Environmental analysis as a means to customer satisfaction: the case of Starbucks in Cyprus

Vrontis, Demetris and Kogetsidis, Harry (2008) Environmental analysis as a means to customer satisfaction: the case of Starbucks in Cyprus. Journal for International Business and Entrepreneurship Development, 3 (3/4). p. 188. ISSN 1549-9324

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Abstract

Customer satisfaction is the extent to which a product's perceived performance matches buyers' expectations. The key to successful and profitable business rests with identifying the needs and wants of the customer and providing goods and services to satisfy these needs and wants. This paper examines how environmental analysis can help Starbucks, the leading specialty coffee brand and retailer in the world, to achieve customer satisfaction in its recently targeted market of Cyprus. The paper concludes that the company should pay particular attention to its customers' cultural preferences and should offer the host market not just coffee but a real coffee experience.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: customer satisfaction; food industry; marketing planning; situation analysis; Starbucks; Cyprus; environmental analysis; coffee retailing; culture; cultural preferences.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 05 May 2015 11:06
Last Modified: 26 Aug 2016 11:31
URI: http://eprints.glos.ac.uk/id/eprint/2165

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