Improving the Marketing Strategies of the Gloria Jeans Coffee Shop - Term Paper Example

Report analysis Purpose of the research Gloria Jeans Coffee is a company that is located in Australia and it is specifically a coffee company that is mainly concerned with ensuring that it provides franchise systems in addition to high quality coffee. The company was started in 1979 in USA and it was as a result of Ed Kvetko and Gloria coming together to open a coffee outlet in Chicago. However, other outlets were later opened all over USA. Nevertheless, after sixteen years of its establishment, bought the company after testing the business with his close associate and the company was later established in Australia. The Australia market proven to be the fastest growing market for the company and in 2004, the new owners went back to USA and bought both the roasting and international branding rights for other countries located outside USA. As early as 2009, the company had transformed into an international affiliate company and currently thee are 102 coffee houses spread in 24 states. Additionally, the company has opened a number of branches all over the world and won the hearts of those who love coffee. The purpose of this study is to examine the services offered by the Gloria jeans coffee shop with an aim of identifying whether they meet the requirements of the customers in addition to whether customers are satisfied with services provided by Gloria Jean Coffee shop. Reliability Analysis Reliability is the repeatability or consistency of measurement. Hence an instrument, scale or an item is considered to be reliable if the results it gives are the same as those of other subjects if the experiment is conducted in a similar condition. Even though there are different methods of estimating the reliability, the commonly used method is the Cronbach’s alpha. Moreover, the most convenient method for estimating the internal consistency is through the use of Cronbach’s. Additionally, there are two versions of this particular method for testing reliability. These are: the standardized and the raw Cronbach’s alpha. Nevertheless, the raw Cronbach makes use of the item correlation while the standardized methods make use of item covariance. Hence this particular research will apply the standardized version of the Cronbach’s alpha Reliability analysis of Q4: case processing summary The data was entered into the SPPS program and the following data was obtained. Reliability Scale: Qn4 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 1 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .681 .694 3 Table 2 Item Statistics Mean Std. Deviation N the speed of service in Gloria Jeans is always quick 4.1300 1.17770 100 whenever I am at Gloria jeans I am served promptly 4.1700 1.21485 100 I have to wait for a long time before I am served at Gloria jeans 3.8100 1.39041 100 Table 3 Inter-Item Correlation Matrix the speed of service in Gloria jeans is always quick whenever I am at Gloria Jeans I am served promptly I have to wait for a long time before I am served at Gloria jeans the speed of service in Gloria jeans is always quick 1.000 .669 .274 whenever I am at Gloria Jeans I am served promptly .669 1.000 .348 i have to wait for a long time before I am served at Gloria jeans .274 .348 1.000 Table 4 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 4.037 3.810 4.170 .360 1.094 .039 3 Item Variances 1.599 1.387 1.933 .546 1.394 .086 3 Inter-Item Correlations .431 .274 .669 .395 2.440 .035 3 Table 5 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted the speed of service in Gloria jeans is always quick 7.9800 4.585 .558 .450 .513 whenever I am at Gloria jeans I am served promptly 7.9400 4.219 .619 .477 .426 I have to wait for a long time before I am served at Gloria jeans 8.3000 4.778 .341 .124 .802 Table 6 Scale Statistics Mean Variance Std. Deviation N of Items 12.1100 8.786 2.96408 3 Reliability Scale: Qn5 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 1 represents that all of the 100 respondents answered the questions; therefore all the cases are valid. Furthermore the tables indicate three items discussed pertaining to the services provided by Gloria Jeans Coffee shop. Table 2 is a representation of three items using Cronbach’ alpha coefficient an aspect that indicates that the first two items represented in the table has a high degree of internal consistency. This means that under this particular study i.e. Gloria jeans coffee shop being the best coffee shop, the services being of high quality and variety of food being offered indicates that the obtained measurements are not influenced by random measurements error in any manner. Table 3: this particular table indicates the descriptive statistics that were obtained as a result of this particular study. The mean of the first and the second item both stands at 3 an element that indicates that there was a neutral response from all the 100 respondents. The third items indicate an element of ‘disagree’. This is indicated by the presence of small deviation. Table 4 shows that the descriptive information pertaining to every item concerning correlation that sums all the other items. Hence three items are correlated as a result. The table further indicates that the inter-item correlations are not only high but also positive. Table 5 is one of the essential tables in this particular report due to the fact that it forms the basis of deciding which item is to be deleted. The fourth column is a representation of the correlation of every item in addition to the sum of all the scores for the items. Table 7 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .732 .727 3 Table 8 Item Statistics Mean Std. Deviation N the serving staff member are always polite at Gloria jeans 4.4400 1.09471 100 I have always been responded rudely at Gloria jeans 3.8000 1.39986 100 sometimes the serving staff members at Gloria Jeans are rude 3.8400 1.30825 100 Table 9 Inter-Item Correlation Matrix the serving staff member are always polite at Gloria jeans i have always been responded rudely at Gloria jeans sometimes the serving staff members at Gloria Jeans are rude the serving staff member are always polite at Gloria jeans 1.000 .388 .374 I have always been responded rudely at Gloria jeans .388 1.000 .650 sometimes the serving staff members at Gloria Jeans are rude .374 .650 1.000 Table 10 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 4.027 3.800 4.440 .640 1.168 .129 3 Item Variances 1.623 1.198 1.960 .761 1.635 .151 3 Inter-Item Correlations .470 .374 .650 .276 1.737 .019 3 Table 11 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted the serving staff member are always polite at Gloria jeans 7.6400 6.051 .420 .176 .787 I have always been responded rudely at Gloria jeans 8.2800 3.981 .639 .446 .538 sometimes the serving staff members at Gloria Jeans are rude 8.2400 4.346 .633 .440 .547 Table 7 is a representation that all the respondents answered the questions asked. However, table 8 is a representation of the Cronbach’s alpha coefficient value for all the three items used for the purpose of analysis. It is also an indication that the items have a relatively high internal consistency. This indicates that the studying the company’s services is essential for any individual who wants to take part in marketing of coffee products or providing services that are similar to those provided by Gloria Jeans Coffee Shop. In line with the present standard industry the same can be measured by ensuring that the items are not impacted by random measurement error. . Table 9 is the descriptive statistics of all the three items used in this particular study. Based on the means of all the three items, it is evident that the average response from all the 100 participants is ‘agree’ and not ‘disagree’. Table 10 is an exhibition of the correlation matrix that exist between all the items in addition to other remaining items. Moreover, all the inter-item correlations are not only positive but also high. Table 11 represents the item-total statistics while Table 8 further suggests that there is no need to drop any item from the scale. Table 12 represents the combined summary statistics of all the three items used in the reliability analysis. Table 12 Scale Statistics Mean Variance Std. Deviation N of Items 12.0800 9.509 3.08362 3 Reliability Scale: Qn6 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 13 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .743 .746 3 Table 14 Item Statistics Mean Std. Deviation N the price of the coffee at Gloria Jeans is rightly priced 4.3300 1.11060 100 i always have to pay a high price for coffee at Gloria Jeans 4.0000 1.27920 100 Gloria Jeans coffee in cheap 3.6100 1.15378 100 Table 15 Inter-Item Correlation Matrix the price of the coffee at Gloria Jeans is rightly priced i always have to pay a high price for coffee at Gloria Jeans Gloria Jeans coffee in cheap the price of the coffee at Gloria Jeans is rightly priced 1.000 .476 .527 I always have to pay a high price for coffee at Gloria Jeans .476 1.000 .479 Gloria Jeans coffee in cheap .527 .479 1.000 Table 16 Table 13 is representation that all the respondents answered all the questions while table 14 is a representation of the negative value of Cronbach’s alpha coefficient which stands at -743 and this particular aspect violates the assumption of the reliability in addition to pointing out that some of the items were not coded correctly. However, Table 15 and 16 respectively overcomes this problem, therefore, we rescale the items of Q6 (b) and the following output is obtained: Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.980 3.610 4.330 .720 1.199 .130 3 Item Variances 1.400 1.233 1.636 .403 1.327 .044 3 Inter-Item Correlations .494 .476 .527 .051 1.107 .001 3 Table 17 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted the price of the coffee at Gloria Jeans is rightly priced 7.6100 4.382 .582 .343 .645 I always have to pay a high price for coffee at Gloria Jeans 7.9400 3.916 .547 .299 .690 Gloria Jeans coffee in cheap 8.3300 4.223 .583 .345 .641 Table 18 Scale Statistics Mean Variance Std. Deviation N of Items 11.9400 8.320 2.88437 3 Reliability Scale: Qn7 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 19 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .544 .563 3 Table 20 Item Statistics Mean Std. Deviation N there is a large variety of coffee to choose from at Gloria Jeans 4.2800 .98555 100 there is not enough variety of coffee to chose from at Gloria Jeans 3.4800 1.20168 100 the variety of coffee at Gloria Jeans is good 4.3100 1.17804 100 Table 21 Inter-Item Correlation Matrix There is a large variety of coffee to choose from at Gloria Jeans there is not enough variety of coffee to chose from at Gloria Jeans the variety of coffee at Gloria Jeans is good there is a large variety of coffee to choose from at Gloria Jeans 1.000 .116 .655 there is not enough variety of coffee to chose from at Gloria Jeans .116 1.000 .129 the variety of coffee at Gloria Jeans is good .655 .129 1.000 Table 22 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 4.023 3.480 4.310 .830 1.239 .222 3 Item Variances 1.268 .971 1.444 .473 1.487 .067 3 Inter-Item Correlations .300 .116 .655 .540 5.666 .076 3 Table 23 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted there is a large variety of coffee to choose from at Gloria Jeans 7.7900 3.198 .509 .430 .229 there is not enough variety of coffee to chose from at Gloria Jeans 8.5900 3.881 .135 .018 .784 the variety of coffee at Gloria Jeans is good 7.7600 2.689 .489 .432 .204 Table 24 Scale Statistics Mean Variance Std. Deviation N of Items 12.0700 5.965 2.44228 3 Reliability Scale: Qn8 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 25 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .298 .305 3 Table 26 Table 21 represents that all of the 100 respondents answered the questions. Table 22 represents the Cronbach’s alpha coefficient value for the three items suggesting that the items have relatively high internal consistency. This means that all the under study items staff at Gloria Jeans Coffee shop are courteous”, “and services at the shop are fast and customers do not have to wait for long before they are served hence measure the same thing and are not highly influenced by random measurement error. Table 23 shows the descriptive statistics of all the three items. Table 24 exhibits the correlation matrix between all the items and the sum of the reaming items. All the inter-item correlations are high and positive. Table 25 represents the item-total statistics while Table 26 represents the combined summary statistics of all the three items used in the reliability analysis. Item Statistics Mean Std. Deviation N i always get served a good quality of coffee at Gloria Jeans 4.5200 1.20168 100 the quality of coffee at Gloria Jeans is not good 3.4000 1.25529 100 the quality of coffee that i receive at Gloria Jeans is very good 4.3800 1.25352 100 Table 27 Inter-Item Correlation Matrix I always get served a good quality of coffee at Gloria Jeans the quality of coffee at Gloria Jeans is not good the quality of coffee that I receive at Gloria Jeans is very good I always get served a good quality of coffee at Gloria Jeans 1.000 -.119 .625 the quality of coffee at Gloria Jeans is not good -.119 1.000 -.123 the quality of coffee that i receive at Gloria Jeans is very good .625 -.123 1.000 Table 28 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 4.100 3.400 4.520 1.120 1.329 .372 3 Item Variances 1.530 1.444 1.576 .132 1.091 .006 3 Inter-Item Correlations .128 -.123 .625 .748 -5.073 .149 3 Table 29 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted I always get served a good quality of coffee at Gloria Jeans 7.7800 2.759 .382 .393 -.281(a) the quality of coffee at Gloria Jeans is not good 8.9000 4.899 -.135 .018 .769 the quality of coffee that I receive at Gloria Jeans is very good 7.9200 2.660 .366 .393 -.270(a) a The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings. Table 30 Scale Statistics Mean Variance Std. Deviation N of Items 12.3000 5.727 2.39317 3 Reliability Scale: Qn9 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 31 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .574 .573 3 Table 32 Item Statistics Mean Std. Deviation N the price of food at Gloria Jeans is rightly priced 4.1100 .94168 100 I always have to pay a high price for food at Gloria Jeans 3.6900 .88415 100 Gloria Jeans food is cheap 3.7400 1.06950 100 Table 33 Table 33 represents that all of the 100 respondents answered the questions. Table 34 represents the Cronbach’s alpha coefficient value for the three items further suggesting that the items have relatively high internal consistency. This means that all the under study items are related to the fact that Gloria jean coffee shop is one of the best coffee shop and measure the same thing and are not highly influenced by random measurement error. Table 35 shows the descriptive statistics of all the three items. An aspect that indicates that on the average response lies between “somewhat agree” and “agree” with acceptable small standard deviations. Table 36 exhibits the correlation matrix between all the items and the sum of the reaming items. All the inter-item correlations are high and positive. Table 37 represents the item-total statistics while Table 38 represents the combined summary statistics of all the three items used in the reliability analysis. Inter-Item Correlation Matrix the price of food at Gloria Jeans is rightly priced i always have to pay a high price for food at Gloria Jeans Gloria Jeans food is cheap the price of food at Gloria Jeans is rightly priced 1.000 .260 .390 I always have to pay a high price for food at Gloria Jeans .260 1.000 .277 Gloria Jeans food is cheap .390 .277 1.000 Table 34 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.847 3.690 4.110 .420 1.114 .053 3 Item Variances .937 .782 1.144 .362 1.463 .035 3 Inter-Item Correlations .309 .260 .390 .130 1.500 .004 3 Table 35 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted the price of food at Gloria Jeans is rightly priced 7.4300 2.450 .413 .177 .428 I always have to pay a high price for food at Gloria Jeans 7.8500 2.816 .322 .104 .558 Gloria Jeans food is cheap 7.8000 2.101 .422 .185 .412 Table 36 Scale Statistics Mean Variance Std. Deviation N of Items 11.5400 4.554 2.13400 3 Reliability Scale: Qn10 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 37 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .598 .623 3 Table 38 Item Statistics Mean Std. Deviation N there is a large variety of food to choose from at Gloria Jeans 4.2500 .95743 100 there is not enough variety of food to chose from at Gloria Jeans 3.5000 1.16775 100 the variety of food at Gloria Jeans is good 4.1100 .99387 100 Table 39 Inter-Item Correlation Matrix there is a large variety of food to choose from at Gloria Jeans there is not enough variety of food to chose from at Gloria Jeans the variety of food at Gloria Jeans is good there is a large variety of food to choose from at Gloria Jeans 1.000 .158 .703 there is not enough variety of food to chose from at Gloria Jeans .158 1.000 .205 the variety of food at Gloria Jeans is good .703 .205 1.000 Table 40 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.953 3.500 4.250 .750 1.214 .159 3 Item Variances 1.089 .917 1.364 .447 1.488 .058 3 Inter-Item Correlations .355 .158 .703 .545 4.448 .073 3 Table 41 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted there is a large variety of food to choose from at Gloria Jeans 7.6100 2.826 .526 .495 .336 there is not enough variety of food to chose from at Gloria Jeans 8.3600 3.243 .197 .042 .825 the variety of food at Gloria Jeans is good 7.7500 2.634 .562 .504 .268 Table 42 Scale Statistics Mean Variance Std. Deviation N of Items 11.8600 5.435 2.33125 3 Reliability Scale: Qn11 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 43 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .518 .526 3 Table 44 Table 39 represents that all of the 100 respondents answered the questions. Table 40 represents the Cronbach’s alpha coefficient value for the three giving a suggestion that the items have relatively high internal consistency.  Table 41 shows the descriptive statistics of all the three items while Table 42 displays the correlation matrix between all the items and the sum of the reaming items. All the inter-item correlations are high and positive. Table 43 represents the item-total statistics while Table 44 represents the combined summary statistics of all the three items used in the reliability analysis. Item Statistics Mean Std. Deviation N I always get served good quality of food at Gloria jeans 4.2100 1.10367 100 the quality of good at Gloria jeans is not good 3.3300 1.15518 100 the quality of food that I receive at Gloria jeans is very good 4.0500 1.08595 100 Table 45 Inter-Item Correlation Matrix I always get served good quality of food at Gloria jeans the quality of good at Gloria jeans is not good the quality of food that I receive at Gloria jeans is very good I always get served good quality of food at Gloria jeans 1.000 .040 .598 the quality of good at Gloria jeans is not good .040 1.000 .172 the quality of food that i receive at Gloria jeans is very good .598 .172 1.000 Table 46 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.863 3.330 4.210 .880 1.264 .220 3 Item Variances 1.244 1.179 1.334 .155 1.132 .007 3 Inter-Item Correlations .270 .040 .598 .558 14.886 .068 3 Table 47 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted I always get served good quilt of food at Gloria jeans 7.3800 2.945 .405 .362 .293 the quality of good at Gloria jeans is not good 8.2600 3.831 .118 .036 .748 the quality of food that I receive at Gloria jeans is very good 7.5400 2.655 .527 .379 .077 Table 48 Scale Statistics Mean Variance Std. Deviation N of Items 11.5900 5.699 2.38723 3 Reliability Scale: Qn12 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 49 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .517 .512 3 Table 50 Table 45 represents that all of the 100 respondents answered the questions. Table 46 represents the Cronbach’s alpha coefficient value for the three items thus giving a suggestion that the items have relatively high internal consistency. This means that all the under study measure the same thing and are not highly influenced by random measurement error. Table 47 shows the descriptive statistics of all the three items. The means of the first, second and third items indicates that on the average response lies between “somewhat agree” and “agree” with acceptable small standard deviations. Table 48 displays the correlation matrix between all the items and the sum of the reaming items. All the inter-item correlations are high and positive. Table 49 represents the item-total statistics while Table 50 represents the combined summary statistics of all the three items used in the reliability analysis. Item Statistics Mean Std. Deviation N the accuracy of the order at Gloria jeans is always correct 4.0900 1.13791 100 the order always gets stuffed up at Gloria jeans 3.7100 1.20851 100 at Gloria jeans the accuracy of my order was sometimes incorrect 3.7500 1.12254 100 Table 51 Inter-Item Correlation Matrix the accuracy of the order at Gloria jeans is always correct the order always gets stuffed up at Gloria jeans at Gloria jeans the accuracy of my order was sometimes incorrect the accuracy of the order at Gloria jeans is always correct 1.000 .394 .049 the order always gets stuffed up at Gloria jeans .394 1.000 .333 at Gloria jeans the accuracy of my order was sometimes incorrect .049 .333 1.000 Table 52 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.850 3.710 4.090 .380 1.102 .044 3 Item Variances 1.338 1.260 1.461 .200 1.159 .011 3 Inter-Item Correlations .259 .049 .394 .344 7.967 .027 3 Table 53 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted the accuracy of the order at Gloria jeans is always correct 7.4600 3.625 .279 .163 .499 the order always gets stuffed up at Gloria jeans 7.8400 2.681 .502 .254 .094 at Gloria jeans the accuracy of my order was sometimes incorrect 7.8000 3.838 .234 .119 .564 Table 54 Scale Statistics Mean Variance Std. Deviation N of Items 11.5500 6.129 2.47564 3 Reliability Scale: Qn13 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 55 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .493 .535 3 Table 56 Item Statistics Mean Std. Deviation N l like the type of music played at Gloria jeans 4.1300 1.05078 100 the type of music played at Gloria jeans is always very good 3.8700 1.03138 100 I dislike the type of music played at Gloria jeans 3.4300 1.32005 100 Table 57 Inter-Item Correlation Matrix l like the type of music played at Gloria jeans the type of music played at Gloria jeans is always very good I dislike the type of music played at Gloria jeans l like the type of music played at Gloria jeans 1.000 .640 .127 the type of music plied at Gloria jeans is always very good .640 1.000 .064 I dislike the type of music played at Gloria jeans .127 .064 1.000 Table 58 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.810 3.430 4.130 .700 1.204 .125 3 Item Variances 1.303 1.064 1.743 .679 1.638 .145 3 Inter-Item Correlations .277 .064 .640 .576 10.046 .080 3 Table 59 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted l like the type of music played at Gloria jeans 7.3000 2.980 .479 .417 .116 the type of music played at Gloria jeans is always very good 7.5600 3.198 .423 .410 .220 I dislike the type of music played at Gloria jeans 8.0000 3.556 .106 .017 .781 Table 60 Table 50 represents that all of the 100 respondents answered the questions. Table 46 represents the Cronbach’s alpha coefficient value for the three items thus giving a suggestion that the items have relatively high internal consistency. This means that all the under study measure the same thing and are not highly influenced by random measurement error. Table 51 shows the descriptive statistics of all the three items. The means of the first, second and third items indicates that on the average response lies between “somewhat agree” and “agree” with acceptable small standard deviations. Table 52 displays the correlation matrix between all the items and the sum of the reaming items. All the inter-item correlations are high and positive. Table 53 represents the item-total statistics while Table 50 represents the combined summary statistics of all the three items used in the reliability analysis. Scale Statistics Mean Variance Std. Deviation N of Items 11.4300 5.823 2.41316 3 Reliability Scale: Qn14 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 61 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .323 .476 3 Table 62 Item Statistics Mean Std. Deviation N I like the seating arrangements at Gloria jeans 4.1900 .99184 100 the seating arrangements are comfortable at Gloria jeans 4.1700 3.22883 100 I dislike the seating arrangements at Gloria jeans 3.3400 1.16532 100 Table 63 Inter-Item Correlation Matrix I like the seating arrangements at Gloria jeans the seating arrangements are comfortable at Gloria jeans I dislike the seating arrangements at Gloria jeans I like the seating arrangements at Gloria jeans 1.000 .185 .293 the seating arrangements are comfortable at Gloria jeans .185 1.000 .218 I dislike the seating arrangements at Gloria jeans .293 .218 1.000 Table 64 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.900 3.340 4.190 .850 1.254 .235 3 Item Variances 4.256 .984 10.425 9.442 10.598 28.584 3 Inter-Item Correlations .232 .185 .293 .108 1.581 .002 3 Table 65 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted I like the seating arrangements at Gloria jeans 7.5100 13.424 .257 .101 .244 the seating arrangements are comfortable at Gloria jeans 7.5300 3.019 .252 .064 .449 I dislike the seating arrangements at Gloria jeans 8.3600 12.596 .280 .114 .189 Table 66 Scale Statistics Mean Variance Std. Deviation N of Items 11.7000 16.273 4.03395 3 Reliability Scale: Qn15 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 67 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .686 .690 3 Table 68 Item Statistics Mean Std. Deviation N Gloria jeans is conveniently located 4.1400 1.03494 100 the store of Gloria jeans is located near public transport 3.7200 1.03553 100 Gloria jeans is inconveniently located 3.1900 1.09816 100 Table 69 Inter-Item Correlation Matrix Gloria jeans is conveniently located the store of Gloria jeans is located near public transport Gloria jeans is inconveniently located Gloria jeans is conveniently located 1.000 .668 .252 the store of Gloria jeans is located near public transport .668 1.000 .358 Gloria jeans is inconveniently located .252 .358 1.000 Table 70 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.683 3.190 4.140 .950 1.298 .227 3 Item Variances 1.116 1.071 1.206 .135 1.126 .006 3 Inter-Item Correlations .426 .252 .668 .417 2.654 .037 3 Table 71 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted Gloria jeans is conveniently located 6.9100 3.093 .551 .447 .527 the store of Gloria jeans is located near public transport 7.3300 2.850 .643 .485 .402 Gloria jeans is inconveniently located 7.8600 3.576 .334 .129 .801 Table 72 Scale Statistics Mean Variance Std. Deviation N of Items 11.0500 6.169 2.48379 3 Reliability Scale: Qn16 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 73 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .699 .726 4 Table 74 Item Statistics Mean Std. Deviation N in future I will definitely visit Gloria jeans 4.2400 1.27224 100 whenever I would like to have coffee or food I would visit Gloria jeans 3.9400 .96211 100 if I want to relax I would go to Gloria jeans 3.8100 1.11641 100 I would not like to visit Gloria jeans again 3.3200 1.31717 100 Table 75 Inter-Item Correlation Matrix in future I will definitely visit Gloria jeans whenever I would like to have coffee or food I would visit Gloria jeans if I want to relax I would go to Gloria jeans I would not like to visit Gloria jeans again in future I will definitely visit Gloria jeans 1.000 .664 .608 -.028 whenever I would like to have coffee or food I would visit Gloria jeans .664 1.000 .591 .183 if I want to relax I would go to Gloria jeans .608 .591 1.000 .371 I would not like to visit Gloria jeans again -.028 .183 .371 1.000 Table 76 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.828 3.320 4.240 .920 1.277 .147 4 Item Variances 1.381 .926 1.735 .809 1.874 .136 4 Inter-Item Correlations .398 -.028 .664 .692 -23.531 .069 4 Table 77 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted In future I will definitely visit Gloria jeans 11.0700 6.732 .494 .578 .630 whenever I would like to have coffee or food I would visit Gloria Jeans 11.3700 7.326 .645 .506 .558 if I want to relax I would go to Gloria Jeans 11.5000 6.273 .732 .544 .477 I would not like to visit Gloria Jeans again 11.9900 8.414 .191 .255 .824 Table 78 Scale Statistics Mean Variance Std. Deviation N of Items 15.3100 11.610 3.40735 4 Reliability Scale: Qn17 Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Table 79 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .763 .779 4 Table 80 Item Statistics Mean Std. Deviation N Gloria jeans is one of the best coffee shop I have visited 4.3800 1.25352 100 I am satisfied with buying coffee or food at Gloria Jeans 4.1900 1.05117 100 when I want to relax Gloria Jeans Coffee shop is exactly what I need 3.9600 1.13636 100 Gloria Jeans is not one of the best coffee shops I have visited 3.4800 1.32939 100 Table 81 Inter-Item Correlation Matrix Gloria jeans is one of the best coffee shop i have visited I am satisfied with buying coffee or food at Gloria jeans when I want to relax Gloria jeans coffee shop is exactly what I need Gloria jeans is not one of the best coffee shops I have visited Gloria Jeans is one of the best coffee shop I have visited 1.000 .658 .727 .138 I am satisfied with buying coffee or food at Gloria Jeans .658 1.000 .691 .245 when I want to relax Gloria Jeans Coffee shop is exactly what I need .727 .691 1.000 .354 Gloria Jeans is not one of the best coffee shops I have visited .138 .245 .354 1.000 Table 82 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 4.003 3.480 4.380 .900 1.259 .151 4 Item Variances 1.434 1.105 1.767 .662 1.599 .086 4 Inter-Item Correlations .469 .138 .727 .589 5.270 .059 4 Table 83 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted Gloria Jeans is one of the best coffee shop I have visited 11.6300 7.569 .618 .591 .675 I am satisfied with buying coffee or food at Gloria Jeans 11.8200 8.230 .675 .531 .656 when I want to relax Gloria Jeans Coffee shop is exactly what I need 12.0500 7.321 .779 .649 .590 Gloria Jeans is not one of the best coffee shops I have visited 12.5300 9.423 .271 .159 .868 Using the Cronbach’s alpha, table 83 indicates that there is reliability in the obtained data. Using total item statistics it is evident that Gloria Jean Coffee Shop is one of the best coffee shop preferred by most customers a n aspect that makes it to compete effectively with other organizations providing the same. This is indicated by total statistics on the items standing at 11.6300. Table 84 Scale Statistics Mean Variance Std. Deviation N of Items 16.0100 13.404 3.66114 4 Scale: ALL VARIABLES Case Processing Summary N % Cases Valid 100 100.0 Excluded(a) 0 .0 Total 100 100.0 a Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .101 .123 7 Item Statistics Mean Std. Deviation N how often do you go Gloria jeans 5.8900 1.34761 100 how much do you spend 6.0400 1.33273 100 what is your age 1.7300 .61718 100 what is your gender 1.5200 .50212 100 what is your income 1.8500 .67232 100 what is your occupation 1.6500 .65713 100 where do you live 2.6000 1.04447 100 Inter-Item Correlation Matrix how often do you go Gloria jeans how much do you spend what is your age what is your gender what is your income what is your occupation where do you live how often do you go Gloria Jeans 1.000 .340 .134 .041 -.141 -.021 -.146 how much do you spend .340 1.000 -.024 -.031 -.106 -.076 -.155 what is your age .134 -.024 1.000 -.096 .145 .138 .019 what is your gender .041 -.031 -.096 1.000 -.036 .006 -.042 what is your income -.141 -.106 .145 -.036 1.000 .292 .043 what is your occupation -.021 -.076 .138 .006 .292 1.000 .132 where do you live -.146 -.155 .019 -.042 .043 .132 1.000 Summary Item Statistics Mean Minimum Maximum Range Maximum / Minimum Variance N of Items Item Means 3.040 1.520 6.040 4.520 3.974 4.115 7 Item Variances .886 .252 1.816 1.564 7.203 .458 7 Inter-Item Correlations .020 -.155 .340 .495 -2.189 .018 7 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted how often do you go Gloria jeans 15.3900 4.180 .144 .165 -.059(a) how much do you spend 15.2400 4.629 .067 .138 .053 what is your age 19.5500 6.028 .126 .069 .042 what is your gender 19.7600 6.649 -.043 .018 .127 what is your income 19.4300 6.369 -.009 .121 .117 what is your occupation 19.6300 5.973 .120 .111 .041 where do you live 18.6800 6.321 -.118 .051 .230 a The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings. Scale Statistics Mean Variance Std. Deviation N of Items 21.2800 6.789 2.60567 7 Correlation Matrix the speed of service in Gloria jeans is always quick whenever I am at Gloria jeans I am served promptly I have to wait for a long time before I am served at Gloria jeans Correlation the speed of service in Gloria jeans is always quick 1.000 .669 .274 whenever I am at Gloria jeans I am served promptly .669 1.000 .348 I have to wait for a long time before I am served at Gloria jeans .274 .348 1.000 Sig. (1-tailed) the speed of service in Gloria jeans is always quick .000 .003 whenever I am at Gloria jeans I am served promptly .000 .000 I have to wait for a long time before I am served at Gloria jeans .003 .000 The correlation matrix above indicates that the services at the Gloria Jeans coffee shop is very fast and all the clients are served promptly. However the coefficients gave a negative value when the respondents were asked whether they always wait for long before they are served by the staff of Gloria Jean coffee shop. KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .583 Bartlett's Test of Sphericity Approx. Chi-Square 70.614 df 3 Sig. .000 Anti-image Matrices the speed of service in Gloria jeans is always quick whenever I am at Gloria jeans I am served promptly I have to wait for a long time before I am served at Gloria jeans Anti-image Covariance the speed of service in Gloria jeans is always quick .550 -.341 -.041 whenever I am at Gloria jeans I am served promptly -.341 .523 -.156 I have to wait for a long time before I am served at Gloria jeans -.041 -.156 .876 Anti-image Correlation the speed of service in Gloria jeans is always quick .561(a) -.636 -.059 whenever I am at Gloria jeans I am served promptly -.636 .554(a) -.230 I have to wait for a long time before I am served at Gloria jeans -.059 -.230 .776(a) a Measures of Sampling Adequacy(MSA) Pertaining to the image of the Gloria Jeans coffee shop, the respondents given by the respondents proven that the image of the organization is high in the public domain. All the anti-image coefficient reports that the clients were served promptly whenever they were at Gloria Jeans Shop and they did not have to wait for the services for a long time before they were attended to. Communalities Initial the speed of service in Gloria jeans is always quick 1.000 whenever I am at Gloria jeans I am served promptly 1.000 I have to wait for a long time before I am served at Gloria jeans 1.000 Extraction Method: Principal Component Analysis. Total Variance Explained Component Initial Eigenvalues Total % of Variance Cumulative % 1 1.888 62.930 62.930 2 .786 26.216 89.146 3 .326 10.854 100.000 Extraction Method: Principal Component Analysis. Correlation Matrix the serving staff member are always polite at Gloria jeans I have always been responded rudely at Gloria jeans sometimes the serving staff members at Gloria Jeans are rude Correlation the serving staff member are always polite at Gloria jeans 1.000 .388 .374 I have always been responded rudely at Gloria jeans .388 1.000 .650 sometimes the serving staff members at Gloria Jeans are rude .374 .650 1.000 Sig. (1-tailed) the serving staff member are always polite at Gloria jeans .000 .000 I have always been responded rudely at Gloria jeans .000 .000 sometimes the serving staff members at Gloria Jeans are rude .000 .000 The correlation matrix indicates that all the respondents who participated in this particular study were satisfied by the services offered by Gloria Jeans Coffee Shop. Higher percentage of the respondents disagrees with the fact that they have never been treated rudely by the staff of Gloria jeans coffee shop. The staff treats all the customers politely and they have never been rude. KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .628 Bartlett's Test of Sphericity Approx. Chi-Square 72.112 df 3 Sig. .000 Anti-image Matrices the serving staff member are always polite at Gloria jeans I have always been responded rudely at Gloria jeans sometimes the serving staff members at Gloria Jeans are rude Anti-image Covariance the serving staff member are always polite at Gloria jeans .824 -.138 -.119 I have always been responded rudely at Gloria jeans -.138 .554 -.329 sometimes the serving staff members at Gloria Jeans are rude -.119 -.329 .560 Anti-image Correlation the serving staff member are always polite at Gloria jeans .800(a) -.205 -.174 I have always been responded rudely at Gloria jeans -.205 .594(a) -.590 sometimes the serving staff members at Gloria Jeans are rude -.174 -.590 .597(a) a Measures of Sampling Adequacy(MSA) Communalities Initial the serving staff member are always polite at Gloria jeans 1.000 I have always been responded rudely at Gloria jeans 1.000 sometimes the serving staff members at Gloria Jeans are rude 1.000 Extraction Method: Principal Component Analysis. Total Variance Explained Component Initial Eigenvalues Total % of Variance Cumulative % 1 1.954 65.129 65.129 2 .696 23.203 88.332 3 .350 11.668 100.000 Extraction Method: Principal Component Analysis. Summary This particular study is important in that it can help in improve the marketing strategies of the Gloria Jeans Coffee shop. Additionally, the obtained findings can be used by the shop to improve its services with an aim of maintaining its current customers and also widening its marketing base. Moreover, the analyzed information can be used by the Gloria Jeans Coffee shop to rectify any identified flaws and thus improve its overall performance. Furthermore, a statistical analysis that was comprehensive in nature was carried out to check both the coding and the reliability of the variables. Furthermore, reliability test is performed to all the multi-item measures with an aim of checking whether all the items are scaled well or not. Cronbach alpha is applied in checking the internal scale. The study further found out that all the items in this particular study are `well scaled and therefore there is no need of dropping any particular item from the scale. Recommendations The findings of this particular study recommended the following essential points that will make sure that the company continuous to be one of the leading coffee shops in the whole world. The management of the Gloria Jeans Coffee shop need to: Ensure that the music it plays at its shops is of good quality and liked by the customers. It should continue providing good coffee accompanied by good customer care skills. It should aim at personalizing the customer care services it provides as every customer has its requirements and expectations that are unique. Provide special services and products on particular days. Make the seating arrangement attractive to suit various types of customers’ tastes. The shop should embark on both indoor and out door marketing campaigns in order to continue widening its marketing base. The company should maintain the prices of its coffee to ensure that customers from all walks of lives can afford their products. References Coakes, Sheridan J., Steed, Lyndall, G., and Ong, Clara (2010), SPSS : Analysis without Anguish, Version 17.0 for Windows, Milton, Qld. John Wiley & Sons. George, D., and Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update (4th ed.). Boston: Allyn & Bacon. Read More