Sources: https://www.pinnacleltd.

org/servicescape/

The servicescape of Starbucks coffee always targeting to the appearance, equipment, signature
scene, and the service outlet. All of this targeting to make the customers feel comfortable, like
they are at home, affecting to the clients’ individual behaves, and according to Pinnacle (2020),
this design wants to influence the quality and customers’ interactive, specific to the interpersonal
services. The way that Starbucks makes is a well way to develop a comfortable atmosphere to
make sure that customers having the best experience when the clients use the services. How nice
when the Starbucks want customers interact and watch how the barista making clients’ drinks,
which is a plus for the Starbucks. However, even that the atmosphere makes customers feel
comfortable, Starbucks should change the light of stores in Vietnam. I have some individual
experiences that make me feel the space, the scene of the stores are too dark, it just like I
entering a horror coffee store instead of the luxury coffee brand. With the lights of the store, I
found it hard to read the book, and use phone sore my eyes because the store lacks of lights.
Moreover, the stores of Starbucks are designed very well, but the scene of the stores are more
likely stores selling coffee beans and coffee equipment. In my perspective, the stores should
design with less coffee beans products, adding more images of coffee drinks, signature drinks on
the wall. In short, Starbucks brand make a very gorgeous scene of the coffee store, but the brand
should change the designs of stores, making the stores like coffee store than the shop selling
coffee beans.
Reference list
Servicescape. (2020, October 8). Pinnacle Ltd.
https://www.pinnacleltd.org/servicescape/