Revisiting Service Brand and Customer Perception

Abstract

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This research aims to measure the customer perception of service quality standards of Starbucks in Bangalore, India using multiple tools. Starbuck is the popular global brand for coffee experience and has made inroads in India. The brand is popular among young and fresh graduates as a place for hanging out experience. The research has used mix modeling method. Stage one is qualitative research with an interview method to identify the brand’s elements, drivers, and clues. Stage two is the quantitative study of the existing customers. A convenience sampling method was employed to select the sample respondents. A sample of 157 respondents was identified and the primary data was collected from them. The results of the research study revealed that there is a significant difference between the expectation and performance of Starbucks. The position of Starbucks is unique on the perceptual map and enjoys a high NPS score. The relative importance of various dimensions of service quality was also analyzed. It was found that tangibility was the most important service quality dimension and gap score was also minimal here. The study will be useful for academicians, students, and retail organizations. This research can be used to understand the perception of service quality among customers. The policymakers can develop proper strategies to retain the existing customers and attract new customers.

Keywords: Gap Analysis, NPS, Perceptual Map, Service Quality, Customer Journey Canvas

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