Starbucks: A Case Study...This is a case study that investigates why Starbucks began to loose customer loyalty and how it could improve its performance.

STARBUCKS: DELIVERING CUSTOMER SERVICE A Case Study INTRODUCTION Starbucks is a dominant brand name in North America as the provider of gourmet coffee beans, coffee-based drinks, and non-caffeinated beverages. It is also becoming a well known brand in many countries around the globe. Starbucks' value proposition is to create an "experience" around the consumption of coffee that its consumers could weave into the fabric of their everyday lives. The company currently serves over 20 million customers …

…certain number of visits<Tab/>14.25%<Tab/>117.4 Improve the speed and efficiency of service<Tab/>6.5%<Tab/>93.9 To complete the comparison of different alternatives, the cost associated with offering a free coffee beverage after purchasing a number of beverages must also be considered. This cost is estimated as follows: REFERENCE: Starbucks: Delivering Customer Service Philip Kotler and Peggy Cunningham, "Marketing Management", 2004