Abstract
Starbucks Corporation is a leading roaster and retailer of coffee in the world. The company has been in existence since 1972 and has grown to be in over 16,000 locations in more than 50 countries (Starbucks, 2010). The company serves millions of customers every day offering them the best services and products it can as it inspires and nurtures the human spirit.
In order to maintain this high quality, the company's buyers travel all over the world in search for the best quality coffee to use in its products. The company has strong emphasis in maintaining the quality of its products and services and has developed practices that ensure that this quality is maintained (Michelli, 2007).
This paper discusses the people, process and physical evidence elements of marketing mix and the service quality programs Starbucks company has implemented to assess the quality and satisfaction levels of its services. It also presents recommendations that Starbucks Company needs to make in order to ensure that the quality levels are maintained through the marketing mix discussed and the service quality programs.
