Starbucks Assignment

Starbucks, is one establishment that I have never been to. However, for the purpose of this research, I decided to visit one. I visited the Starbucks on Ft. Campbell Blvd. Upon entering the shop, I noticed that the atmosphere was warm and inviting, and soft music played in the background, as I went to the counter to place my order. The menu, was over whelming to me there were so many different types of coffee available, that I had to have one of the employees explain the lingo to me. The employees or rather Baristas (employees are called Baristas at Starbucks), were very helpful, they seemed to enjoy their job and I noticed all of them had smiles as they assisted the customers. The menu offered; whole bean, ground coffee, and a slew of Starbucks

Furthermore, brand loyalty and Starbucks reward program is also a reason why customers are willing to pay their prices. According to Reyhle (2016), “customer loyalty isn’t what it used to be. In fact, research company Access Development reported that 79% of customers would take their business to a competitor within a week of experiencing poor customer service, while the estimated cost of customers switching their choice of businesses due to poor service is $1.6 trillion. Nevertheless, Starbucks, has managed to strengthen their customer loyalty in a world where customer sentiment is constantly shifting and consumers have more options than ever before of where to spend their money”

The Starbucks Reward Program enables customers to receive benefits based on the number of reward points earned over a period of 12 months. Money is loaded on to the Starbucks Card and can be spent in Starbucks stores. Furthermore, the Starbucks card has grown in value in recent years, becoming an important source of revenue for the company”