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Essay / Research Paper Abstract
This 6 page paper designs a questionnaire of a coffee shop owner who wants to survey his customers in order to assess what services and products they want/need and assess how the coffee shop can improve. The way that the questionnaire is designed is discussed and the value of each question explained. The bibliography cites 10 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEquestcoffee.doc
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Unformatted sample text from the term paper:
improve their offerings. Kotler and Keller (2008) argue that it is only when customer expectation are exceeded that there is likely to be the creation of repeat purchases supported by
loyalty in a customer base. The second consideration is to look not at what is expected or desired by customers, but how the firm is meeting those needs in the
products or services offered (Hayes, 1997 p7). The use of a survey questionnaire will facilitate the assessment of both of these elements, allowing for a gap analysis to be performed,
assessing where the firm wants to be and the gap which exists between the goal and their current achievement. The development of a survey that can be applied the
existing customers to the Java coffee shop will take the approach of a self competed questionnaire, research has indicated that respondents are more likely to give honest answers especially where
the answers given may be perceived as negative (Breunig and McKibbin, 2011, p912). It is also important that the respondents are assured that their questionnaire responses will be anonymous; again,
this is likely to result in more honest answers (Smith et al, 1986, p457). The questionnaire will start with a brief explanation, giving the reason for the survey; to
assess the product and services needs of the customers visiting Java Coffee. The survey will start with some easy questions to increase confidence of the respondent; they are also likely
to display increasing commitment as they answer the first couple of easy questions, which will help to increase the chances that the entire survey will be completed (Curwin and Slater,
2003, p45). The first question will be 1. How often do you visit Java Coffee on average (tick one box only) ? 7 times a week or more ?
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