Starbucks Service Environment
Executive Summary
Adopting a qualitative approach, this report provides an evaluation and critical analysis of the service process and service environment to evaluate the specialty coffee house chain, Starbucks Singapore. The report evaluates the purpose and value of the Starbucks servicescape design, a descriptive illustration of the service environment with a detailed and clear blue-printing of the service process all from an external view-point
Introduction and Company Background
Description of Service Environment Specific Goals, Values and Objectives of Starbucks Singapore
Servicescape Goals
Starbucks want its servicescape to be the “Third Place” between work and home, providing unmatched store experience. Besides aiming to offer perfect coffee products, Starbucks emphasises on human connection in its service. Staffs of Starbucks are expected to be fully engaged with its customers to connect, laugh and uplift its customers’ days. It aims to make an impact on its consumers’ lives. Starbucks also targets to create a sense of belonging, turning Starbucks stores as a haven and as an enjoyable meeting place.
Servicescape Values
Values: Starbucks is focused on humanity. It strikes a balance between profitability and social conscience by ethical sourcing of coffee beans, environmental stewardship and community involvement (Eg. In places where coffee beans are grown and neighbourhood community of their stores).
Objectives: Starbucks wants each store to be part of the community and be invited in wherever the brand does its business. It wants to be a force for positive actions of bringing their partners, customers and communities together to contribute to the society each day.
Description of the Service Environment Background of Starbucks Singapore (Including Servicescape)
Besides promising to offer the finest beverage, Starbucks invented the “Starbucks Roast” that aims to reach and roast its coffee beans to their maximum flavour. Single-origin
Adopting a qualitative approach, this report provides an evaluation and critical analysis of the service process and service environment to evaluate the specialty coffee house chain, Starbucks Singapore. The report evaluates the purpose and value of the Starbucks servicescape design, a descriptive illustration of the service environment with a detailed and clear blue-printing of the service process all from an external view-point
Introduction and Company Background
Description of Service Environment Specific Goals, Values and Objectives of Starbucks Singapore
Servicescape Goals
Starbucks want its servicescape to be the “Third Place” between work and home, providing unmatched store experience. Besides aiming to offer perfect coffee products, Starbucks emphasises on human connection in its service. Staffs of Starbucks are expected to be fully engaged with its customers to connect, laugh and uplift its customers’ days. It aims to make an impact on its consumers’ lives. Starbucks also targets to create a sense of belonging, turning Starbucks stores as a haven and as an enjoyable meeting place.
Servicescape Values
Values: Starbucks is focused on humanity. It strikes a balance between profitability and social conscience by ethical sourcing of coffee beans, environmental stewardship and community involvement (Eg. In places where coffee beans are grown and neighbourhood community of their stores).
Objectives: Starbucks wants each store to be part of the community and be invited in wherever the brand does its business. It wants to be a force for positive actions of bringing their partners, customers and communities together to contribute to the society each day.
Description of the Service Environment Background of Starbucks Singapore (Including Servicescape)
Besides promising to offer the finest beverage, Starbucks invented the “Starbucks Roast” that aims to reach and roast its coffee beans to their maximum flavour. Single-origin
Links: – Description of service environment http://www.starbucks.com.sg/yourdrink.html http://coffeetea.about.com/od/coffeebasics/f/Starbucks-Sizes.htm http://www.starbucks.com.sg/card-faqs.html http://www.starbucks.com.sg/whatsnew_aug2011.html http://www.starbucks.com.sg/greencafe.html