Starbucks’ Critical Success Factors based on Customer Perception
DOI:
https://doi.org/10.54097/qheszf17Keywords:
Starbucks; Critical Success Factors; Customer Perception; Food and Beverage; Marketing.Abstract
Starbucks, a prominent coffee brand that originated in 1971 as a single location and has since grown to include over 30,000 chain stores, serves as a prime example of the rapid expansion potential associated with effective branding strategies. This study aims to identify the critical success factors contributing to Starbucks’ success. Nine key factors were determined: (1) the overall ambiance of the environment, (2) the suitability of the environment for working and studying, (3) the suitability for leisure activities, and (4) the quality of service provided. (5) the convenience and accessibility of store locations, (6) the quality of products offered, (7) the creativity and originality of products, (8) price competitiveness, and (9) the brand’s perceived social value. Through empirical research involving a simple random sampling of Starbucks customers who rated the brand on these nine factors, this study concludes with insights into Starbucks’ competitive advantage. Additionally, the findings offer valuable perspectives for professionals in the food and beverage (F&B) industry, marketing, and behavioral economics.
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