Starbucks team discovered that their customer satisfaction scores were declining and this was very important because satisfaction had a direct link with loyalty. The main problem was that Starbucks was measuring customer satisfaction parameters which did not fall into the customer satisfaction score measurement. There was a gap between Starbucks scores on key attributes and customer satisfaction. This reflects that Starbucks is measuring those attributes that contribute to product quality more than service quality. This was evident from the market research which showed that people who were of the view that Starbucks mainly focused in making money or opening new stores were increasing. Also there was no strategic marketing group and their customer base had also increased.
Also delay in service, little product differentiation and less customization resulted in lower satisfaction