Customer service and satisfaction, expansion, service quality, value proposition, distribution
Read the following case study, by putting “[PDF]Starbucks: Delivering Customer Service – wibsonline.fr” into google and following the 1st link.
then answer the following questions:
1- What factors accounted for Starbucks’ success in the early 1990’s and what was so compelling about its value proposition? what brand image did Starbucks develop during this period?
2- Why have Starbucks; customer satisfaction scores declined? has the company’s service declined or is it simply measuring satisfaction the wrong way?
3- how has Starbucks changed since its early days?
4-describe the ideal Starbucks customer from a profitability standpoint. what would it take to ensure that this customer is highly satisfied? how valuable to Starbucks is a highly satisfied customer?
5- Should Starbucks make the $40 million investment in labor in the stores? what’s the goal of this investment? is it possible for a mega-brand to deliver customer intimacy?
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