Dr.J.

ChrisLin ServicesMarketing

AssignmentII SERVQualatStarbucks. 2011/11/03 GroupIV Ian Roshni Julien Sofie Michal Hydee Adrian Joyce Brad

STARBUCKS
QUALITATIVEANALYSIS
Reliability

Formostofustheitemswerereceivedontime,butwehadonegroupmemberwhohadtowait12 minutesfortwocoffees. Whilenoproblemsarose,webelievethatthestaffwasattentiveenoughtoavoidproblems. Allorderswereproducedanddeliveredasexpected.Everythingwasdonecorrectlythefirsttime Inthiscasetheytoldusthatacoffeewouldtake6minutesandittook12minutes.Thiswasonlyone instanceandwebelievethatStarbucksisusuallyconsistent. Starbucksdefinitelydoestheirbesttoavoidallpossiblemistakes.Forthemostparttheexerciseerror freebehavior. Responsiveness Employeesdidnotgothroughastepbystepprocessofthewhatwasgoingtohappen,butwefeltwe receivedallthedetailsnecessary. Wewereattendedtopromptlyandservicewaspreformedwithmuchefficiency Employeeswerehelpfulwhenitcametochoosingwhattypesofcoffeewouldbesuitableforour tastes Whiletheservicewasgood,wefeelthattheymaybeunderstaffedtohelpouteveryoneduringrush hour Assurance Employeesseemedtoknowwhattheyweredoing;weknewweweregoingtogetagoodcupofcoffee

Weknewtheitemsbeingservedandfeltextremelyconfidentintheemployeesabilitytodeliver Theemployeesoverallwereprettycourteous,however,itwasnttheirstrongestpoint.Wedidntseea singlesmile Theemployeeshadgreatknowledgeofthespecialsandevenwhatthespecialsweregoingtobethis winter Empathy Afterthetransaction,wereceivedverylittleattention Wearerelativelysatisfiedwiththefactthatthestoresopensat7:30am.Ifyouhadtowakeupearlyto travel,youwouldhavetogowithoutStarbuckscoffee Thepersonalattentionwasok.Theyaskedforourpreferencesbutseemedmorepreoccupiedwith gettingthesalecorrectthaninourpersonalneeds. Yes,theyproposeddifferentflavorswecouldtry,andtheirpersonalfavorites. Wefeltthatifweorderedandspecialchangetoacoffeeorotheritemtheywouldbeabletodeliver ourspecificneeds Tangibles Theequipmentwasrelativelynewandwasworkingwell Thephysicalfacilitieswereverywellthoughtoutandportrayedarelaxingatmosphere Theemployeesweredressedwellandhadaverycleanoverallappearance. Allthematerialsassociatedwiththeservicewerecleanandclassy.Starbucksdoesalottomaintain thesocialenvironmentoftheircafes.

QUANTITATIVEANALYSIS
Reliability

4 4 4.5 3.5 5 AVERAGE4.2

Responsiveness
4 4.5 4 3.5 AVERAGE4

Assurance
4.5 5 3 4 AVERAGE4.1

Empathy

3 4 4 4 4.5 AVERAGE3.9

Tangibles

In this assignment, our group has evaluated and rated every item on a scale from one to five. This scale was derived from the commonly used Likert scale. However, we have not attached labels to every score. Instead, one represents that the item is poorly conducted, whereas five indicatesthatitisatitsbest. Nevertheless, our results only provide one with useful insights, when compared e.g. with StarbuckshistoricalSERVQualdataorwhenbenchmarkedagainstindustryrivals.Though,asa group we could infer that scores turn out to be at the higher end of the scale. Especially, the Tangibles items perform well, with an average of 4.375. The least scoring items categories include Empathy and Responsiveness, with respective scores of 3.9 and 4.0, which leaves the most room for improvement. However, briefly, we were generally quite content with the way Starbucksactsasaservicefirm.

4.5 4 4.5 4.5 AVERAGE4.3