Inter Observer Agreement

Inter Observer Agreement

Introduction

Starbucks officially started its operation during 1981; the said first operation had grown up to 10,000 cafés, in the US alone, and more than 5,000 cafés around the world. The popularity of the said brand enables the company to create a strong relationship with their customers, because its product and services had become part of the life of many of the aficionados of coffee in the world. Above all, the current position of the company which makes the company as one of the most successful companies in the world is its effective stakeholder communication. Stakeholder communication is the umbrella expression to describe how an organization talks to the outside world. At Starbucks, stakeholder communication is grounded in the reputation of the company and enhances the corporate identity.

This is the core purpose of stakeholder communication at Starbucks, and the company utilizes this approach effectively to strengthen its brand image. Typically the stakeholder communications function embraces reputation management including Crisis PR, media relations, investor relations, internal communications, social programs (CSR) and advertising. Central to the success of corporate communications at Starbucks is its integration with the rest of the business putting it on an equal footing with other lead departments such as marketing and finance. The success or otherwise of a stakeholder communications strategy at Starbucks depends on where the communications function sits within the organization.

Research Question

The purpose of this paper is to investigate what decision customer make while purchasing and making choices in the in the Starbucks Coffee restaurants. This study will provide valuable information for Starbucks coffee in the management fee structure at the cafe across the country. Understanding consumer preferences for payment of the structure of the company will not allow companies to benefit from improved service quality, as well as taking steps to reduce their spending on activities that have little value to the customer (Creswell, 2009).

Observational System

The subjects of this study were the customers of the Starbucks Coffee. Customers were observed for their behavior whether they take cash receipt or not at the time of payment. Data was collected from the Starbucks coffee centre in three observational sessions of 30-40 minutes each on three random days. Data was recorded from the Cash Register desk.

Method for Data Collection

Data for the purpose of this study has been collected through observational method from the Starbucks coffee restaurant. At certain times, the observer reported whether customers are willing to take a receipt, or not paying attention to keep the receipt. The observations were recorded during the afternoon session, when most customers visit the restaurant.

In this study, observer recorded customer's action on a pre-defined spreadsheet having gender and receipt taking status category. The observers has recorded these observations when customers make a purchase at Starbucks, and payments made at the time of departure. The main mode of data collection, selected for this study is the method of the recording frequency. The actions of the customers were in the appropriate boxes in the comment column of ...