University of Technology Sydney
A Customer Satisfaction Survey of
Starbucks
24720 Applied Marketing Research – Spring 2022
Group member:
Name
Student number
Naixin Jiang
13652971
Tianxiao Yang
24596835
Haofei Hu
14194993
Tonghui Li
14332631
Jialing Li
24649093
2022-9-21
A Customer Satisfaction Survey of Starbucks
Hi everyone!
We are a group of postgraduate students from UTS, and we want to investigate about your
opinions towards Starbucks. This is a non-commercial survey and will only take a few minutes to
complete. The entire survey is anonymous. Your opinions are the most valuable resources for us,
and we greatly appreciate your contributions.
Thanks for your effort to illustrate an integral picture of Starbucks consumer satisfaction!
Let us begin~
1) Have you been to Starbucks before?
• Yes → Go to question 2
• No (Thanks for your time)
2) How often have you visited Starbucks? (Please choose the correct answer below)
• Few times during a week
• Once a week
• Once a month
• Once a year
• Rarely
3) Hong long do you spend at Starbucks stores? (Please choose the correct answer below)
• 0-30 min.
• 1-2 h.
• 3-4 h.
• Longer
4) What is your most purchased product in Starbucks (Please fill in the blank)?
______________
5) Now I am interested in your opinion on quality of coffee served at Starbucks. Pick a number
from the scale to show how much you agree or disagree with each statement and write it in
the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Starbucks always serves very high-quality coffee.
_______
• Whenever I go to Starbucks, I find the quality of coffee is extremely high.
_______
• I am always impressed by how high the quality of coffee at Starbucks is.
_______
6) Now I am interested in your opinion on variety of drinks sold by Starbucks. Pick a number
from the scale to show how much you agree or disagree with each statement and write it in
the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• I always find there are large variety of drinks I can choose from at Starbucks.
_____
• Starbucks always provide a lot of drink options.
_____
• In my opinion, Starbucks serves a very large variety of drinks.
_____
7) Now I am interested in your opinion on the price of products sold at Starbucks. Pick a
number from the scale to show how much you agree or disagree with each statement and
write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• I always consider the price of product of Starbucks to be very low.
_____
• The price charged by Starbucks is very inexpensive.
_____
• Whenever I order coffee from Starbucks, I am impressed by how low their
prices are.
_____
8) Now I am interested in your opinion on politeness of the serving staff at Starbucks. Pick a
number from the scale to show how much you agree or disagree with each statement and
write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Starbucks’ serving staff are always polite to me.
_____
• I never experienced staff in Starbucks being unfriendly to me.
_____
• In my opinion, serving staff in Starbucks are highly polite.
_____
9) Now I am interested in your opinion on the speed of serving staff at Starbucks. Pick a
number from the scale to show how much you agree or disagree with each statement and
write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Serving staff in Starbucks can always respond to me in a very short time.
_____
• In my opinion, the speed of responding by serving staff in Starbucks is
extremely quick.
_____
• Whenever I go to Starbucks, the serving staffs never make me wait.
_____
10) Now I am interested in your opinion on the speed of serving the drinks and meals in
Starbucks. Pick a number from the scale to show how much you agree or disagree with each
statement and write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
Strongly
7 Agree
• In my opinion, the waiting time for drinks and meals in Starbucks is extremely _____
short.
• I never need to wait for a long time to get my drinks/meals.
_____
• After ordering, I can always get my drinks/meals in a very short time.
_____
11) Now I am interested in your opinion on attractiveness of being able to recharge your device
at Starbucks (i.e., you can recharge your phone, laptop, etc.). Pick a number from the scale
to show how much you agree or disagree with each statement and write it in the space at the
side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Whenever I go to Starbucks, I find recharging my device in Starbucks is
extremely attractive.
_____
• The ability to recharge my device at Starbucks is very appealing.
_____
• The fact that my devices could be charged in Starbucks is highly attractive.
_____
12) Now I am interested in your opinion on attractiveness of having Free Wi-Fi at Starbucks.
Pick a number from the scale to show how much you agree or disagree with each statement
and write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Whenever I go to Starbucks, the free Wi-Fi provided at Starbucks is
very attractive.
_____
• I really appreciate the fact that Starbucks has free Wi-Fi.
_____
• The fact of free Wi-Fi in Starbucks sounds extremely attractive for me.
_____
13) Now I am interested in your opinion on cleanliness of the dining area. Pick a number from
the scale to show how much you agree or disagree with each statement and write it in the
space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Whenever I visit Starbucks, I find the dining area to be extremely clean.
_____
• I can always enjoy a quite clean dining area in Starbucks.
_____
• Starbucks always provides highly clean environment in the dining area.
_____
14) Now I am interested in your opinion on the ease of access to Starbucks via public transport.
Pick a number from the scale to show how much you agree or disagree with each statement
and write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Whenever I want to visit Starbucks, public transport is always
the easiest option.
_____
• Accessing Starbucks via public transport is extremely convenient.
_____
• I find that the location of Starbucks is extremely easy to access by public
transport.
_____
15) Now I am interested in your opinion on the ease of finding parking around the Starbucks.
Pick a number from the scale to show how much you agree or disagree with each statement
and write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• There are a lot of convenient parking places nearby Starbucks.
_____
• When I visit Starbucks, it is extremely convenient for me to find a place
to park my car.
_____
• Whenever I go to Starbucks, I never worried about finding a parking space.
_____
16) Now I am interested in your opinion on comfort of seats in Starbucks. Pick a number from
the scale to show how much you agree or disagree with each statement and write it in the
space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• The comfort level of Starbucks’ seats is extremely high.
_____
• I feel extremely comfortable with the seating in Starbucks.
_____
• In my opinion, Starbucks provides very cosy seats.
_____
17) Now I am interested in your opinion on quality of seasonal drinks sold by Starbucks. Pick
a number from the scale to show how much you agree or disagree with each statement and
write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• In my opinion, Starbucks always provides high-quality seasonal drinks.
_____
• I am extremely excited how high the quality of Starbucks’ seasonal drinks is.
_____
• Whenever I go to Starbucks, I always find the quality of seasonal drinks is
extremely high.
_____
18) Now I am interested in your opinion on attractiveness of Starbucks using recyclable
packaging. Pick a number from the scale to show how much you agree or disagree with each
statement and write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• I really like the fact that Starbucks uses recyclable packaging.
_____
• Starbucks always uses packaging which is highly recyclable.
_____
• I appreciate the fact that Starbucks uses recyclable packaging.
_____
19) Now I am interested in your opinion on the consistency of coffee sold by Starbucks (e.g.,
Starbucks’ cappuccino/expresso/latte taste the same even though it purchased in
different stores in Australia). Pick a number from the scale to show how much you agree
or disagree with each statement and write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• I find that Starbucks’ coffee is extremely consistent in every shop
around Australia.
_____
• Starbucks’ coffee always keeps a high consistency in every store in Australia.
_____
• When I go to different Starbucks shops in Australia, I always find that
the coffee sold in Starbucks tastes the same.
_____
20) Now I am interested in your opinion on the ease of order coffee through Starbucks’ website.
Pick a number from the scale to show how much you agree or disagree with each statement
and write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• In my opinion, online ordering at Starbucks is very easy.
_____
• Whenever I want to drink Starbucks’ coffee, I find it extremely easy to order
via their website.
_____
• I always find it easy to order through online website of Starbucks.
_____
21) Now I am interested in your opinion on the seat availability in Starbucks stores. Pick a
number from the scale to show how much you agree or disagree with each statement and
write it in the space at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Whenever I go to Starbucks, I always find there are enough seats.
_____
• I never have to worry about finding a seat in Starbucks.
_____
• I can definitely find a seat when I visit a Starbucks store.
_____
.
22) Now I am interested in your opinion on the ability of adjusting coffee taste (e.g., you can
ask the serving staff to make your coffee bitter/without ice/sweeter). Pick a number from the
scale to show how much you agree or disagree with each statement and write it in the space
at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• Starbucks will certainly adjust the taste of coffee when I ask about it.
_____
• I can always adjust taste of my coffee as I like.
_____
• I extremely like the fact that Starbucks can adjust the taste of my coffee
when I want.
_____
23) Now I am interested in your overall satisfaction with Starbucks. Pick a number from the
scale to show how much you agree or disagree with each statement and write it in the space
at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• I always feel satisfied when I go to Starbucks.
_____
• Whenever I go for coffee, Starbucks satisfies my needs perfectly.
_____
• Starbucks always bring me satisfying experience.
_____
24) Now I am interested in your intention to re-visit Starbucks. Pick a number from the scale
to show how much you agree or disagree with each statement and write it in the space at the
side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• I will definitely go to Starbucks again.
_____
• When I want to drink coffee, I’m certainly to go to Starbucks again.
_____
• In the future, I will definitely re-visit Starbucks.
_____
25) Now I am interested in your intention to recommend Starbucks. Pick a number from the
scale to show how much you agree or disagree with each statement and write it in the space
at the side.
Scale
Strongly
Disagree
1
2
3
4
5
6
7
Strongly
Agree
• I will definitely recommend Starbucks to my friends and families.
_____
• When someone wants to drink coffee, I will certainly recommend
Starbucks.
_____
• I always recommend Starbucks when someone talks about coffee shops.
_____
General Demographic Questions
26) Now we are interested in your age. Please choose the correct option below.
• 15-30 years old
• 30-45 years old
• 45+
• Prefer not to answer
27) Now we are interested in your gender. Please choose the correct option below.
• Female
• Male
• Prefer not to answer
28) Now we are interested in your income. Please choose the correct option below.
• Less than $20,000
• $20,001 to $50,000
• $50,001 to $80,000
• $80,001 to $100,000
• Over $100,001
29) Now we are interested in your occupation. Please indicate your occupation in the blank space
below.
_____________
30) Now we are interested in your Suburb of Residence. Please indicate the place of your
residence in the blank space below.
• New South Wales
• Victoria
• Queensland
• South Australia
• Western Australia
• Tasmania
• Northern Territory
• Australian Capital Territory
Thanks so much for your participation!