By allowing the stores to increase the hours of employees will address both of these concerns, because more staff at key times will allow for faster service without stressing the staff, since there will be adequate help to keep service flowing. The main reason which Starbucks must concentrate upon raising the service level and not particularly on providing less expensive beverages, even though the customers polled did mention this, is that Starbucks is still working upon its original model, which is to provide a superior experience to customers. As Shultz said, "Were not just selling a cup of coffee, we are providing an experience". (Shilling and Kotha 1997)While Day surmised correctly that the speed of service and the friendliness factors are key to increasing customer satisfaction and that the corporation has, indeed, lost sight of the customer, it is equally true that the major reason for this is that the customer base has changed. They have not lost their original customer base, but they have acquired a new middle class customer base. It is incumbent upon their marketing to make the most of this expansion in order to grow the business. A closer look should be taken at this new customer base and plans need to be made for securing their loyalty. If the less affluent customer is going to Starbucks and paying higher prices for their beverages, there must be a reason. Since speed of service has fallen, the is not likely a factor. While Day is correct that speed of service needs to be addressed. A second factor shows up in the research. Customers said they would like some kind of bonus.This could be accomplished using the SVF (Starbucks Value Card). Starbuck's Style Service Marketing.
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