An evaluation of influences of employee and customer satisfaction on the marketing positioning of consumer products: a case study of Starbucks coffee company in Qatar

Faragalla, Hanan (2022) An evaluation of influences of employee and customer satisfaction on the marketing positioning of consumer products: a case study of Starbucks coffee company in Qatar. Doctoral thesis, University of Wales Trinity Saint David.

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Abstract

When employees are satisfied with their work, they contribute towards the company's effective functioning to the best of their potential, leading to enhanced customer satisfaction. This research evaluates the influences of employee and customer satisfaction on the market positioning. The study uses Starbucks Coffee Company in Qatar as a case study. Most of the previous studies were quantitative; however, many questions were unanswered about the effect of employees’ satisfaction and customer satisfaction, hence, the need to integrate both quantitative and qualitative research. An enterprise should understand that the value proposition includes customer satisfaction as criteria for promoting the staff. The criteria will motivate employees to focus on customer satisfaction, increasing the number of clients patronizing the stores, and encouraging workers to deliver quality services as criteria for satisfaction. The study has conducted three surveys; there were 95 responses to the customer survey using random sampling, 100 to the employee survey, and 20 to the supervisor survey, both using purposive sampling. It was found that customer satisfaction is crucial in determining employees’ job promotions. However, the study indicated that only 83% of the employees felt that strong customer service is a criterion for being promoted in Starbucks. Given that 88% of employees know what is required to gain promotions. Therefore, these statements suggest that Starbucks looks for other criteria to promote employees. An enterprise can succeed when its employees attain job satisfaction from intrinsic and extrinsic factors. In addition, employee satisfaction has a crucial role in enhancing customer satisfaction and promoting enterprises’ financial performance.

Item Type: Thesis (Doctoral)
Subjects: H Social Sciences > HF Commerce
Divisions: Theses and Dissertations > Doctoral Theses
Depositing User: Lesley Cresswell
Date Deposited: 29 Sep 2022 12:43
Last Modified: 31 Jul 2023 08:45
URI: https://repository.uwtsd.ac.uk/id/eprint/2113

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