Caselet Code : CLCB052
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB052) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
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Abstract

Starbucks' service strategy encompassed providing a good product accompanied by customer friendly service and attractive ambience. The caselet speaks about the kind of customer relations Starbucks followed, which was one of the reasons that so many consumers of Starbucks went in for repeat purchases. The caselet also indicates how Starbucks developed goodwill among the public by bonding with the local community.

Issues:

» The reasons that make consumers loyal to an organization
» The ways in which an organization tries to enhance value for the customer during the purchase process
» Why organizations take care of a good purchase experience rather than just focusing on the purchase product/service
 
Key words:

Starbucks Coffee International, Italian Expresso Bar, Servant Leadership, Peter Maslen, Landor Associates, Branding Strategy, Howard Schultz, Customer Relations, Repeat purchase and Customer loyalty.

Questions for Discussion:

1. "More than coffee, it was the Starbucks experience that made customers come back to the store." Assess the service strategies followed by Starbucks.

2. Why did the buying pattern at Starbucks depict loyalty on the part of customers toward the store?