Overview: * Starbucks is a global coffee shop chain and it's headquarter is based in Seattle – U.S. It is considered the largest coffee shop company in the whole world. * It was established by 3 partners (Gerald Baldwin, Gordon Bowker and Ziev Siegl) Seattle – U.S. in 1971. In 1982 Schultz joined the team. Years later, the founders agreed to sell Starbucks to Schultz who took the company public. * The idea behind Starbucks was to make the coffee shop a "third place" beside home and work. * Starbucks operates 16,635 stores in 50 different countries. 11,068 of them are located in U.S.
The company's product lines are the following: * Beverages (coffee – juice – tea) * Merchandises (mugs..) * Whole coffee beans
Q2) Why have Starbucks’ customer satisfaction scores declined?
Starbucks customer satisfaction scores has declined because the company, instead of focusing on the right things and the value of their customers, they just care about the growth, making more money, expanding plans, building brand image and introducing new products which leads to a struggle between customers satisfaction and the business growth. They were looking at the big picture and forgot about the small details. They were not on the right path towards customer satisfaction and they didn`t meet new customer expectations in terms of satisfaction even though it has a powerful presence and existence. There was a tiny difference between Starbucks and the smaller coffee chains in coffee lover’s minds; however, there was a huge difference between Starbucks and the independent specialty coffee house.
- Has the company’s service declined or is it simply measuring satisfaction the wrong way?
In general company’s service has not declined. Starbucks customers were not satisfied due to the slow service and the waiting time between ordering and receiving the order. This was because of three reasons:
1- Rapidly increasing customer base.
2- New beverages with more than 8 steps of making.
3- The option of