Starbucks understands that maintaining the satisfaction of employee as high as possible, and helps in the provision of superior experience among the customers. Starbucks has been maintaining the satisfaction of employees with hourly wages, stock options and health benefits that are highly competitive (Ponder, 2013). With key focus on factors such as satisfaction of employees, customer service and quality, Starbucks has been successful in the establishment of a welcoming and friendly environment. By setting such a diversified scope of success, the company has been successful in changing the perception of customers all across the globe.
The coffeehouse puts in complete effort to set a familiar, inviting and welcoming place for people making connections. Hence, there is designing of stores such that there is a reflection of unique character related to the local population being served. The company takes up interest in connecting sustainable practices of building, while provoking thoughtful engagements and questions with the environment built (Suresh, 2013). Apart from the reduction of water and energy consumption, Starbucks can be seen incorporative recycled and reused materials wherever there is a possibility of the same and often utilize design details and materials inspired locally in the stores. In addition, Starbucks puts in creative efforts of in-store advertisement, while it can be seen advertising new products in the interior setting of the stores. The key purpose behind such advertising is focused on encouraging the customers for thinking about what might be purchased by them when they visit at the store once again.
The servicescape model that is built in accordance with the theories of Russell’s Model of Affect and Mehrabian Russell Stimulus Response is useful in representing an integrative framework for explaining how service staff and customers respond to the key dimensions of environment. In this part of the report, focus will be on applying the servicescape model for conducting a critical evaluation related to the effectiveness of Starbucks’physical environment.
The impacts of servicescapes on the employees and customers have been underutilized and underappreciated most of the time (Ponder, 2013). More often managers can be seen changing physical surrounding without considering the impact of change in design on the employees and the customers. The physical environment of Starbucks is more within the scope of influencing behaviours and creating an image other than the previous one. Local culture is reflected in the store of Starbucks, Melbourne CBD. The coffee shop can be seen as a special place, reflecting the values and perceptions of individuals, with appropriate music to set the scene(Suresh, 2013). Some customers show preference in visiting the place and drinking the best coffee of the world, while some consider it as an appropriate .