Due to the high supply on the market companies have to investigate and understand customer
needs in order to adapt their products or services and to be competitive within the highly
rival market. It is also crucial to avoid any unethical behaviour as this may lead to
retrogressive turnover. This book focuses on the investigation of factors which determine
consumer behaviour within the catering industry. To concretise this extensive area this work
will concentrate on Starbucks' tax avoidance in the United Kingdom in December 2012. As there
are no relevant or current reports on Starbucks' tax avoidance and customer behaviour the
primary research on this issue will be done in this work. However the literature review
provides a comprehensive overview of relevant landmark studies of customer satisfaction and
previous research on customer behaviour within the catering industry. By means of a
self-provided conceptual framework and an appropriate methodology a quantitative online
questionnaire was created and implemented.
