Starbucks: Delivering Customer Service

소개글

Operation Management 수강 때 제출했던 스타벅스 케이스 스터디입니다. (영문 P2)
스타벅스의 마케팅과 Operation상의 문제를 지적하고 어떻게 하면 고객의 만족
(customer satisfaction)을 증진 시킬 수 있을지에 관한 내용입니다.

목차

1. Intro
2. A. Service Value
B. Personnal Value
C. Image Value

본문내용

After having imposed itself as the leader in the coffee delivering chain, Starbucks encountered some problems, both in the marketing and operational sides. In fact, the company lacked of a leading team able to formulate a strategy viable for the whole company globally, as well as to differentiate itself from smaller coffee chains and to respond effectively to a change in customer structure. Furthermore, Starbucks started to have problems in customers’ loyalty and relationship, mainly because it was not meeting customer satisfaction anymore.
According to Exhibit 10, the most important factors in creating Customer Satisfaction are strictly depending on environment, price and service more than the “highest quality” of coffee served. There are several ways to improve customer perceived value by improving service, personnel, and image values.

• Increase Service Value
- Conduct a survey on what products the unsatisfied customers ordered to dig out whether the unsatisfaction relates to the time-costing products directly. “Convenience” was ranked as second important key attribute to create customer satisfaction, while “Faster, more efficient service” got 10% response of factor that drives “Valued Customer” perception. Since fast delivery is so critical, then it is necessary to conduct a market research to analyze what is really time-costly.

참고 자료

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