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Starbucks: Delivering Customer Service

In: Services Marketing People Technology Strategy

Author

Listed:
  • Youngme Moon
  • John Quelch

Abstract

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in its stores and theoretically increase speed of service. However, the impact of the plan (which would cost $40 million annually) on the company’s bottom line is unclear.

Suggested Citation

  • Youngme Moon & John Quelch, 2021. "Starbucks: Delivering Customer Service," World Scientific Book Chapters, in: Services Marketing People Technology Strategy, chapter 29, pages 591-605, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781944659806_0029
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    More about this item

    Keywords

    Services Marketing; Service Operations; Marketing; Consumer Behavior; Positioning Services; Service Process; Pricing; Revenue Management; Service Environment; Service Advantage; Customer Relationships; Customer Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality; Service Productivity; Service Leadership;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L8 - Industrial Organization - - Industry Studies: Services
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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