Starbucks

Analysis of Customer Satisfaction

 Starbucks the Company
Successful distribution channels and
communication of value
Lively, meaningful coffee, service, &
atmosphere
Position where customers work, dine,
travel,and shop
Employees as partners
 The Problem
Inconsistency in meeting customers’ expectations
in the area of customer satisfaction
Course of Action Options
Increase number of stores in high volume
areas
Increase investment in technological
advancements (i.e. computer system)
Increase investment in labor
Do nothing
 Recommendation
Invest additional $40 million annually in
company’s 4,500 stores adding 20 hours of labor
a week
 Benefits

Increase customer satisfaction

Increase partner satisfaction
Increased revenue
 Risks

Customer base shift

Corporate image of Starbucks