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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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