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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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 pur

Keywords

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