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Unformatted text preview: customers, due to the fact that older research dictated that such a fact caused an increase in customer loyalty. What the older research failed to mention was that 42% of all Starbucks patrons are first-time customers. In order for Starbucks to be successful, it must ensure that customers feel welcomed upon entry into the store on their first visit. If the customer does not feel this way, they will not return, regardless of the quality of the beverage. Starbucks needs to realize that, by publicizing the fact that they make coffee to order, they may be losing out on the business of customers that only want a regular coffee no extra shots of espresso, chai tea, or venti drinking chocolate. If Starbucks can return to servicing the everyman, their satisfaction scores will once again rise, and guests both new and old will feel welcomed once they enter the store....
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This essay was uploaded on 04/14/2008 for the course HF 100 taught by Professor Buchin during the Fall '07 term at BU.
- Fall '07