Factors affecting customer satisfaction in Starbucks coffee shops : a study on potential customers in Turku, Finland

Abstract

Starbucks is a widely recognized international coffee franchise that has established a notable market share in Finland. The Finnish market presents a unique context due to its cultural preferences, customer expectations, and competitive landscape. Conducting an analysis of the factors that impact potential customers’ satisfaction and loyalty in a Starbucks franchise coffee shop located in Finland can yield significant findings for improving the customer experience and fostering enduring customer loyalty.

The purpose of this thesis was to examine factors affecting customer satisfaction in Starbucks coffee shops with a study on potential customers in Turku, Finland. The study found that if the coffee shop's management wants to increase customer satisfaction and loyalty, it should first have an understanding of these factors. The research looked into things such as appropriate treatment of employees, reasonable price of products, etc. Finally, this thesis presented suggestions for targeted management and practical recommendations based on empirical findings with a study on potential customers for a Starbucks branch in the city of Turku.