Case: Starbucks-Delivering Customer Services

1. What factors accounted for the extraordinary success of Starbucks in the early
1990s? What was so compelling about the Starbucks alue proposition? What brand
image did Starbucks deelop during this period?
!. Why has Starbucks customer satisfaction scores declined? "as the companys
serice declined# or is it simply measuring the wrong way?
$. "ow does the Starbucks of !00! differ from the Starbucks of 199!?
%. &escribe the ideal Starbucks customer from a profitable standpoint. What would it
take to ensure that this customer is highly satisfied? "ow aluable is a highly
satisfied customer to Starbucks?
'. Should Starbucks make the (%0 million inestment in labor in the stores? Whats the
goal of this inestment? )s it possible for a mega brand to delier customer intimacy?