Answer to Question #284555 in Management for Ashley

Question

Describe three (3) examples of the physical dimensions of servicescape evident in Starbucks Coffee that have positive impact on customers. 

Answer 1

Servicescape is a model developed by Booms and Bitner[1] to emphasize the impact of the physical environment in which a service process takes place. The aim of the servicescapes model is to explain behavior of people within the service environment with a view to designing environments that does not accomplish organizational goals in terms of achieving desired behavioral responses. The following are examples of the physical dimensions of servicescape evident in Starbucks Coffee

1. STARBUCKS LOGO- The use of the logo at Starbucks is crucial since it can be found on every product and is nearly recognized by all individuals worldwide; created in 1971 it has evolved during the years. As Brassington and Pettitt (2006) explain, the logo and brand name must be distinctive, supportive, acceptable, and available. Despite the fact that Starbucks is a freestanding brand name customer still link it directly to the products and services provided.

2. STRATEGIC MARKETING- Starbucks could introduce a strategic business unit specialized in tea, as mentioned above; tea sales represent a large potential in countries like Britain or Ireland. As Tietjen (2013) mentions, coffee sales at Starbucks are already acquired and the company must now focus on the tea market. Translating this information into a BCG Matrix, coffee at Starbucks is already a "Cash Cow" which brings profit without any further investment or effort needed. The introduction of tea would fall under the "Question mark" category, a low market share but a high business growth rate.

3. STARBUCKS' POSITIONING- As Blankson and Kalafatis (2007) point out in the Journal of Services marketing, positioning has received little attention from marketers but is very useful in defining and modifying the tangible characteristics of the product and its intangible perceptions.