Starbucks Core Service

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Table of Contents

Introduction        2

Core Service of Starbuck        3

Service Flower of Starbuck        4

1.0 Facilitating Supplementary Services        5

1.1 Information        5

1.2 Order Taking        6

1.3 Billing        7

1.4 Payment        8

2.0 Enhancing Supplementary Service        9

2.1 Consultation        9

2.2 Hospitality        10

2.3 Safekeeping        11

2.4 Exception        12

Conclusion        13

References        14

Introduction

Starbucks Coffee Company, founded in 1971, is the world's leading specialty coffee retailer, baker and brand owner. Retail products include more than 30 of the world's top coffee beans, hand-made espresso coffee and a variety of hot and cold drinks, fresh and delicious all kinds of pastry food and a variety of coffee machines, coffee mugs and other merchandise. In addition, the company produces and sells Starbucks coffee and cream liqueurs through retail and distribution facilities through marketing and distribution agreements through the production and sale of bottled Frappuccino drinks, ice-creamed espresso and ice cream with joint venture partners, expanding Taishu tea, Starbucks music CDs and other new products and brands (Argenti, 2004).

 In 1987, the current chairman, Mr. Howard Schultz, acquired Starbucks, which led the company to a number of milestones in business development. In June 1992, Starbucks, as the first professional coffee company successfully listed, quickly promoted the company's business growth and brand development. The company has more than 12,000 coffee shops in 37 countries in North America, Latin America, Europe, the Middle East and the Pacific Rim, and employs more than 117,000 people (Gallaugher and Ransbotham, 2010). For a long time, the company has been committed to providing customers with the highest quality coffee and services, creating a unique "Starbucks experience", so that people around the world Starbucks shop in addition to the workplace and living outside the warm and comfortable "third living space".

At the same time, the company continuously through a variety of activities reflect corporate social responsibility to contribute to the community, improve the environment, return partners and coffee-producing areas of farmers. Starbucks, the hero of a well-known novel in the United States more than 100 years ago (Friedman and Parkes, 2003), was introduced by three Americans in the 1970s as a coffee shop sign to promote the United States. Spirit, and since then, a cup of Starbucks coffee to make the whole world fascinated. Starbucks from a small coffee shop into the world's most famous brand of a coffee shop is a secret of its flexible business intelligence.

Core Service of Starbuck

The main mission of Starbucks is “To inspire and nurture the human spirit of one person, one cup and one neighborhood at a time” (Starbucks, 2016). A good coffee foundation, great products that are enhance the coffee experience, care for the environment and the Starbucks experience. The core service of Starbucks is environment and culture supported by its products (Coffee).

        For the environment, Starbucks relies more on human rather than on technology, one of the main thing is its atmosphere. If you walk into Starbucks, you will be replied with a smile and a friendly attitude. People find peaceful, calm, and relaxed environment. In the whole world, Starbucks provide almost the same level of service. From the store logo, to the cups, to the sandwich wrapper and even the condiments (Essays, 2016) . They all provide the same level of great service and show the same passion while serving. Howard Schultz (CEO) believes that happy employees would lead to customer satisfaction. You can see that thing true today, their employees are always helpful and engaged with their job and customers. Starbucks is known for treating its hundreds of thousands of employees very well, and has been listed as one of Fortune’s Top 100 Places to Work.

 For the culture, Starbucks is recognized as a best coffee house, because of their huge worldwide presence comparable to that of fastest food chains. Starbucks has a growing population of loyal customers. The company keeps its employees satisfied with good hourly wages, stock options and health benefits. Their products are of excellent quality, friendly environment, and relatively consistent between locations. Thus, they can afford to charge customers high prices, which most people are willing to pay. It doesn’t just mean large profits, but it also helped them globally recognized as one of the best coffee shop chains, (Bush, 2016) Their Continuity of Brand and Product is another main part in their culture. Every Starbucks has a similar impression, and your drink will taste the same whether you are in America or Malaysia. The brand has a well-organized growth strategy, which looks working well.

Service Flower of Starbuck

There are two kinds of supplementary services in the Flower of Service. Facilitating supplementary services are either needed for service delivery, or help in the use of the core product. Besides, enhancing supplementary services add extra value for the customer. These different supplementary services can be classified into one of the following eight clusters (ary_ase, 2012).

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Figure 1-Flower of Service (Soler, 2010)

1. Facilitating Supplementary Services

The four facilitating supplementary services are information, order taking, billing and payment.

1.1 Information

To obtain full value from any good or service, customers need relevant information, such as directions to service site, service hours, prices, and other documentations. Especially, new customers and prospects are hungry for information. Customers also appreciate advice on how to get the most value from a service and how to avoid problems. Companies should make sure that the information they provide is both timely and accurate. (Lovelock & Wright, 2002)

In any outlets of Starbucks in Malaysia, the information of the products (drinks and foods) can be easily found on the menu board. For example, the types, prices, and sizes of the drinks are clearly stated in the menu as shown in the figure. It helps the customers to differentiate the drinks. In their U.S. stores, Starbucks post calorie counts on menus for drinks and pastries.