The power of CSR and its implications on employees' satisfaction, motivation and happiness at work

: the case of Starbucks

Abstract

Starbucks is an American company created in 1971, in Seattle. Starbucks is “(…) not just passionate purveyors of coffee, but everything else that goes with a full and rewarding coffeehouse experience.”1 Starbucks also offers “a selection of premium teas, fine pastries and other delectable treats to please the taste buds. (…)”2. Starbucks’ stores are strategically located near the neighborhoods for meeting friends and family. Thus, the company has been creating a strong customer relationship management (CRM), integrating communication with customers and this way developing long term relationships with them. This continuous work on CRM raised customers’ awareness of the company’s environmental and social responsibility by sourcing ethically and sustainably, creating opportunities, leading in green retail3 and encouraging service and citizenship.4 The aim of this dissertation is to have a greater focus on Corporate Social Responsibility, developing a deeper knowledge on employees perceived responsibility of the company, its mission and values, and how the involvement on social and environmental causes can boost their motivation, commitment and happiness at work.

Date of Award	17 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Bianca Soraya Soares Vilhena de Mendonça (Supervisor)