The main purpose of this chapter is to discuss the research findings that related to the research questions and hypotheses. Moreover, based on these findings to present a conclusion and recommendation. Finally, the limitations of this research will be discussed and analyzed critically in order to provide empirical evidence for future research that relate to the indirect relationship between CSR and brand loyalty.
5.1 Discussion of Findings
Although some of the findings do not present as expected, the hypotheses were verified based on the traditional path analysis method (MRA). The main findings of the study are presented as follows:
(1) The first research question was asked about which dimensions of CSR are included in Starbucks CSR Annual Reports. From the CSR Annual Report (2014), Starbucks linked their success to the thousands of farmers who grow their coffee. Actually, Starbucks run business by fulfilling its
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Based on the data collected from China, we found that the perception of four dimensions of CSR shown a varying degree. The highest Chinese customers’ perception of CSR dimensions is customer aspect of CSR, which is indicated by the highest mean score of 4.06 (between “agree” and “strongly agree” on the scale). It was closely followed by economic aspect of CSR with the mean score of 4.04. The mean score of environment aspect of CSR is 3.94 (between “neutral” and “agree” on the scale). However, the community oriented CSR is the least perceived Starbucks responsible practices in China with a relatively lowest mean score of 3.73. Judging from the high mean score of these four dimensions of Starbucks CSR practices in China, it can be seen that on average, Chinese consumers have a positive attitude in the company fulfil its responsible obligations towards customers, economic, environment and community dimension of CSR in
It is still under the debate within the company that whether the strong CSR communications should be made to the customers, and what impacts it will make on the company and its brands. In order to evaluate the business problem, both sides of the coin need to be looked at before the conclusion can be made. It is reasonable to argue that CSR marketing efforts will promote the company image and grow customer loyalty, as it aligns with the mission of the Dannon company: to bring health through food to as many people as possible. Nonetheless, as a for-profit company, Dannon will need to look at the economical impact of its CSR related decisions.
One area that I am surprised that was mentioned is brand loyalty. Although the resell and shipping industry is unknown to the normal everyday consumer, in the commercial world corporations like Dot foods in vital to the longevity of their business and future success. Therefore, I assume over the years, Dot Foods has gained traction and become known as a corporation who delivers economical products that meet all government regulations. Which with restaurants like Chipotle who lose business after a health scare, souring product for a reputable is critical.
Addictive Behaviors This study, “Heavy Episodic Drinking and its Consequences: The Protective Effects of Same-Sex, Residential Living-Learning Communities for Undergraduate Women” aims to find the impact the environment has on drinking and alcohol abuse. The areas of comparison are single-sex resident living communities, mixed sex residential learning communities, single sex non residential learning communities, and mixed non residential learning communities. This study can possible lead to a solution to underage drinking in colleges, if it is valid and significant. If it does not lead to a solution, it can still provide insight as to the overwhelming number of underage college students who drink.
Starbucks and Tim Hortons Nowadays, the number of coffee drinkers are increasing. As the demand for coffee grows, the number of coffee chains is also increasing. Of that, the representative coffee chains in North America are Starbucks and Tim Hortons. Starbucks has the highest brand awareness amongst the world coffee chains. It started in Seattle, the United State in 1971.
Today, bilingual education used in many countries for a variety of social and educational purposes. It is become actual problem of this century. Because, the world is changing and according to the requirements of time, the human mind adjusts to new discoveries, to new tops. Large-scale changes in all spheres of human activity: the globalization of the economy and politics, the information explosion, the rapid development of communication defined new requirements for the quality of education. First of all, a general global trend towards integration in the sphere of education determines the trend towards integration of subject knowledge.
On the contrary, the practice of CSR is an important consideration for long-term investment as it can help generate more profit in the future. In this report, Nestlé would be one of the good examples to illustrate those concepts. Nestlé is one of the world’s largest food and beverage companies. The company believes that by creating value for the shareholder and the public, it will have long-term sustainability.
Resources and Capabilities Tangible i. Physical: Stores, Distribution Centers and Warehouses ii. Financial: Investments, Expansion activities, Joint Ventures, Licensed agreements and Merchandise Intangible i. Technology: State of the art equipment, highly integrated and advanced information technology ecosystem, mobile and online store ii. Reputation: Strong brand reputation, cult status of Starbucks, strong Association of outlets as “third place” right after home and work, excellent relationship with coffee suppliers Human Resources Well trained employees, dedicated Real Estate team, innovative R&D team, relatively low employee attrition Personalized interaction with
Brand loyalty is a focal point of interest for marketing researchers. From past research stated that loyal customers spend more than non-loyal customers in purchasing. Much of the research over the past three decades looks into consumer loyalty from two perspectives which are behavioral loyalty and attitudinal loyalty (Bandyopadhyay & Martell, 2007; Dick & Basu, 1994). Behavioral loyalty means the frequency of repeating the purchases. Which attitudinal loyalty refers to the psychological commitment that a consumer makes in the purchase, example like intentions to purchase and intentions to recommends.
In order to formulate an effective ad, the target audience must always be defined and understood. Starbucks Coffee’s target audience is families with young children. There are several factors involved in determining the target audience, and that is demographic, geographic, psychographic, and consumer insights. Firstly, there are several demographic variables that are taken into account.
Starbucks was founded in 1971. They have 18.850 stores in more than 40 countries which makes them the first coffee specialty retailer in the world. They operate most of their stores having only 50 franchises (as of 2017) as to keep strict control over quality. The success of Starbucks is based on their unique value proposition. They offer customer the finest coffee produced by themselves, with strong commitment on creating a global social impact, served in stores that promote a welcoming and warmth sphere where everyone can feel “like home”.
In the recent years more and more companies in the retail and food industry are concerned about the environmental consequences of their action and also the social ethics for the people involved in the production process. This is a shift from the philanthropic actions companies used to take in 1970’s and by following basic international standards to a ‘business case’ perspective of CSR (Customer Social Responsibility). According to the World Business Council for Sustainability Develpoment ( WBCSD) CSR is: ‘’ the commitment of business to contribute to sustainable economic development, working with employees, theirfamilies, the local community and society at large to improve their quality of life’’ (World Bank, 2002)
Moore et al (2003) also described that positive perception of consumers about a particular brand is an indicator of status, quality and prestige; i.e. factors other than price. Brand Loyalty Schiffman and Kanuk (2004) have stated brand loyalty as one of the desired outputs of learning of the consumers. It is the probability of positive behaviours and attitude towards a brand, thus it could result in positive word of mouth and repeat purchase (Rawly and Dawes, 1999). Quester and Lim (2003) also explained the two major types of brand loyalty. Behavioural loyalty explains the repeat buying behaviours of the consumers, whereas attitudinal loyalty is the favourable behaviour of the consumers towards a specific product (Dikempe et al., 1997).
This essay is an analysis of corporate social responsibility of Starbucks Coffee company. Starbucks company, which operates retail shops to offer coffee and cups, was founded in 1971 in Seattle, United States. Nowadays, Corporate Social responsibility (CSR) can increase sales volume and brand awareness and image to lead companies to succeed in business. Therefore, CSR is important for many organizations and public. Starbucks has success to operate in CSR.
CSR plays an important role in world of business as it implies to do well by doing good. A large number of multinational units have set global standards, in which same technology is used throughout the world. This helps to create a strategic advantage as well as also serves to elevate the technological expectations. The CSR initiatives not only help in creating awareness and education, but it also helps in ensuring the growth of middle class people. Some of the companies make use of it by expansion of their consumer base in rural as well as urban areas.
Module Name: Strategic Management. Module Number: BAM 6002 Module Tutor: Hans Joerg Stoeckl Assignment Done By: Shoaib Baig STARBUCKS… Introduction Starbucks Corporation, an American organization established in 1971 in Seattle, WA, is a chief roaster, advertiser and retailer of strength espresso around world. Starbucks has around 182,000 representatives over 19,767 organization worked & authorized stores in 62 nations. Their item blend incorporates simmered and carefully assembled high quality/premium evaluated espressos, a mixture of new nourishment things and different drinks.