Starbucks’s innovative approach: a pilot discussion about how to enhance customer experiences in hospitality sector.

Abstract

Globalisation has facilitated the extension and expansion of firms from their domestic markets through the redefinition of competition by the enormous interconnectedness of markets. This study looks at the case of Starbucks, an American multinational company known for riding the wave of globalisation through business innovations that improve customer experience and create a sustainable business model. Starbucks' innovative approach to solving customer problems and its ability to meet customer needs through the process of service delivery has resulted in global customer advocacy through an organization-wide learning and tireless strategy implementation and its evaluation and review loop. This study analyses how Starbucks innovates on customer experience and products to enhance business sustainability in a competitive global marketplace, and identifies analytical frameworks with key themes that can contribute to the strategic design of similar companies aiming for a global marketplace. The results show that Starbucks, in the process of innovation in the area of customer experience, provides a personalised service that meets the needs of consumers through localisation, accumulates this knowledge as company capital, develops human capital to support Starbucks' service, and creates a comfortable third party for customers. These innovative actions and strategies have helped Starbucks to be accepted as a successful and innovative business champion in the global market. Starbucks' product and service innovation is evident in the principles that obligate the company to be attentive to the needs of its customers and the circumstances of each market.