Starbucks Quality Analysis

Part II – Perception of Quality to Starbucks

Table 9: Physical Quality

Statements 5,000 or below 5,001 to 10,000 10,001 to 15,000 15,001 or above Mean DI Mean DI Mean DI Mean DI

Has aesthetically pleasing equipment 4.43 SA 4.38 SA 4.48 SA 4.43 SA

Offers good Wi-Fi connection 4.45 SA 4.25 SA 4.50 SA 4.10 A

Membership offers desirable perks 4.20 A 4.15 A 4.50 SA 4.10 A

Visually appealing 4.35 SA 4.35 SA 4.43 SA 4.25 SA

Drinks served suit my taste 4.25 SA 4.30 SA 4.40 SA 4.28 SA

Foods served suit my taste 4.13 A 4.15 A 4.48 SA 4.23 SA

Gives visually attractive room 4.25 SA 4.23 SA 4.35 SA 4.43 SA

GRAND MEAN 4.29 SA 4.26 SA 4.45 SA 4.25 SA

Physical quality has a great influence on perception of quality on each and every monthly disposable income

It seems that they are more sensitive and they look into the factors more carefully. Since, 10 001 to 15 000 identifies physical quality and customer satisfaction as highly influential to their perception of quality, while 15 001 or above regards physical quality, staff behavior, and customer satisfaction as a factor that greatly influences their perception of quality.

Across all income groups they find customer satisfaction and physical quality as highly influential to their perception of quality. In the two lower income group physical quality and customers satisfaction has a high influence on perception of quality but in the two higher income groups, physical quality, staff behavior, and customer satisfaction has a high influence on their perception of quality. Generally all of the factors have influence to the perception of quality but there are some factors that have greater influence depending on their monthly disposable income. PART III – OVERALL EVALUATION

Table 18: Allocation of Respondents according to overall

Its affordability is the main reason. The convenient location, quality and ambiance are also their reasonable causes for choosing local. ₱5,001 to ₱10, 000 disposable income bracket customers favors local coffee shops than Starbucks. Their prominent reason is the same with the aforementioned disposable income bracket which is the affordability of local coffee shops. Other reasons are its quality and loyalty and also its convenient location and ambiance respectively. The disposable income bracket customers of ₱ 10, 001 to ₱ 15, 000 prefers Starbucks. The most compelling cause is its quality. Further reasons are ambiance, membership perks and popularity. Similarly, disposable income brackets customers of ₱ 15, 001 and above shows that they preferred Starbucks than local coffee shops. Likewise with the previous disposable income bracket, Starbuck’s quality is mainly the reason for their preference. Ambiance and convenient location are also considered. Although the two lower income brackets chose local coffee shops and the last two higher income brackets chose Starbucks there are only minimal differences between the majority and the minority