Starbucks: Delivering Customer Service

Starbucks: Delivering Customer Service (2006) Harvard Business School Case (Moon and Quelch)

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company i s not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in the stores and theoretically increase speed-of-service. However, the impact of the plan (which would cost $40 million annually) on the company’s bottom line is unclear.

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