This research study explores customers' underlying standards of business strategy within the context of coffee shops. It investigates leveraging customer feedback to improve the products, services, and overall customer experience. Specifically, the paper identified the occurrence of prominent themes and patterns from consumers' outlooks and developed a strategical framework reflecting contemporary business strategies. The study employed a qualitative research design, occupying a content analysis approach. The research is centred on the local coffee shop and was selected based on its significant upswing in sales performance. The corpora of the study were creatively collected from customers who made purchases at the selected coffee shop, while the researchers used Miles and Huberman's (2013) steps in the analysis. The results revealed comments and suggestions as the two main themes reflected in the consumers' outlook, while patterns were classified in terms of price sensitivity, taste preferences, product quality, ambiance and cleanliness, space and overcrowding, and taste balance. This study provided invaluable recommendations not alone for coffee shop owners, managers, and consumers but also for students, educators, and stakeholders in the business field. These insights offered actionable strategies to enhance customer satisfaction and brand loyalty. Furthermore, the study's implications extend beyond the coffee shop context, contributing to the broader understanding of consumer behaviour, and effective marketing strategies.
consumer outlook, business strategy, feedback, comment, and suggestion
This paper is presented in 3rd International Research Competitions 2023
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Cite this article:
Medrano, A.M., Magnaye, M.M., Sanggalang, T.S., Magnaye, J.S. & Sotomayor, C.R. (2023). Identifying common themes in customer feedback: A content analysis on the outlook of consumers towards coffee shops in Sta. Catalina Sur. The Research Probe, 3(2), 74-84. https://doi.org/10.53378/trp.12232
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