This document summarizes research into stakeholder perceptions of Rocky Mountain Café, a locally owned business. The research objectives were to understand customer characteristics, what customers value, and perceptions among customers and employees. Both qualitative and quantitative research methods were used, including interviews, focus groups, and surveys. Results found that customers like the atmosphere and relationships but dislike inconsistency and issues with ownership. Quantitative survey results showed a correlation between positive employee and atmosphere ratings. Qualitative research revealed employees feel business practices could improve and customers had extreme views of being happy or unhappy. Implications include presenting findings to management, considering new advertising, improving online presence, and enhancing hiring and training.

1. ROCKY MOUNTAIN CAFÉ:
UNDERSTANDING PERCEPTIONS OF
STAKEHOLDERS
Cole, Drew, Brock & Sky

2. Rocky Mountain Café
■ Locally owned business
■ Recent changes
■ Stakeholder perceptions
■ Competition?

3. Literature Review
■ Importance of customer relationships
■ How Customers are
■ Corporate café perspectives

4. Purpose
■ Customer Service
■ Customer Happiness
■ Retaining market share
■ Missing links between owners, employees, customers?

5. Research Objectives
■ RQ1: What are some characteristics of a Rocky Mountain customer?
■ RQ2: What do customers value most about Rocky Mountain?
■ RQ3: What is the perception of Rocky Mountain coffee among customers and
employees?

6. Method of Research
■ Judgmental Sampling
■ Qualitative
– Focus Group
– Employee Interviews
– Customer Interviews
■ Quantitative
– 14-question Likert-scale survey

7. Results
■ Customers Like
– Atmosphere
– Relationships
■ Customers Dislike
– Inconsistency
– Ownership

8. Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Food w/ coffee 30 1 5 2.50 1.333
Only Rocky Mtn 30 1 5 2.80 1.495
Coffee every day 30 1 5 4.00 1.313
Coffee on
weekends
30 1 5 4.23 1.305
Over $5 a trip 30 1 5 3.57 1.382
Provide more
variation
30 1 5 2.57 1.591
Purchase rocky
twice in a day
30 1 5 2.07 1.437
Employees 30 1 5 4.37 1.217
Atmophere 30 1 5 4.20 1.157
Valid N (listwise) 30
Employees * Atmosphere Crosstabulation
Count
Atmosphere Total
Strongly
Disagree
Disagr
ee
Neutr
al Agree
Strongly
Agree
Employ
ees
Strongly
Disagree
1 1 0 0 0 2
Disagree 0 0 1 0 1 2
Agree 0 0 1 4 0 5
Strongly
Agree
0 2 0 3 16 21
Total 1 3 2 7 17 30

9. Results
■ Quantitative
– Correlation between employees and atmosphere
– ^ Both viewed as highly satisfactory on the survey
■ Qualitative
– Employees
■ Feel business practices could be improved: hiring, preparation, product
offerings
– Customers
■ Fall into 2 extreme categories: extremely happy or unhappy

10. Implications
■ Presenting information to the manager
■ Consider advertising to new groups
■ Revamp the the website and social media outlets
■ More rigorous hiring process and employee training

11. Questions?