This article discusses the definition of quality, its eight dimensions, and how Starbucks adheres to them. It also talks about Starbucks' supply chain management, customer service, and sustainability efforts.
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Running head: What is Quality What is Quality Name of the Student Name of the University Author Note
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1WHAT IS QUALITY Quality refers to a measure of excellence and refers to a state wherein it is free from deficiencies and defects. (Kumar 2016). Starbucks was established in 1971 with the mission of providing the best coffee while adhering to the principles of the brand. Starbucks true to its mission, applies the maximum principles of fineness to the roasting, manufacturing and delivery of their coffee. ‘The Starbucks Experience’ was created using quality management since its conception in 1971 at Pike Place Market in Seattle Washington. The name of the company was derived from the novel ‘Moby Dick’ (Kumar 2016). David A. Garvin, a specialist in quality control states that quality can be used to compete effectively. There are eight dimensions to quality. They are Perceived Quality, Reliability, Performance, Serviceability, Features, Durability, Aesthetics and Conformance and Starbucks conforms to all the above mentioned standards. Perceived QualityThe coffee that is available at the stores is coffee that has been dark roasted and is made from premium coffee beans. The highest quality of coffee beans have always been dark roasted and Starbucks offers dark roasted coffee beans to its customers. This is one of the things that separates Starbucks from other coffee brands. The three process that are involved in processing the coffee beans include sifting and sorting, roasting and blending. In the first stage the coffee beans are dried by the process of roasting. The coffee beans are then shifted to the machines which helps to blend the coffee using pneumatic conveyors. Next, through the process of blending the roasted coffee beans are mixed to create distinct coffee flavours. Finally, the coffee is packaged and distributed. (Amir, Indah & Widayanti, 2018).
2WHAT IS QUALITY Reliability:According to Starbucks, the quality of coffee can be ruined due to the poor handling of activities in the supply chain and therefore in order to control the quality of process and ensure that their customers get the best coffee, Starbucks manages its own supply chain. Starbuck promise to its customers is that their drink should always be perfect. If not, Starbucks shall make it right. There are six roasting centres at Starbucks where beans are prepared. This is an extremely effective centralized system. In these roasting centres, every single coffee bean is manufactured and packaged in the same way through a series of process. PerformanceRequirements of the customer are taken into account when creating the various beverages of coffee. Freshness of the coffee is a topmost priority for Starbucks. The freshly brewed coffee is prepared only when a customer places an order. ServiceabilityOnce the coffee beans are ready to hit the market, Starbucks has an efficient delivery process wherein they deliver hundreds of thousands pounds of coffee daily to its numerous stores. The coffee beans of Starbucks is obtained from Latin America, Asia and Africa to Europe and the United States of America (Kumar 2016). From the port of entry, the unroasted beans are sent to the six sites of storage of Starbucks. Once the beans have been roasted and packed, the coffee beans are sent to regional distribution centres from where they are transported to stores. FeaturesA cup of coffee at Starbucks can depend upon as many as nineteen different countries because Starbucks sources its coffee beans from certain countries, while the sugar is sourced from other countries. Starbucks source their paper cups from yet other countries of the world (Amir, Indah & Widayanti, 2018)By doing this, they bring together the affluent countries of the world and the countries that are not so affluent together.
3WHAT IS QUALITY A couple of changes has been brought about in the process of making coffee wherein the espresso machines has been substituted with modern machines that are more efficient. However, in order to regain market share, Howard Schultz the CEO of Starbucks is planning to bring back the kind of espresso machines that were used earlier so that consumers can see how their coffee is being prepared by the baristas. DurabilityBags of coffee beans that have been in an inventory for a long time are donated. Starbucks vacuum packages its coffee in flavor-lock bags. These bags have a one way valve that allows carbon dioxide to escape, but itensures that no moisture and air enters the bags of coffee because that can result in stale coffee beans. This ensures the freshness of the coffee beans and also ensures that the coffee beans stays fresh for several months. Starbucks tends to brew its coffee every hour to ensure flavor and freshness. AestheticsCustomers require hot coffee but at the same time they do not want fingers burnt when they hold a freshly brewed cup of coffee. Starbucks at first met this demand by double cupping (Amir, Indah & Widayanti, 2018). However, the question of adhering to environmental goals arose and hence Starbucks created cup holders. ConformanceStarbucks being a huge global brand, it has been the subject of a plethora of works. Starbucks is an eco-friendly company that tries to meet the desires of an individual, it provides individuality, the space as Oldenburg’s third place. It offers the concept of buying lattes as a form of self-giving and playing music for a sense of discovery. People also choose Starbucks to cultivate a sense of identity. Thus, Starbucks apart from ensuring that the coffee they make and serve to customers is of utmost premium quality, also ensures that they are able to give customers a well rounded experience at their stores.
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4WHAT IS QUALITY REFERENCES: Abu-Salim, T., Onyia, O.P., Harrison, T. and Lindsay, V., 2017. Effects of perceived cost, service quality, and customer satisfaction on health insurance service continuance.Journal of Financial Services Marketing,22(4), pp.173-186. Akgün, S. and Yalım, F., 2015. The Reasons of Young Consumers’ Choice on Chain Café Stores: A Research on Starbucks.International Review of Management and Marketing,5(3), pp.129-134. Amir, I.T., Indah, P.N. and Widayanti, S., 2018, January. Spices Coffee: Innovation Strategy To Increase Quality On Powder Coffee Farmers. InJournal of Physics: Conference Series(Vol. 953, No. 1, p. 012242). IOP Publishing. Gopalakrishna, P., Victor, R. and Fleischmann, D., 2016. Starbucks In India.Journal of Case Studies,34(2), pp.92-101. Kumar, K., 2016. An Analysis on Brand Loyalty: A Case Study on Starbucks.. Lemus, E., von Feigenblatt, O., Orta, M. and Rivero, O., 2015. Starbucks Corporation: Leading Innovation in the 21st Century. Shirdastian, H., Laroche, M. and Richard, M.O., 2017. Using big data analytics to study brand authenticity sentiments: The case of Starbucks on Twitter.International Journal of Information Management. Yang, C.C., Paoching, C., Lin, S.L., Rofiq, M. and Davaanyam, O., 2015. The Brand Perception Influence on Coffee Consumption: A Case Study of the Chain Stores Starbucks and 85 C Daily Cafe in Taiwan.International Journal of Science and Engineering Investigations,4(42), pp.65- 68.