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Starbucks Table of Contents Introduction 3 A. The Case Highlights Customer Satisfaction Issues That Starbucks Is Facing. Should Starbucks Worry About Customer Satisfaction? Why? 3 Customer Satisfaction Issues 3 Should Starbucks Worry about Customer Satisfaction 5 B.
10 Evaluation of the Effectiveness of the Investment 10 Conclusion 12 References 13 Bibliography 15 Introduction In 1971, Jerry Baldwin, Gordon Bowker and Zev Siegal start up a coffee store in Washington in the heart of Seattle’s Pike marketplace. During 1987, Mr. Schultz purchased the store and started expansion of the business outside the Pacific Northwest and Chicago. In 1993 Starbucks registered under company rules and started selling share to expand its business world-wide (Starbucks Corporation, 2013; Lee, 2009). Starbucks wanted to establish itself as the premier seller of the most favourable coffees globally. The company was committed towards ensuring and incorporating exceptional business principles, ethics, corporate social responsibility as well as unique product and services. The mission as well as vision of the company duly focused upon the motto "inspire the human spirit." During the year, 2002, Starbucks conducted qualitative research wherein it was discovered that the brand image of the company was deteriorating. As a result, Starbucks has been extensively concerned about its eroding customer base and reducing level of customer satisfaction. The company was duly committed towards mitigating the problem of reducing customer base in order to return to the mainstream of growth and expansion in the global market (Moon & Quelch, 2006). A. The Case Highlights Customer Satisfaction Issues That Starbucks Is Facing. ...
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