Service Quality Dimensions of Starbucks

Service quality is the most affecting factor in the service industry to attract more customers and retain the old customers and converted them into the loyal customers.

We can define the service quality as the difference between the actual service and the expected service. The expected service can be formed by the reviews of the past customers, customers past experience, word of mouth and customers need and wants. If the performance is less than expected service, it leads to the customer dissatisfaction. And if the performance is greater than the expected then the customer will again use the service.

 

RELIABILITY:

Starbucks is a brand name providing the quality of coffee products to its customers from 1971. The customized coffee is available to meet the needs of the customers. There are 100’s of drinks available in the menu card which is all time available in the store for the customers.

The loyal customers account for 20% who visits the stores 16 times per month. The customer on an average visits 6 times per month to the store. The customer also wants the reliable service from the provider which meet the expectation so that the customer will again make the purchase of the service.

RESPONSIVENESS:

In Starbucks the employees give proper attention to the customer in the servicing. The service timing of the café is nearly three minutes. The employees which are known as “Partners” serve the customers with a smile and they remember the names and choices of the daily customer to feel them friendliness.

The example for responsiveness is the addition of Pumpkin Spice Latte on the recommendation of the customers which is available in the certain seasons and has increase the coffee craze. The satisfied customers promote for them from person to person and they do via social networks also. People buy from people is a true phrase for any services and Starbucks is always responsive towards its customers and always take feedback from its customers and create innovative products according to their needs and wants.

 

TANGIBILITY:

Starbucks provide the extremely attractive ambiance inside the store which attracts the customers at very first sight. The greetings from the neatly dressed employees at the door will be the first effective touch point to the customer’s service. 

The lightening, wall color, sitting chairs are so comfortable which provides relaxation to the customer. On addition to it, the slow music makes the environment calm and customer can sit hours comfortably in the café. Free Wi-Fi service is given in all the stores of Starbucks.

The mobile application of Starbucks is the most effective innovation of the company which provides 11 percent of its sales from mobile order and pay. Through the application of Starbucks customers can keep the track of the available offers and happy hour deals at the stores. Customers will earn and collect 2 stars on $1 purchase that can be redeemed in store or via app.

 

ASSURANCE:

The personnel of the Starbucks are highly skilled in giving the service to the customers. They try to remember the name of the customer as well as their preferred choices for regular customers. The assurance on the cost of the drink will be felt by the customers with the amazing service experience.

The servicing employees have the high knowledge about the products and they are very kind to the customers. The store provides the assurance to give the best quality coffee in the amazing ambiance with the perfectly set price.

 

EMPATHY:

Starbucks take care of the customers experience with the product. The employees serve your coffee by your name. If the product you ordered is not correct or not in exactly the way you want, they make sure to correct it and ask how to make your experience better. The transaction procedure is very simple and convenient as 18% of the transactions are done by the app only and the 40% are with the debit and credit cards and rest by the other methods on the ease of the customers.  

For the better customer experience Starbucks expanded trends in Artificial intelligence through which customer can order their favorite coffee using voice commands and My Starbucks Barista chat-bot debut are the ones.

Looking toward the future, Starbucks has just gotten additionally intriguing to millennial's with its gamified Starbucks for Life and Bingo promotions, which permit loyal customers to play games and earn points toward free products.