Analyzing Customer Satisfaction Of Starbucks And Fox And Feather

Customer Service Experience at Fox and Feather

Meeting customers’ needs to make them satisfied is the prime goal and responsibility of each business. It leads the firms to gain profitability and reputation both in the market through which they can sharpen their competitive brand image. Yuliantoro et al. (2019, pp.1-11) viewed that higher customer satisfaction level affects their repurchase intention. Two brands like Starbucks and Fox and Feather can be chosen for comprehending this report where the author encounters two different types of services experience. This report will cover the core aspects of customer satisfaction more broadly. Hence, the report will analyse data that will lead the author to suggest a few recommendations for strengthening the brands’ customer service approachability.

In order to define and rationalise my positive customer service experience, I will choose Fox and Feather. On the other hand, I will choose the case study of Starbucks from my journal to determine the effectiveness of their customer service offers that drove me positively. I visited both Fox and Feather and Starbucks stores but I gained different experiences out of their serviceability based on which I ranked them in 3rd and 6th position respectively. I found it extremely unethical where Fox and Feather offered expensive products, although the price of each product showed less costly on their online portal.

In fact, there were no after-sale services such as discounts and warranty based on which we could ensure to buy those products and use those for a long-term. On the flip side, I felt Starbucks exactly the same as I found it on different online channels and other marketing media. From showing greater hospitality to offering convenient coffee products were absolutely worthy of my investments. Although Starbucks was expensive too, the way its staff served and talked to me was unforgettable. On the contrary, despite being polite, the staff of Fox and Feather was more busy pushing me to buy their products rather than showing concerns towards my affordability and convenience.

In the case of Fox and Feather, I was extremely pleased by the products on their company profiles. It showed a variety of creative items and apparel that a student like me can afford. It influenced my buying instinct and eventually, I visited the store to buy the stuff. I was shocked when I saw that the price attached with the product vouchers was quite high which was not similar to the price shown online that I came for. I quickly took a few pictures of those products and asked others whether they encountered the same experience or not.

In this way, I collected data that could differentiate the price ranges and backed by a discussion method, I came to ensure the low degree of their serviceability. Qutoshi (2018) also believed that discussion is a strategic data collection method that allows researchers to perceive lived experiences over time. I quickly took out notepaper and started asking the other customers in the stores about their service experiences in Fox and Feather. I asked the following questions:

• Did you think that it is expensive to buy the products from Fox and Feather?
• Did you find any differences between the price that Fox and Feather offer on their online and offline channels?
• Did you find it reliable to shop from Fox and Feather without perceiving the after-sale services that a brand should provide?

Customer Service Experience at Starbucks

A majority of the customers responded in such a way that felt while encountering the service of Fox and Feather. In fact, I also asked a few of them the reason for their early leaving from the outlet. They discussed with me the lack of customised offers which simultaneously limited their choice of shopping which went against the service quality of Fox and Feather. In order to justify my points and factors, I have chosen a few theoretical concepts and data sources from journals, books and articles as supporting evidence. I have cited them accordingly to make my finding and discussion more concrete.

In the case of Starbucks, I collected data backed by a checklist that I made quickly after returning to my place from the store. I usually went for observation techniques for collecting data. According to Evripidou et al. (2021, pp.150-159), the observational method of data collection has the potential to help researchers to capture a more complete and impartial picture of reality. Out of my observation of other customers in the Starbucks store and the service reality, I built my checklist as follows:

Table 1: Checklist

(Source: Author 2021)

Out of the discussion with customers in Fox and Feather, I found that a maximum of them were tentative towards customising their own apparel rather than buying the self-designed stuff. They posted their queries consecutively to the sales team in the brand for any discounts and special offers on the products so that they could buy that. On the other hand, a huge difference in the price range caused other customers to leave the outlet soon like me. The team members were not ready to take responsibility for the sold out products which left customers and me to remain sceptical towards buying such expensive items.

My observational checklist found two negative responses against three positive responses. The interior design with a soft tune playing in the outlets of Starbucks was extremely pleased that could release the stress of customers easily. Despite having a low staff, Starbucks did not hinder itself from offering quality services by making customers their first preference and choice. Thus, the staffs were quite welcoming, skilled and grateful towards me after entering the outlets that attracted my first attention. The other customers seemed happier in the store whereas the service delivery time was a bit long. It can be implemented further by Starbucks to not leave any loopholes in offering unprecedented customer service experiences.

Based on the scenario of Fox and Feather, it can be noted that information used in marketing influences the customers’ buying decisions. Rachmawati et al. (2019, pp.1341-1348) noticed that business owners, marketing executives and managers must design and develop suitable offers that can reflect the market demand. As a result, it becomes easier for customers to differentiate product features as per their needs by being selective and sceptical. In the case of Fox and Feather, I and other customers were attracted towards the collection offered by the brands at a reasonable rate that reflected on their online sites. Su and Chang (2018) also believed that trendy and affordable items allow customers to update their wardrobe regularly.

Data Collection Methodologies

In this way, they become more likely to keep purchasing products from the brand. This entire concept was proven wrong when I visited the store and found a difference in the pricing of products. On the other hand, Yu, Seo and Choi (2019, pp.S98-S113) pointed out that flexible and desirable self-customisation services can help brands to meet customers’ demands. The expensive products led me and other customers to ask for customisation that the team of Fox and Feather refused which is another cause of our dissatisfaction with the brand. After-sale service is a selling strategy that allows brands to offer maintenance, preparation and guarantees through which customers’ desires can be met by satisfying their needs (Alshare, 2020, pp.1939-1946).

There were plenty of drawbacks in the service catering of Fox and Feather which led me to give them 3 ranks out of 7. Therefore, it was quite difficult to trust the brand and thus, I refused to take any service from them. Based on the SERVQUAL model, I did not find Fox and Feather’s service reliable due to their poor response towards understanding the actual needs of customers. Hence, it did not give any assurance to customers for believing in them whereas there was no empathy shown by staff to customers individually. However, there were no tangible service facilities like proper sitting arrangements as per the level of the crowd which caused me to think of their inability to perform promised services accurately.

On the contrary, Starbucks can be recognised as one of the potential brands that put the best efforts to meet the demands and expectations of their clients and customers. Hence, it has been advisable that brands must retain highly qualified staff that can help them to recognise potential customers (Tien et al. 2021, pp.761-768). From a neutral viewpoint, the qualified staff of Starbucks not only can make customers feel special and value-oriented but also can guide them to choose the best service conveniently. It grabbed my mainstream attention while entering the outlet based on which I could make my first impression.

On the other hand, Wu et al. (2018, pp.48-57) argued that staff who are rude and treat customers in an unfriendly way often causes failure of services. In the case of Starbucks, the staffs were extremely welcoming which consecutively made the environment comfortable for me and other customers to spend their quality time. The choice of colours in interiors can affect consumers’ perceptions and the decision-making process (Yuan et al. 2021). I found it right as the wall was decorated and the sitting arrangements were flexible in the Starbucks store that led me to find a perfect space. In addition to this, the product quality such as the taste of the offered coffee surged my tensions to revisit the store.

Conversely, despite having a crowd, the staff dealt with each customer efficiently, although I found a shortage of staff which can trouble them further. Hence, I gave Starbucks 6 out of 7 whereas I deducted 1 mark for not delivering coffee on time due to having a shortage of staff members. From theoretical perception, the assessment can be made more broadly. In terms of features of serviceability, Starbucks was effective in offering tangible and intangible products and services both in reality displayed in their informative promotions that influenced me. There was no perishability that Starbucks could entertain as all of its products and services were getting sold instantly due to their strength in motivating customers to fulfil their needs. Inseparability in Starbucks’ service offers was present which led them to produce and supply services simultaneously whereas heterogeneity was hardly there and thus, Starbucks was able to establish their standard.  

Data Analysis and Findings

Conclusion 

Based on the above analysis and discussion, it can be deduced that customers prefer more informative knowledge from their desired brands to ensure the reliability of their purchasing decisions. Fox and Feather seemed more inconvenient for customers to shop as they provided wrong information to customers regarding service features, product differentiation and price range which simultaneously created a miscommunication. On the flip side, customer service experience can be enhanced by the skilled and qualified staff with the friendly environments of outlets. Thus, Starbucks was proven convenient for customers like me to visit again where my investment in buying products will be worthy of their offerings where I can spend my leisure.

Offering customisation services in Fox and Feather

It will be beneficial for Fox and Feather if they can implement the SERVQUAL model in the best possible way. In order to make customers believe in them, Fox and Feather can recruit a marketing expert who will account for designing and writing content with real data to influence customers. Therefore, it will be easier for the brand to regain their trust based on which they can construct their efforts into strengthening customer service experiences. Along with the sales team, CEOs of Fox and Feather must accelerate their responses towards solving customers’ queries regarding their product and service features by offering more options and alternatives.

It will help Fox and Feather to assure customers to get the best deal from the brand which can make customers feel valued. In terms of empathy, the sales team must get proper training by the owners of Fox and Feathers for handling customer queries individually so that it would create less confusion. Although the staff in the store were skilled enough, they were completely unaware of the product or service that a customer was looking for from them. As the brand specialises in selling apparel, hence, customers can ask for after-sale services that Fox and Feather must provide to hold a long-term conversation with clients and customers.

Recruitments of more staff in Starbucks

Perhaps Starbucks is efficient in dealing with customers with proper responses, there are a few changes that the brand can implement further. It was shown that longevity in delivering expected customer services is higher in Starbucks which can easily dominate them to leave their outlets. It can be resisted if Starbucks will recruit HR managers across its stores for hiring skilled staff or retain the existing staff to manage the crowd. In order to gain more meaningful insights, Starbucks can adhere to the 4 features of serviceability. Starbucks must bring tangibility in its services where customers can hear the services.

It can be possible if Starbucks plays videos of customers’ reviews and satisfaction in their outlets which can influence customers to share the same thoughts positively. They can also bring perishability by allowing customers to have the coffee drinks the next day after they visit the store. It will increase the scope for customers to revisit Starbucks stores consecutively whereas the newly appointed staff will get a chance to greet them for meeting their performance objectives.

Theoretical Concepts and Data Sources

References

Alshare, F., 2020. Jordanian consumers satisfaction with electrical appliances after-sale services. Management Science Letters, 10(9), pp.1939-1946.

Chen, H., Liu, S. and Oderanti, F., 2020. A knowledge network and mobilisation framework for lean supply chain decisions in agri-food industry. In Supply chain and logistics management: Concepts, methodologies, tools, and applications (pp. 369-381). IGI Global.

Evripidou, M., Merkouris, A., Charalambous, A., Karanikola, M., Zavrou, R. and Papastavrou, E., 2021. Missed Nursing Care Among Patients With Dementia During Hospitalization: An Observation Study. Research in Gerontological Nursing, 14(3), pp.150-159.

Foxandfeather.co.uk, 2022. About Us – Fox + Feather. [online] Foxandfeather.co.uk. Available at: <https://www.foxandfeather.co.uk/pages/about-us> [Accessed 8 January 2022].

Hadiyati, E., 2016. Study of marketing mix and AIDA model to purchasing on line product in Indonesia. British Journal of Marketing Studies, 4(7), pp.49-62.

Hashem, T.N., 2018. The Flower of Service Concept and Its Influence on the Customer Satisfaction: Case Study of Jordanian Private Hospitals Sector. International Journal of Business and Management, 13(2), pp.122-137.

Kumar, V. and Hundal, B.S., 2019. Evaluating the service quality of solar product companies using SERVQUAL model. International Journal of Energy Sector Management.

Lakshmi, M.J., Sravanthi, M.C. and Vidapu, M.V., (2020). Improve Map Reduce Frame Work in Big Data with Hadoop File System (HDFS).

Leong, W.D., Teng, S.Y., How, B.S., Ngan, S.L., Lam, H.L., Tan, C.P. and Ponnambalam, S.G., 2019. Adaptive analytical approach to lean and green operations. Journal of Cleaner Production, 235, pp.190-209.

Mallik, A. and Farhan, S.N., 2018. Customer Centric Approach Using 7ps of Marketing Mix. International Journal of Innovative Knowledge Concepts, 6(11), pp.136-149.

Mucz, D. and Gareau-Brennan, C., 2019. Evaluating Customer Experience through Customer Journey Mapping and Service Blueprinting at Edmonton Public Library: An Exploratory Study. Partnership: The Canadian Journal of Library and Information Practice and Research, 14(1).

Muditomo, A. and Wahyudi, I., 2020. Conceptual model for sme digital transformation during the covid-19 pandemic time in indonesia: R-digital transformation model. BASKARA: Journal of Business and Entrepreneurship, 3(1), pp.13-23.

Papadeli.co.uk, 2022. Catering – Papadeli from picnics to feasts and weddings. [online] Papadeli. Available at: <https://www.papadeli.co.uk/private-party-catering/> [Accessed 8 January 2022].

Qutoshi, S.B., 2018. Phenomenology: A philosophy and method of inquiry. Journal of Education and Educational Development, 5(1).

Rachmawati, D., Shukri, S., Azam, S. and Khatibi, A., 2019. Factors influencing customers’ purchase decision of residential property in Selangor, Malaysia. Management Science Letters, 9(9), pp.1341-1348.

Starbucks.co.uk, 2022. About Us | Starbucks. [online] Starbucks.co.uk. Available at: <https://www.starbucks.co.uk/about-us> [Accessed 8 January 2022].

Su, J. and Chang, A., 2018. Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management.

Tesco.com, 2022. Tesco groceries help and FAQs. [online] Tesco.com. Available at: <https://www.tesco.com/help/groceries-faq/#:~:text=We%20aim%20to%20deliver%20from,of%20you%20placing%20an%20order.> [Accessed 8 January 2022].

Thebritishblanketcompany.com, 2022. About. [online] The British Blanket Company. Available at: <https://thebritishblanketcompany.com/pages/about> [Accessed 8 January 2022].

Tien, N.H., Diem, P.T., Vu, N.T., Dung, H.T., Dat, N.V. and Duc, P.M., 2021. The process of CRM system implementation at Dien May Xanh in Vietnam. International journal multidisciplinary research and growth evaluation, 2(4), pp.761-768.

Wirtz, J., Holmqvist, J. and Fritze, M.P., 2020. Luxury services. Journal of Service Management.

Wu, W.Y., Qomariyah, A., Sa, N.T.T. and Liao, Y., 2018. The integration between service value and service recovery in the hospitality industry: An application of QFD and ANP. International Journal of Hospitality Management, 75, pp.48-57.

Yu, H., Seo, I. and Choi, J., 2019. A study of critical factors affecting adoption of self-customisation service–focused on value-based adoption model. Total Quality Management & Business Excellence, 30(sup1), pp.S98-S113.

Yuan, Y., Liu, G., Dang, R., Lau, S.S.Y. and Qu, G., 2021. Architectural design and consumer experience: an investigation of shopping malls throughout the design process. Asia Pacific Journal of Marketing and Logistics.

Yuliantoro, N., Goeltom, V., Juliana, I.B., Pramono, R. and Purwanto, A., 2019. Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), pp.1-11.

Order an Essay Now & Get These Features For Free:

Turnitin Report

Formatting

Title Page

Citation

Outline

Place an Order