 and above 9

Interpretation
Out of 115 respondents 52% are between 19-24yrs, 23% are between 25-31yrs, 17% are
between 32-38yrs and 8% are 39 or above age.

Page 31
Q2. Qualification Analysis
Qualification Total responses

12th Passout 39

Graduate 41

Post Graduate 25

PHD Holder 10

Interpretation
Out of 115 respondents 34% are 12th pass out, 35% are Graduate, 22% are Post Graduate and
9% are PHD Holder.

Page 32
Q3. Occupation
Occupation Total responses

Student 35

Employed 45

Business Owner 25

Other 10

Interpretation

Out of 115 respondents, 30% are Student, 39% are Employed, 22% are business class and 9%
are engaged in other forms of activities

Page 33
Q4. Annual Income

Income Groups Total Responses

2-3 lakhs 44

3-5 lakhs 30

5-10 lakhs 19

10 lakhs and above 22

Interpretation

Out of 115 respondent’s majority of the people (64%) fall under the category of 2-5 lakhs of
income and rest 36% fall into 5 lakhs and above.

Page 34
Q5. Recent Experience and Satisfaction.

Answers Responses
Highly Satisfied 60
Somehow Satisfied 25
Average 15
Dissatisfied 14
Highly Dissatisfied 1

Interpretation

More than 50% say highly satisfied it clearly states that company really takes care of the
customers and provide top notch service. Only 13% are dissatisfied from the brand.

Page 35
Q6. Frequency of visiting Starbucks

Answers Responses

Daily 53

Once or Twice a week 46

Once in a Month 16

Interpretation

Out of 115 respondents more than 85% are visitors who come more than once in a week. This
proves that the reviews are genuine and honest.

Page 36
Q7. SOS on Problem and Complaint related issues.

Answers Responses

Yes 99

No 16

Interpretation

Out of 115 respondent’s majority of the customers issues get resolved fast.

Page 37
Q8. Satisfaction from features and offers from Starbucks India.

Answers Responses

Highly Satisfied 55

Somehow Satisfied 25

Average 17

Dissatisfied 17

Highly Dissatisfied 1

Interpretation

Out of 115 respondents around 65% are somehow satisfied or highly satisfied from features or
offers provided by the Starbucks India.

Page 38
Q9. Ease of Payment Methods

Answers Responses

Yes 101

No 14

Interpretation

Majority of the customers are satisfied by the Payment methods and modes of payment offered.

Page 39
Q10. Are there any Uniqueness and Enjoyable Products offered by Starbucks India?

Answers Responses

Yes 97

No 18

Interpretation

Out of 115 respondents’ more than 80% feel the products offered by Starbucks India are unique
and enjoyable.

Page 40
Q11. Do you feel the relationship between you and Starbucks India work in future also?

Answers Responses

Yes 71

No 20

Maybe 24

Interpretation

Out of 115 respondents more than half of the respondents feel they will have a good relation
with Starbucks in future while 21 % are unsure that either they will or not.

Page 41
Q12. Does Starbucks India take care of its customers interest and needs at all the time?

Answers Responses

Yes 83

No 32

Interpretation

Almost 3/4th of the of the respondents think Starbucks India takes care of their needs.

Rest also didn’t have any major issues while discussing in detail with them.

Page 42
Q13. Do you receive offers and new arrival announcement time to time?

Answers Responses

Yes 85

No 30

Interpretation

So, it shows that most of the audience gets to know about offers and schemes through their
subscription or social media else the brand does not initiate any other form of marketing.

Page 43
Q14. Does the company take a step forward in order to enhance your experience?

Answers Responses

Yes 80

No 20

Sometimes 15

Interpretation

Most of the customers feel that company makes a step forward to make them feel special and
provide individual experience to them and make a third place for them.

Page 44
Q15. Is there any incident seen or faced by of harassment of customers or staff with you?

Answers Responses

Yes 21

No 94

Interpretation

The company is very strict related to the harassment related laws and has a keen focus line on
it, the customers tell they feel safe and they offer a safe environment to them.

Page 45
Q16. Is Starbucks India staff helpful enough and treats you well?

Answers Responses

Yes 101

No 3

Maybe 11

Interpretation

Starbucks is known for its best in industry customer connection records and follows all the
methods and ways to improve their ways to retain customers and make them loyal.

Page 46
Q17. Are Starbucks India personnel being never too busy to respond to customer’s
request and complaint?

Answers Responses

Yes 10

No 97

Sometimes 8

Interpretation

In the above question the customers answers feel that they are happy with problem solving time
and feel that they are valued at all times.

Page 47
Q18. On a scale of 1-5 how many stars would you like to give to Starbucks India?

Answers Responses

5 40

4 63

3 10

2 2

1 0

Interpretation

So, accordingly we conclude that not even one person rated Starbucks 1 star to Starbucks so it
clearly states the brand name and its unique services offered by them in the market out there as
compared to its competitors.

Page 48
Q19. Have you registered with the Starbucks Loyalty Rewards Program?

Answers Responses

Yes 80

No 35

Interpretation

Starbucks Loyalty Programme is the one special membership related things that allows special
offers and tactics to its users and can get several discounts as well.

Page 49
Q20. Does Starbucks follow all the global safety and hygiene norms and standards?

Answers Responses

Yes, always 93

Maybe or not sure 22

Interpretation

Majority of the people are sure that Starbucks follows all the global level safety standards and
they feel safe and comfortable coming to Starbucks in such hard times of Covid-19.

Page 50
 FINDINGS

• More than 50% of the respondents were in age group of 19-24.

• Maximum of the customers are either student or employed people.
• More than 50% were found satisfied with Starbucks and its services.
• More than 80% of the respondents visit Starbucks daily or twice a week.
• Starbucks is famous for its customer handling process.
• Most of the customers say it’s the third place of their day.
• On basis of customers rating Starbucks has been awarded best retail food outlet in India
for over 2 consecutive years.
• According to the respondents they didn’t feel any case or situation of harassment under
any circumstances in Starbucks.
• According to the customers their barista are the best part which make them visit again
and again.
• More than 50% of the respondents feel that they will have future relations with
Starbucks and 21% are in dilemma.
• Majority of the non- daily visitors and according to research they feel Starbucks is under
rated because of its pricing in India.

Page 51
 LIMITATIONS

• Making questionnaire was time consuming and a costly process.

• Customers were reluctant to fill the questionnaire.
• The data analysed may not show the accurate results because of some personal glitches
or because of the present mood of the customer while filling up the questionnaire

SUGGESTIONS

• The relationship with customer should be built with more politeness and attractive
offers.

• The company should provide high rate of returns with the promise.

• The feedback is very important to overcome all the complaints of the customer.

• The premium reminders should be sent on regular basis.

• The policy should be less complicated to understand.

Page 52
 CONCLUSION

So, from the above analysis of the questionnaire and according to one-on-one
conversations one thing on which I have arrived is that the customers of Starbucks are
loyal to them due to their way of dealing with the customers. Here they are made to feel
like the 3rd place for them.

Starbucks is one and only one company in this sector that follows the global safety and
standards everywhere in the world and operated more than 75000 stores all over the
world in which around 22000 are located in USA market only.
Customer satisfaction here is the top most priority and it is followed by everyone that
customers are above and all and the baristas working over there treat customers as god.
Often said in India as (Athithi Devo Bhava).

They have multi country menu for all the items beat merchandise or we say like mugs,
tumblers and food items etc. thus the customers feel the difference in menu but have a
faith on the safety and hygiene levels and standards.

Page 53
 BIBLOGRAPHY
https://www.salesforce.com/in/products/service-cloud/what-is-customer-service/

https://www.myaccountingcourse.com/accounting-dictionary/customer-satisfaction

https://open.lib.umn.edu/principlesmarketing/chapter/14-3-customer-satisfaction/

https://www.snapsurveys.com/blog/5-reasons-feedback-important/

https://www.nicereply.com/blog/importance-of-customer-satisfaction/

https://www.grin.com/document/111348

https://www.slideshare.net/maazahmadkhan/customer-satisfaction-project-67677653

https://www.mindtools.com/pages/article/newTMC_05.htm

https://www.marketingstudyguide.com/understanding-the-servqual-model/

https://search.proquest.com/openview/0c401556ba6ef385bbb14cda3a4dbc90/1?pq-
origsite=gscholar&cbl=54464

https://d1wqtxts1xzle7.cloudfront.net/34386155/A_Service_Quality_Model_Applied_on_Ind
ian_Hotel.pdf?1407384662=&response-content-
disposition=inline%3B+filename%3DA_Service_Quality_Model_Applied_on_India.pdf&Ex
pires=1601844252&Signature=I-QLcIzZFktuyq-
FFOA~FlC~lXvZH~Tw1H9qBWI76nDo3I7eyZWvgKz4UtCEmzc5zdbSrw4OkhJwnLp7Ni
GvBI0qs3eNBUu3YtU9YOJBCToS-BQs-
rnEhWV4y~RGyjqUOxZ9q10v9G8X4NBjMLPKziYKemFxEOagKm2QZjrA8CZc-2RS-
93SwZxnF15x3isQ6MqFggMBAUeGikX8wqRy1S1mkEm5mCRGCE52HHwBqhdaVjxOD
S8ADNavwTVT5YC9gwnl43i~A8G9k2BqJZM7J4DI~GLnShgKWmDBub-
JL89O1qRVhLMrZggKGHwxilibRWmVuVR9CKrTZ~~ulAqIvA__&Key-Pair-
Id=APKAJLOHF5GGSLRBV4ZA

https://d1wqtxts1xzle7.cloudfront.net/63220081/ICCMI_2017_proceedings.pdf?1588791398
=&response-content-
disposition=inline%3B+filename%3DPlace_branding_the_implementation_of_a_s.pdf&Expi
res=1601844389&Signature=DGN~CJYv5J6aGH~jkcyuaEnKov8340y1c1Zt3lRSH9tFbn~O
gHYyR31Dk4odcJzTMMmnTBv1EUiBT6OMwYUkoQdAyY56RgBifGK7T4ifodilg3Reovl
FEJTTJqib6KcKFB-

Page 54
jJlrSoziqFj6mRyh1MvWmgxL6SbAqW2T1CD1CT920jRwVmc5ciQzR~6hrWSdr3AZg3ma
wCqjotyerJ-ZtjyWI~ss-
OrF~CZtzm3fymILELsQjh9flZisW0z3xmH6Bdz3u6lvSjnICzvJv7Cai5uWwzDdW3KRxw~
3ZhS2g5KWs0T5JkRBR-2QNPiQCb2-9H~SQ5JkvfqWQvKs9fsuqkg__&Key-Pair-
Id=APKAJLOHF5GGSLRBV4ZA#page=377

http://iconiet.sgu.ac.id/wp-content/uploads/2016/02/ICO15BM015.pdf

https://web.b.ebscohost.com/

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1990054

Page 55
ANNEXURE

Page 56
Q1. Age

• 19-24
• 25-31
• 32-38
• 39 and above

Q2: Gender

• Male
• Female
• Prefer not to say

Q3: Qualification

• 12th
• Graduate
• Post Graduate
• PHD

Q4: Occupation

• Student
• Business Owner
• Employed
• Other

Q5: Annual Income

• 2-3 lacs
• 3-5 lacs
• 5-10 lacs
• 10 lacs and above

Q6: In thinking about the recent experience with STARBUCKS INDIA, rate the
satisfaction with the customer service received by you?

• Highly Satisfied
• Somehow satisfied

Page 57
 • Average
• Dissatisfied
• Highly Dissatisfied

Q7: Visiting Frequency at Starbucks

• Daily
• Once or twice a month
• Monthly

Q8: The process for getting your concerns resolved is fast?

• Yes
• No

Q9: Please think about the features of the order you had and according to that are you
satisfied with the services?

• Highly Satisfied
• Somehow satisfied
• Average
• Dissatisfied
• Highly Dissatisfied

Q10: Is payment modes easy and fast at STARBUCKS INDIA?

• Yes
• No

Q11: Are the services offered by us unique and enjoyable?

• Yes
• No

Q12: Do you like work relationship between you and Starbucks India for long time?

• Yes
• No
• Maybe

Q13: Does the company take care of the needs of customers all the time?

Page 58
 • Yes
• No

Q14: Do you receive offer and discounts reminders on time?

• Yes
• No

Q15: Does the company take a step forward in order to enhance your experience?

• Yes
• No

Q16: If a customer wants to make modifications to his/her order, is it allowed here and
easy to do so?

• Yes
• No
• Maybe

Q17: Is there any incident seen or faced by of harassment of customers or staff with you?

• Yes
• No

Q18: Do you receive feedback from the customer care personnel when you file a
complaint?

• Yes
• No

Q19: Is Starbucks India staff helpful enough and treats you well?

• Yes
• No
• Maybe

Q20: Does Starbucks follow all the global safety and hygiene norms and standards?

• Yes, always
• Maybe not sure

Page 59