A comparative study on level of job satisfaction between the

employees working at Starbucks and Cafe Coffee Day.

Objectives of the study:
1. To analyze the present level of job satisfaction of employees at Starbucks and Café
Coffee Day
2. To understand the various motivating factors leading to an enhancement in the level of
job satisfaction amongst the employees
3. To study how job satisfaction can impact an employee’s productivity.
4. To find out which retail outlet has higher level of employee job satisfaction.
Need of the study:
1. As the importance of work-life balance is gradually increasing, the evaluation of level of
employee's job satisfaction has become an utmost priority.
 Introduction

The word ‘retail’ comes from the French word ‘retailer’ which refers to ‘cutting off, clip
and divide. Any organization selling to final consumers whether it is a manufacturer,
wholesaler or retailer-is doing retailing. A retailer gives product the value creating
functions like assorting of products and services to the end consumer, breaking of bulk,
holding inventory and providing services to end consumers, manufacturers and
wholesalers. The retailing concept is very necessary for a customer oriented, company-
wide approach to develop and implement a marketing strategy. It gives guidelines which
should be agreed upon and followed by all the retailers irrespective of the size of their
outlet, channel design, and mode of selling. The retail industry in India has grown to be
one of the most flexible, dynamic and fast growing industries because of the introduction
of several new entrants entering in India. Retail sector is responsible for 10% of country’s
GDP and 8% of the employment. India is the world’s fifth largest favorite global
destination in the retail space. Retailing in India, refers to trading activities practiced by
licensed retailers. Licensed retailers are the ones who are registered for sales tax, income
tax, etc. these include the publicly traded super-markets, corporate backed hypermarkets
and even retail chains and also the privately owned large retail businesses.

On the other hand, unorganized retailing includes units whose activity is not regulated by
any statue or legal provision, and/or those, which do not maintain regular accounts. In the
situation of retail sector, it can be said that it includes those types of trade which are
divison of products and services ranging from fruits, vegetables and shoe repair. These
type of products or services may be sold off or given to a fixed number of people or
mobile location and the amount of people who are given employment could be between
10- 20 people. Thus, the old form of low-cost retailing, for instance the neighborhood
baniya, the local area kirana shop, provision stores, flea (Thadi) markets, hand cart and
pavement vendors, the vegetable, fruit vendor, Mom and Pop Stores, local sabji mandi,
weekly haats, general readymade garment shop or a footwear shop, general electronic
shop etc. the, the paanwala, the cobbler, etc. would be named as the unorganized sector.

The evolution of retailing in India can be studied back from the introduction of Kirana
stores and mom-and-pop stores. These stores used to cater to the local people. After a
point the government started supporting the rural retail and many other franchise outlets
came up with the support of Khadi & Village Industries Commission. The country started
to open up in the 1980s which resulted in the change of retailing. The list of companies
who came up with the idea of retail chains were in textile sector, for instance, Bombay
Dyeing, S Kumar's, Raymond’s, etc. Later Titan came up with retail outlets in the
organized retail sector. With the passage of time new entrants moved on from
manufacturing to pure retailing. The idea of retail as entertainment was introduced to
India in the form of Shopping malls. Shopping malls came up in the urban areas which
gave the masses a world-class experience. After sometime hypermarkets and
supermarkets emerged.
The total idea of shopping from a retail outlet has undergone a huge change in terms of
format and consumer buying pattern, which has revolutionized the concept of ‘shopping’
in India. Modern retailing has entered the the Retail market in India and is witnessed in
the form of shopping centers, multi-stored malls and the big complexes that offer the
services like shopping, entertainment and food all under one single roof.

A large amount of young working population with age of around 24 years, nuclear
families in urban side areas, along with the ever increasing working women population
and upcoming opportunities in the service sector are going to be the important factors
resulting in the growth of the organized Retail sector in India. The growth format in the
organized retailing and in the consumption sector created by the people of India will
witness an increasing graph which will help the new businessmen to gain entry in the
India Retail Industry.

In India the massive middle class and its hardly tapped retail industry are the major
attractive factors for global retail giants desperately wanting to engage in the new
markets, which will help the India Retail Industry to progress faster. The future of the
India Retail Industry looks bright with the growing of the retail market and with the new
government policies which are becoming more favorable and even the upcoming
technologies facilitating operations will help the retail sector to prosper. The buying
behavior of Indian consumers is increasing and brand companies in categories like
Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery, are gradually
becoming lifestyle products that are hugely accepted by the Indian consumer. Indian
retailers need to take advantage of this situation and aim to prosper, expand and introduce
new forms that have to concentrate more on the brand building process. The emphasis
here is on retail as a brand rather than retailers selling brands. The aim should be to brand
the retail business itself. In order to face tough competition from the competitors, Indian
retailers must understand the importance of developing their own outlets as brands to
regain their marketing position, to achieve quality and also value for money.
Starbucks Corporation is an American coffee company and coffee house chain. Starbucks
was founded in Seattle, Washington in 1971. Currently it operates in more than 23,000
locations worldwide. Starbucks nowadays uses automated espresso machines for
efficiency and safety reasons. Back then, the company was a single store in Seattle’s
historic Pike Place Market. From just a narrow storefront, Starbucks offered some of the
world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick,
evoked the romance of the high seas and the seafaring tradition of the early coffee
traders.

In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) first
walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into
Starbucks and joined a year later. A year later, in 1983, Howard travelled to Italy and
became captivated by Italian coffee bars and the romance of the coffee experience. He
had a vision to bring the Italian coffeehouse tradition back to the United States. A place
for conversation and a sense of community. A third place between work and home. He
left Starbucks for a short period of time to start his own Il Giornale coffeehouses and
returned in August 1987 to purchase Starbucks with the help of local investors.
From the beginning, Starbucks set out to be a different kind of company. One that not
only celebrated coffee and the rich tradition, but that also brought a feeling of connection.

TATA Starbucks Private Limited, formerly known as Tata Starbucks Limited, is a 50:50
joint venture company, owned by Tata Global Beverages and Starbucks
Corporation, which owns and operates Starbucks outlets in India. The outlets are
branded Starbucks "A Tata Alliance". In January 2011, Starbucks Corporation and Tata
Coffee announced plans to begin opening Starbucks locations in India. Despite a false
start in 2007, in January 2012 Starbucks finally announced a 50:50 joint venture
with Tata Global Beverages, called Tata Starbucks Ltd., which would own and operate
outlets branded "Starbucks, A Tata Alliance". Starbucks had previously attempted to
enter the Indian market in 2007. Starbucks did not cite any reason for the withdrawal.
On 19 October 2012, Starbucks opened its first store in India, measuring 4500 sq ft in
Elphinstone Building, Horniman Circle, and Mumbai. Starbucks opened its first roasting
and packaging plant to supply its Indian outlets in Coorg, Karnataka in 2013.
Starbucks expanded its presence to Delhi on 24 January 2013 by opening 2 outlets at
Terminal III of the Indira Gandhi International Airport, and later one in Connaught
Place. Tata Global Beverages announced in 2013 that they would have 50 locations by
the end of the year, with an investment of ₹4 billion (US$63 million). However, the
company would open its 50th store in India only on 8 July 2014.
The third city of India to get a Starbucks outlet was Pune, where the company opened an
outlet at Koregaon Park, on 8 September 2013.
Café Coffee Day (abbreviated as CCD) is an Indian café chain owned by Coffee Day
Global Limited, a subsidiary of Coffee Day Enterprises Limited. Cafe Coffee Day Global
limited Company is a Chikkamagaluru based business which grows coffee in its own
estates of 12, 000 acres. It is the largest producer of Arabica beans in Asia exporting to
various countries including USA, Europe and Japan. Café Coffee Day was started as a
retail restaurant in 1996. The first CCD outlet was set up on July 11, 1996, at Brigade
Road, Bengaluru, and Karnataka. It rapidly expanded across various cities in India adding
more stores with more than 1000 cafés open across the nation by 2011.
In 2010, it was announced that a consortium led by Kohlberg Kravis Roberts would
invest ₹10 billion (US$160 million) in Coffee Day Resorts, owned by the company. The
same year, the logo was changed to the current logo, which the company stated was to
showcase the chain as a place to talk. This was done with major changes in the layout of
the stores, including the addition of lounges and a total revamp of the interiors. The
company is known for being vertical integrated to cut costs: from owning the
plantations, growing the coffee, making the coffee machines to making the furniture for
the outlets. India was restricted to the intellectual, the South Indian traditionalist and the
five
Star coffee shop visitor. As the pure (as opposed to instant coffee) coffee café
Culture in neighboring international markets grew, the need for a relaxed and fun
“Hangout” for the emerging urban youth in the country was clearly seen.
Recognizing the potential that lay ahead on the horizon, Café Coffee Day embarked on a
dynamic journey to become a large organized retail café chain with a distinct brand
identity of its own. Café Coffee Day is a part of India's largest coffee conglomerate,
Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), the first to roll out the
‘coffee bar’ concept in India with its first café in Bangalore. It’s a Rs. 750 crore, ISO
9002 certified company. Coffee Day has a rich and abundant source of coffee. This
coffee goes all over the world to clients across the USA, Europe and Japan, making us
one of the top coffee exporters in the country. We all know that Café Coffee Day is one
of the most popular hangout places. The coffee joint is very famous among youngsters.
Coffee is one of the favorite beverages and has become more appealing because of its
variety. Café Coffee Day’s menu ranges from signature hot and cold coffees to several
exotic international coffees, tea, food, desserts and pastries. In addition, exciting
merchandise such as coffee powders, cookies, mugs, coffee filters, etc. is available at the
cafés. It was in the golden soil of Chikmagalur that a traditional family owned a few acres
of coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee
Trading Company Limited, popularly known as Coffee Day was formed.
 Review Of Literature

Starbucks is Pleasing Employees and Pouring Profits

DATE: October 3, 2003
AUTHOR: Maryann Hammers
ABSTRACT- There’s something comforting and classy about Starbucks. It’s not just the
amazing ambience and blues tunes flowing through the air or the likelihood of running into a
friend or neighbor. It’s more the way the employees greet customers , perhaps offering a sample
of new dishes, or remembering a customer’s preference for nonfat soy latte with extra foam.
Starbucks serves 25 million drinks a week at nearly 7,000 locations worldwide. The Seattle-
based coffee empire was among the top 10 on Fortune’s most recent “America’s Most Admired
Companies” list. The magazine also rated it the most admired food-services company in 2001
and 2002. Since Starbucks began with a single store in 1971, its overriding philosophy has been
this: “Leave no one behind.” With that in mind, new employees get 24 hours of in-store training,
steeping themselves in information about coffee and how to meet, greet and serve customers.
Full health-care benefits (medical, dental, vision and alternative services) are offered to all
employees, including part-timers who work at least 240 hours per calendar quarter. The EAP is
available to all employees. Employees share in the company’s growth via “Bean Stock” (stock
options) of up to 14 percent of their gross pay, and a stock-investment plan allows them to buy
shares of Starbucks common stock at a discount (85 percent of fair market value) through payroll
deductions. Providing a great work environment and treating employees with respect is number
one on Starbucks’ six-point mission statement. The list also includes a commitment to diversity;
excellence in purchasing, roasting and delivering coffee; keeping customers satisfied;
contributing to communities and the environment; and, of course, achieving profitability.
REMARKS- Starbucks is known to be one of the most sophisticated coffee shop across the
globe. Along with the sophistication comes a great working environment which results in an
increase of level of job satisfaction amongst the employees. According to this article Starbucks
has an 82% of job satisfaction which is really good compared to other retail outlets. The turnover
rate of the company is lesser than the other fast food outlets. As Starbucks has a huge brand
value there are many people willing to work for Starbucks and there are two major reasons for
that which is 'the opportunity to work with an enthusiastic team' and 'to work in a place where
the employee/employer will feel valued'. According to this article Starbucks takes its mission
statement very seriously. Unlike other companies, Starbucks uses its mission statement as a
support and guiding principle which helps the company to take the right decisions. Maintaining
decorum and peace at a small level is easier but maintaining the same level of discipline where
thousands of employees work for you is the real challenge.

http://www.workforce.com/2003/10/03/starbucks-is-pleasing-employees-
and-pouring-profits/
 Exploring The Effect Of Internal Communication On Retail Employee Job
Satisfaction
DATE: August 25, 2014
AUTHOR: Eva Pang
ABSTRACT- As Starbucks grew from a small business into a large multinational organization,
they adapted their internal communications strategy to ensure effective and efficient
communication with thousands of partners worldwide. Success or failure in this regard can
positively or negatively impact job satisfaction for retail store employees both at Starbucks, as
well as any other similar retail organizations. Job satisfaction is a key factor in cultivating and
maintaining retail store employees who will excel in representing and achieving company goals.
This research project attempts to go beyond the mere linkage of whether internal
communications affects retail store employee job satisfaction, and delves into the particular
aspects of internal communications that affect job satisfaction. Through interviews, this study
explored the perceived influence that internal communications has on employee job satisfaction.
This study found that, although there are improvements to be made on internal communications
in retail stores, they appeared to have little influence on employees’ overall job satisfaction.
Communication, which is the act of sending, receiving and analyzing information, is an
important aspect of daily life. Whether we realize it or not, we communicate to others each and
every day via multiple pathways. In any interactions we have with others, we find a means to
communicate in order to relate to one another, to build relationships, or to further ourselves both
personally and professionally. Much communication occurs within organizations, which
influence the daily lives of many people. Some work for an organization, belong to social
organizations, while others are consumers of organizations such as retail stores or brands.

REMARKS- according to this article the researcher was an employee who had worked for
Starbucks. while working for the company he noticed that there was an issue with the internal
communication of the employees which led to confusion and delay in work when small problems
occurred. the researcher was given daily tasks to perform but only regarding his own job. he was
not given any training on how to perform job of others incase of their absence. there were many
times where the employees came to know about launch of any new product from the customers
rather than knowing it from their supervisors. this came off as turn off to the researcher as
Starbucks being a big brand did not concentrate of the importance of internal communication and
how it is directly related to job satisfaction and productivity of an employee. Without
organizational communication, organizations would not be able to function, as it is the means by
which they connect and inform their employees. Much of the current literature on organizational
communication has found that communication is key to more productive, motivated, and
satisfied employees, ultimately leading to increased success for the organization. Employees
should therefore be viewed as important and valued assets of any organization; ultimately as the
frontline face of retail organizations, they serve as the ambassadors for the products.

https://era.library.ualberta.ca/files/n296wz986/Pang.pdf
 What Makes It So Great? An Analysis of Human Resources Practices among
Fortune ’s Best Companies to Work for
AUTHOR: Timothy R. Hinkin , J. Bruce Tracey
DATE: 5-2010
ABSTRACT- Although few hospitality organizations are listed in the annual survey of Fortune
magazine’s one hundred best companies to work for, an analysis of companies with similar
operating challenges provides clear direction for hospitality and service companies’ human
resource practices. This study examined twenty-one companies, including one food-service firm
(Starbucks) and three hotel chains (Four Seasons, Kimpton, and Marriott). The remainder of the
companies analyzed were grocery and health care organizations, both of which share human
resources issues with the hospitality industry, such as long operating hours, relatively high
turnover, and relatively low pay. The innovative human resources practices isolated in this
analysis were a culture that emphasizes the value of people, scheduling flexibility, creative
staffing practices, people-oriented training programs, transparent and well-aligned performance
management policies, and compensation policies that reflect the organization’s values and link
pay to performance. The 2009 top ten includes a stock brokerage, a consulting firm, an
investment bank, a hospital, four technology firms, and two grocery companies and also one
food and beverage company, Starbucks (ranked seventh). Not only were these companies
recognized as great to work for, they are also industry leaders in financial performance and have
received a variety of other awards.
REMARKS- customers are the key factors for success of any organization. How a company or a
brand treats not only their customers but also takes care and looks after the development of their
employees says a lot about their future and how will they excel in it. in this research paper the
researcher has tried to study the top 10 fortune companies and what it takes to make them so
great. the researchers conducted a benchmarking assessment for the purpose of seeing what
could be learnt from these companies that might be applicable to the hospitality industry. three
basic forms of benchmarking: internal, competitive, and generic. Starbucks was one of the
companies that offered options or benefits to its employees like compressed workweek which
means allowing employees to compress their workweek by working long shifts on fewer days
per week, typically four 10-hour days or three 12-hour days. The idea behind the compressed
workweek is that it cuts down on commuting time and gives employees more personal time.
Starbucks also offers flexitime. it includes an almost unlimited number of scheduling
arrangements, all designed to suit an individual’s schedule while still completing the necessary
tasks. starbucks also includes it's managers and peers in rigorous selection procedures and the
idea behind this is brilliant that all level of employees should have the right to voice out their
opinion regarding the selection of a person as they are only going to work with them.
https://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?referer=https://scholar.google.co.in/&http
sredir=1&article=1215&context=articles
 Starbucks: Delivering Customer Service
DATE: July 10, 2006
AUTHOR: Youngme Moon, John Quelch
ABSTRACT- The story of how Howard Schultz managed to transform a commodity into an
upscale cultural phenomenon has become the stuff of legends. In 1971, three coffee fanatics—
Gerald Baldwin, Gordon Bowker, and Ziev Siegl—opened a small coffee shop in Seattle’s Pike
Place Market. The shop specialized in selling whole arabica beans to a niche market of coffee
purists. In 1982, Schultz joined the Starbucks marketing team; shortly thereafter, he traveled to
Italy, where he became fascinated with Milan’s coffee culture, in particular, the role the
neighborhood espresso bars played in Italians’ everyday social lives. Upon his return, the
inspired Schultz convinced the company to set up an espresso bar in the corner of its only
downtown Seattle shop. In 1982, Schultz joined the Starbucks marketing team; shortly
thereafter, he traveled to Italy, where he became fascinated with Milan’s coffee culture, in
particular, the role the neighborhood espresso bars played in Italians’ everyday social lives.
Upon his return, the inspired Schultz convinced the company to set up an espresso bar in the
corner of its only downtown Seattle shop. As Schultz explained, the bar became the prototype for
his long-term vision: The idea was to create a chain of coffeehouses that would become
America’s “third place.” At the time, most Americans had two places in their lives—home and
work. But I believed that people needed another place, a place where they could go to relax and
enjoy others, or just be by themselves. I envisioned a place that would be separate from home or
work, a place that would mean different things to different people.
REMARKS- Starbucks employees were named as 'partners'. the company provided employment
to almost 60k people. the company gave many facilities to its employees from health and safety
benefits to giving stock options. the company treated its employees as partners so that they feel
valued and work harder to achieve their targets. it had also made entry in the fortune magazine
and was ranked 47th as the best place to work at. this attitude of company towards its employee
results in higher employee satisfaction which results in giving best service to customers.
according to this article, Starbucks is known for having a customer-friendly environment like
writing name of the customer on the cups and calling out their name when the order is ready are
few techniques used to interact with customers. Starbucks has the most lowest turnover rate
which highly indicates that the work culture is splendid in the company. When a partner was
hired to work in Starbucks he or she had to undergo two types of training. The first type focused
on “hard skills” such as learning how to use the cash register and learning how to mix drinks.
Most Starbucks beverages were handcrafted, and to ensure product quality, there was a pre-
specified process associated with each drink.
https://s3.amazonaws.com/academia.edu.documents/44207169/C_Starbucks_Delivering_Cust.pd
f?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1519563153&Signature=NeI80
MVQPkzsNVUAPWwt7RV2wBY%3D&response-content-
disposition=inline%3B%20filename%3DStarbucks_Deliverin
 Measuring the Benefits of Employee Engagement
AUTHOR: V. Kumar, Anita Pansari
DATE: 2015
ABSTRACT: It’s well known that employees attitudes toward the organization have a significant
effect on how they approach their jobs and how they treat customers. But recent research also
suggests that high levels of employee engagement are associated with higher rates of profitability
growth. Over the years, the media and academia have paid close attention to various customer-
driven strategies — aimed at improving measures such as customer satisfaction, customer loyalty
and company profits. However, in recent years, the focus has changed. Although the ability to
deliver a good product or service to customers who want it and are willing to pay for it is still
seen as the key ingredient to success, there is a growing interest in understanding the impact of
employees on the bottom line. That some companies are choosing to invest in better-trained and
more service-oriented workforces should be no surprise. With increasing competition,
technological advances and globalization, many companies, especially those selling services,
have come to realize that employee expenditures are more than a cost: Employees are the face of
the business and sources of innovation and organizational knowledge. They interact with
customers at every touch point and create lasting brand impressions. Competing through service
is only possible when the organization treats its employees as a valuable resource. Although
employee engagement is widely seen as an important construct, there has been no consensus on
its definition or the components of employee engagement either in business or in the academic
literature. In this article it has been defined the concept of employee engagement, describe a
scale for measuring it and present strategies for maximizing it. Based on the findings from an
extensive review of marketing literature and open-ended interviews with managers about their
existing employee strategies, the researchers have developed a comprehensive scorecard to
measure employee engagement in organizations. the companies have been categorized as being
“disengaged” to “highly engaged.”
REMARKS- various companies are carrying out employee engagement activities lately in order
to retain the best employees within the company. employee engagement is a workplace approach
resulting in the right conditions for all members of an organization to give of their best each day,
committed to their organization's goals and values, motivated to contribute to organizational
success, with an enhanced sense of their own well-being. Well-known service-focused
companies, including Whole Foods Market, Starbucks, Marriott International and Southwest
Airlines, have long invested in initiatives focused on maintaining a holistic framework of making
both their customers and their employees happy. Howard Schultz, the CEO of Starbucks, said
these wise words that its actually the employees who are the true ambassadors of a brand, the
real merchants of romance and theater, and as such the primary catalysts for delighting
customers. so it's very important for any company to engage its employees as it's always going to
be fruitful in years to come.
http://ilp.mit.edu/media/news_articles/smr/2015/56404.pdf
 Modeling Employee Engagement In Relation To Csr Practices And Employee
Satisfaction
AUTHORS: VINEREAN Simona , CETINĂ Iuliana , DUMITRESCU Luigi ,
ȚICHINDELEAN Mihai.
DATE: 2013
ABSTRACT- Nowadays, companies are becoming more and more interested in internal
marketing tactics in order to ensure a lower turnover rate, employee engagement and satisfaction.
Also, giving the pressure global companies are experiencing from their stakeholders in getting
involved in corporate social responsibility practices, they are considering sustainable initiatives
to engage their employees and cater to their stakeholders’ demands. Many international
companies have an agenda of sustainability and corporate social responsibility, but have yet to
overcome many challenges regarding the creation of staff engagement in the successful
implementation of these techniques. Strategic internal marketing has the potential for to become
a strategy of employee valorization, in the long term profit maximization perspective, while the
company's image can be enhanced and the sustainable practices can be the subject of viral
marketing, with positive effect in the short term. This paper is based on the premise that internal
marketing is an important tool in activities that have employee engagement as an important goal
to achieve within any company, in general, and especially in a green company.
REMARKS- CSR i.e Corporate Social Responsibility is an important aspect of any
organization. every company needs to conduct CSR activities and take active part in the well-
being of the society as a whole. to understand how employee engagement is directly related yo
CSR practices and employee satisfaction the researcher of this research has collected data from
professional social media sites, LinkedIn. A brief description of the survey and a URL address
was posted as messages for employees (and personal connections) of ten multinational
companies, namely Facebook, Google, Procter & Gamble, Unilever, General Electric,
Amazon.com, Best Buy, The Coca – Cola Corporation, Microsoft, and Starbucks. From this
survey we can conclude that there is a stronger connect between employee satisfaction and
employee engagement than between corporate social responsibility tactics pursued by different
companies and employee engagement. Through this research the researcher provided valuable
insights from employees of ten of the biggest companies in the world, ranging from online
companies to beauty products companies. The study of this research shows that the employees
who work for ten of the biggest multinational corporations, tend to exhibit higher levels of
engagement at work when their satisfaction is more prominent, over CSR practices probably as
they feel these initiatives are dictated by their companies. Therefore, this study shows that
employee satisfaction is a more important factor in driving employee engagement, than corporate
social responsibility activities.

http://economice.ulbsibiu.ro/revista.economica/archive/65102vinerean&cetina&du
mitrescu&tichindelean.pdf
 Organizational Citizenship Behavior And Employee Performance: A Moderating
Effect Of Work Status In Restaurant Employees
AUTHORS: Seonghee Cho, M. Johanson
DATE: August 30, 2016

ABSTRACT- As the number of part-time employees continually increases in the United States,
it is critical to know how employment status affects employees’ attitudes and behaviors for
organizational success as the employee plays the key role in the delivery of quality guest service
and customer retention. The main goal of this study was to investigate the moderating effect of
work status on the relationship between organizational and supervisor support, organizational
commitment, citizen behaviors, and employee performance. Nearly 300 employees working in
the restaurant industry were asked to participate in this study. Structural equation modeling was
conducted to examine the four hypotheses proposed to investigate the objectives. The results
indicate that there are stronger effects on employees’ commitment and organizational
commitment on citizenship behaviors among part-time employees than full-time workers. This
finding implies that part-time employees should not be treated as perishable workers.
REMARKS- in this research, the researcher has studied the part-time employees. it has been
witnessed that the part time employees tend to easily quit their jobs as they don't feel motivated
or feel undervalued as compared to the full-time workers. this study aims at showing whether the
full-time or part-time employees, who have more or higher level of job satisfaction. A self-
administered questionnaire was distributed to 308 entry-level employees from 13 midscale to
upscale restaurants representing four companies in the southeast region of the United States.
Only those who had worked for the organization for at least 1 month were invited to participate
in this study. Employment status. The U.S. Department of Labor considers an employee working
less than 35 hours per week a part-time employee. However, some organizations for e.g.,
Starbucks consider employees working more than 30 hours per week full-time and provide them
with full benefits. Therefore, in this study, employees were asked to indicate if they were
working on a part-time or full-time schedule. in this study it was found that The results provide
evidence that Organizational support affects part-time employees’ commitment to their
organization more strongly than fulltime employees’ commitment.

https://www.researchgate.net/profile/Seonghee_Cho/publication/240282864_Organizational_Citi
zenship_Behavior_and_Employee_Performance_A_Moderating_Effect_of_Work_Status_in_Res
taurant_Employees/links/57c5c9f908ae424fb2cf815d/Organizational-Citizenship-Behavi
 Modeling Employee Satisfaction In Relation To CSR Practices And Attraction
And Retention Of Top Talent
AUTHORS: Simona VINEREAN , Iuliana CETINA , Luigi DUMITRESCU
DATE: 2013
ABSTRACT- In today’s economy, companies must work harder than ever to attract, retain and
motivate talented employees in order to foster employee satisfaction, and in order to do so, CSR
practices can provide a strategic tool. A green company no longer denotes solely the promotion
of green products or reduction of energy consumption, as it has to incorporate proactive and
innovative means of tracking sustainability while involving employees in such corporate
behavior. This paper highlights an empirical study of responses from 10 multinational companies
regarding their corporate social responsibility initiatives as a way to attract and retain good
employees, while providing an appropriate environment for employee satisfaction, by
constructing a structural equation model meant to expand HR literature and provide direct
implications for organizations. Corporations that operate at a global level face a number of issues
related to sustainability: volatility, price and availability of resources, consumer requirements,
the emergence of new markets and the evaporation of ancient ones, changes in financial
operations, economic uncertainty, pressure from interest groups governments and communities,
effects of attracting and retaining the best employees.
REMARKS- in this study the researcher aims at linking CSR practices of an organization with
the attraction and retention of top level talent. the data for this research was gathered through
LinkedIn and through conducting a survey of employees working for fortune 500 companies like
Starbucks, Facebook, Google, Procter & Gamble, Unilever, General Electric, Amazon.com,
Best Buy, The Coca – Cola Corporation and Microsoft. Through this research proves that there is
growing evidence that a company’s corporate social responsibility activities comprise a
legitimate, compelling and increasingly important way to attract and retain good employees.
Corporate social responsibility is an especially complex strategic endeavor. It is clear that it now
calls for considerably more attention and commitment from business leaders if it is to produce
tangible results in terms of improved employee attraction, motivation and retention. CSR takes
into account the manner in which a company manages its economic, social, and environmental
relationships and the methods it uses to engage with its shareholders because these relationships
have a powerful impact on the company’s long-term success. Nowadays, companies need to use
every possible source of advantage they can develop in order to succeed in a highly competitive
business environment. In this respect, companies can use CSR as a strategic tool to improve the
image for external stakeholders, and engage internal customers.
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 Coffee Experience And Drivers Of Satisfaction, Loyalty In A Coffee Outletwith
Special Reference To “Café Coffee Day
AUTHOR: A.S Sathish, Ramakrishnan Venkatesakumar
DATE: 2011
ABSTRACT- The needs of an individual have changed drastically and the efforts to attain the
need fulfillers can be traced to the ancient times of human origin. Customers always look
forward to having a new and different experience when they walk into a store and once they fail
to get so, disappointment takes over. Today, what people really desire are not products, but
satisfying experiences. Experiences are attained through series of activities. The need of human
interface is obvious in any service settings. Across the globe, researchers are employing their
best efforts in understanding the expectations of customers from the retail outlets, and the levels
of satisfaction among the shoppers. The present study has developed a conceptual framework for
Customer Experience Management (CEM) and an instrument to measure CEM. The instrument
has been tested in the context of customer’s coffee experience at Café Coffee Day (CCD). PLS
Method is used to test a model on Customer Experience in a popular coffee outlet. The findings
include services offered by staffs and quality of products offered play higher importance in
creating customer’s coffee experience than other variables.
REMARKS- The purpose of this study is to explore the various aspects of Customer’s Coffee
Experience as these aspects indicate directly on the favorableness or un-favorableness of the
minds of customers, which become very important in the services encounters of this nature. The
other purpose of this study was to develop a scale that measures the dimensions of Customer’s
Coffee Experience in sufficient detail, which, with some modifications could be used in a wide
variety of service settings. The study results contributed the various components to be considered
for the ‘customer’s coffee experience’ in a branded coffee chain store context and validated the
scale items, and developed measurement instrument for customer’s coffee experience, which
may be highly useful for future researches in this direction. Café Coffee Day has made a lot of
efforts in all the aspects and it is well received by the customers, thereby creating a memorable
coffee experience among the customers. Café Coffee Day has created good information support
system inside the cafe areas by providing promotional materials like danglers, and proper
information about their products / promotions in their website and ensures that it properly serves
the purpose of the customers. therefore it is proved that the quality of service provided in any
retail outlet especially in food joints can decide that company's future. in this study it's also
shown how CCD aims at improving the customer service and it can only happen when the
employees working are satisfied and happy with the work culture.
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5c81e6799da8%40pdc-v-sessmgr01