Starbucks' Kano model

Authors: Valérie C. & Anne-Laure N.

The least we can say is that Starbucks has a strong personality: this map shows its consumers that the brand does not leave indifferent! Because the company has founded its entire strategy on the customer experience, they are the basis of brand identity. The typical consumer likes of Starbucks brand, it is surprised and attached to it. But it has not as followers: it is also hated and many groups on Facebook show that consumers are very disappointed assets and do not hesitate to express their hatred. Look at the Kano model of Starbucks, which shows a map of its consumers: