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Coffee shop behavior is something that can be readily observed and it occurs within a short time interval so that research by observation is viable.
Since Starbucks is the unquestionable leader in the industry, it was decided that the behavior in its stores be the focus of observations. However, the group also recognizes that other industry players are also quite significant, thus the choice to expand observations into three other popular coffee chains ? Seattle's Best Coffee, Coffee Bean & Tea Leaf, and the Filipino-owned Figaro Coffee, while Starbucks remained the point of reference for many observations and descriptions...
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