Starbucks: Delivering Customer Service
• What factors accounted for the extraordinary success of Starbucks in early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period?
• Why have Starbucks’ customer satisfaction cores decline? Has the company’s service declined, or is it simply measuring satisfaction the wrong way?
• How does the Starbuck of 2002 differ from the Starbucks of 1992?
• Identify the problem(s) in the situation presented in the scenario
• Analyze the key issues within the context of theories presented in your course
• Develop and compare alternative solutions to the problems
• Consider the advantages and disadvantages of various possible solutions
• Select the best solution and make recommendations for action
• Write up your case analysis in an appropriate case analysis report format.