Starbucks: Delivering Customer Service

Youngme Moon and John Quelch

Chapter 29 in Services Marketing:People, Technology, Strategy, 2021, pp 591-605 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in its stores and theoretically increase speed of service. However, the impact of the plan (which would cost $40 million annually) on the company’s bottom line is unclear.

Keywords: Services Marketing; Service Operations; Marketing; Consumer Behavior; Positioning Services; Service Process; Pricing; Revenue Management; Service Environment; Service Advantage; Customer Relationships; Customer Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality; Service Productivity; Service Leadership (search for similar items in EconPapers)
JEL-codes: L8 M3 M31 O14 (search for similar items in EconPapers)
Date: 2021
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