Case Studies analysis

Case Questions _AD 747 Summer 1 , 2007

Starbucks Case

Starbucks ' customer satisfaction scores have declined because customers have come to expect the speed of service of within three minutes regardless of the time of the day . The speed of service is one of the Basic Service ' criteria of Service , Cleanliness , Product quality and Speed of Service . The company goal of three minute service from back of the line to drink in hand is expected to be achieved if 20 hours of labor is added per week per store (costing 40 million per

year . The measuring service has its own issues because the company had not been using market data in driving decision making . However , the reality was that service had declined

The ideal customer is one that Starbucks can reach where they work travel , shop and dine , who would drink coffee every day and would visit a store at least 18 times a month . In to have satisfied customers Starbucks will need to

have friendlier , have more attentive staff

deliver faster , more efficient service

offer better prices /incentive programs

offer better quality /variety of products (Exhibit 11 , top 5 requirements

A highly satisfied customer is valuable to Starbucks because there is a link between satisfaction and customer loyalty . Satisfied customers are loyal customers

Starbucks should make the 40 million dollar investment so it can meet the three minute service target which will result in satisfied , loyal customers . It is possible for a mega-brand like Starbucks to deliver customer intimacy through service . Service is used interchangeably at Starbucks with `service . If the customer has an uplifting experience every time they walk through the door , then Starbucks has achieved customer intimacy

Four Seasons Case

Four Seasons Hotels and Resorts , a leader in the hospitality sector , is a leading operator of luxury hotels . The company is in the business of operating mid-sized luxury hotels and resorts . It does not own them The Canadian company is committed to providing consistently exceptional service so that guests can maximize the value of their time

The company 's success is due to a key strength of promoting diversity and singularity . While the company 's basic processes remain the same they have been made adaptable to suit the essence of the local culture where the property resides

The company 's corporate culture has also contributed to the organization 's success . These are listed in the seven service culture standards ' which all staff all over the word have to display at all times . They are

Smile

Make Eye contact

Create a sense of Recognition

Speak in a clear Voice

Be well Informed

Maintain a Clean appearance

Everyone , everywhere must show care for the guest

These together form the word SERVICE (Exhibit 4

The company is also very particular in its choice of general managers because they should embody the hotel 's culture . The general manager sets the example for the other employees and is well paid . Top managers had to be comfortable in different international settings . One of...