Starbucks Corporation is a leading roaster and retailer of coffee in the world. The company has been in existence since 1972 and has grown to be in over 16,000 locations in more than 50 countries (Starbucks, 2010). The company serves millions of customers every day offering them the best services and products it can as it inspires and nurtures the human spirit.
In order to maintain this high quality, the company's buyers travel all over the world in search for the best quality coffee to use in its products. The company has strong emphasis in maintaining the quality of its products and services and has developed practices that ensure that this quality is maintained (Michelli, 2007).
This paper discusses the people, process and physical evidence elements of marketing mix and the service quality programs Starbucks company has implemented to assess the quality and satisfaction levels of its services. It also presents recommendations that Starbucks Company needs to make in order to ensure that the quality levels are maintained through the marketing mix discussed and the service quality programs.
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[...] These benefits are bonus system and discount on coffee and tea products in the stores. This is quality rewarding, because it gives employees motivation Controlling / Empowerment Starbucks built a strong culture that involves customers committed to people treating. Employees represent the company, though they have low power. Customers that want to complain first talk to employees and after customers mainly solve problems with team leader because employees have lower power. They never meet with store managers Customer-to-Customer Relationships One of the missions is to push people to mix together to create a Starbucks community. [...]
[...] This is how Starbucks choose its employees when they go for an interview. To have some knowledge about the company is required as well as to complete a form about personal and contact details. On the other hand, the recruitment is a one to one interview and last for a day. This selection is poor because it is a short recruitment that does not require high specific points for the recruits to achieve Training The company has also been running extensive training programs that are focused on building knowledge of the company's brands, encouraging the partners to help develop and create customer's experiences while at the same using these initiatives to express their individuality and interact better with the customers. [...]
[...] Another element that Starbucks should impose is a blueprinting. The following blueprinting is example of what Starbucks should give its employees to know exactly what they have to do on each step. Starbucks Service Blueprint Physical Evidence Customer Actions Line of Interaction Onstage/Vi sible Contact Employee Line of Visibility Actions Backstage/ Invisible Contact Line of Internal Interaction Employee Actions Support Processes Source: Own Analysis Starbucks should also thinking about creating a script, it could be given during the training such as the blueprinting. [...]
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