• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

This report is to share own customer-experience towards a service product Starbucks Coffee

Extracts from this document...


Assignment 2 Introduction This report is to share own customer-experience towards a service product – Starbucks Coffee. Ways that the particular company serviced as well as how they satisfied my needs and wants will be shared throughout this report. Needs and Wants Human being needs air, water, food, clothing and shelter to live. Other than these, human also have strong needs for recreation, education, and entertainment. (Kotler & Keller 2009, p.52) As a student of university, many assignments as well as group discussion have to be done. A place which have quiet ambience and wireless internet access is needed. While studying, I need food and drinks too. Therefore, school library may satisfy my needs. Normal café may reduce my thirst and hunger. Nevertheless, I want a more high-class café with speedy wireless internet service. Besides, I would love to have a cup of coffee and a piece of cake while studying. This shows that wants are shaped by our personality. Brief History of Starbucks Coffee Starbucks Coffee is an international coffeehouse chain company. It was established in1971. In earlier, it was a roaster and retailer of whole bean, ground coffee, tea and spices. The company started to expand it stores all around the world. Today, it has more than 17,000 stores in world. ...read more.


There are attitudes of others and unexpected situational factors. Attitudes of others such as friends and family members may affect my decision. For instance, my friends? positive attitude towards Starbucks Coffee increased my intention to visit there. On the other hand, if my friends have negative attitude towards my choice such as bad comments, it will decrease my intention to visit Starbucks Coffee. Consumer?s purchase decision is deeply influenced by perceived risk such as functional risk, physical risk, financial risk, social risk, psychological risk and time risk. (Kotler & Keller, 2009) 2.2.5 Postpurchase Behaviour In this stage, it is depends on the level of customer?s satisfaction. Satisfaction means the closeness between customer?s expectation and the service?s perceived performance. Once the service meets customer?s expectation, the customer is satisfied. I have a high satisfaction towards Starbucks Coffee. The ways that the staffs serve me and the ambience of the store met my expectation. In addition, the wireless internet service speed was much speedy than I expect. As long as my needs and wants are satisfied, Starbucks Coffee is my choice for visit in the future. Now, I am the loyal customer of Starbucks Coffee. 3.0 Nature and Characteristics of Chosen Service Company Starbucks Coffee is one of the service mix business which has the both characteristics of product and service business. ...read more.


I could be called the loyal customer of Starbucks Coffee. That was because the staffs really did well in their serving. Satisfaction towards their friendly attitude is very high in me. Process As a consumer of Starbucks Coffee, I am really affected by the manner in which staff serves me and the time consumed for waiting the staff process the production process. From the first time visit Starbucks Coffee, I have never met time consuming situation while waiting the staff produces my order. Physical evidence Based on one of the nature of service ? intangible, the customers who are potential are unable to enjoy a service before it is purchased. In this situation, it will increase the risk of the customers? purchase decision. To reduce the risk, the particular service company must provide tangible physical evidence. For Starbucks Coffee, it distributes some brochures to describe and give pictures of important information of the services. Apart from that, the staffs at Starbucks Coffee also provide evidence about the nature of service. Tidily dressed staffs give the appearance of friendly to customers. Conclusion As a conclusion, I felt that Starbuck Coffee have made their customers satisfied with their services as well as products. This company did very well on its staff training. The staffs are all well-trained and friendly. They also have the professions about knowledge In coffee. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Marketing plan for Trung Nguyen coffee company.

    GDP Growth rate in 2008: (IMF) 5.0%, estimated GDP growth rate in 2009: 4.1%. The growth rate of GDP suggests that the economy is growing, and therefore there is opportunity for Trung Nguyen to expand business. * Technological: High-technology information system upgrades will improve all aspects of business, especially inventory

  2. What are the micro and macro environmental forces which may pose direct or indirect ...

    Constant updating of the social corporate responsibility is imperative. This should also entail that the headquarters should take in hand, a manner of internal control of those that would infringe upon this company objective. Sanctions such as revoking of the franchises license or a particularly high fine should be installed to serve as a deterrent to infringement.

  1. Unit 9: Marketing Strategy

    71% of people who answered said they had no local bakery 14% of people who answered said the supermarket met their needs 14% of people said they have to order at their local bakery and this is inconvenient. It appears that the percentages listed above equal 99%, however this is only due to rounding errors.

  2. PEST is a planning tool which is used by a business to evaluate and ...

    Although Ginsters lose some off their profits through selling their products through supermarkets as they have to pay Tescos to be able to do this. This means that if Ginsters where to make their own online store and sell their products online and deliver to people they will have increased


    Org?niz?tions ?re obliged to serve their customers. In the eyes of the service-profit ch?in theorists ?nd ch?mpions of org?niz?tion?l qu?lity, the closer the org?niz?tion beh?ves in terms of wh?t is expected of it by its customers, the more effective the org?niz?tion. Simil?rly ?nd directly rel?ted to this rese?rch effort, the effectiveness of intern?l org?niz?tion?l service units c?n

  2. P6: Develop a coherent marketing mix for a new product or service - the ...

    Place Distribution: Distribution is when their products will be placed on online websites for example Tesco website. The products will be distributed to all the big supermarkets this is because they want their products to be recognized and make

  1. Unit 32 P3 explain how the developments in the consumer market have impacted on ...

    for instance Twinkies are now acceptable to eat a breakfast, lunch, dinner, tea and supper so demand has increased in these specific products so business needs to meet these demands. Continuing changes- this refers to trends that are continuously changing for instance instead of having Twinkies for break best it

  2. RELATIONSHIP MARKETING - factors affecting customer satisfaction

    Relationship Marketing in Morgan?s co Successful relationship marketing requires consistent client outreach and exceptional customer service. 1. Instituting a one-day response time on all calls/emails 2. Sending similar articles, tools and resources to your clients 3. Asking clients for their personal feedback (and using it to improve)

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work