A Study on Internal Marketing of President Starbucks Coffee

• Main Authors: chen-shi Wu, 吳宸希
• Other Authors: An-Chi Hsu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/76728758004477914282

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 95 === Taiwan’s economic infrastructure is mainly composed of the agriculture, the manufacturing and the service industry. According to the Council For Economic Planning And Development, the service industry occupies 73.56% of the home production gross figure (GDP), making the service industry Taiwan’s primary economic sector. The service industry will have to promote its position and emphasize the importance of reform; however, based on the Basis Foresight magazine in 2006, service quality has only been at the passing level for three years straight. The main factor, according to楊維漢(2006), is due to its standard work process and consumer’s expectation has a serious gap. （王一芝，2006，引自遠見雜誌）。 Therefore, this research, an exploratory study to the global brand of chain coffee shops, attempts to discuss how the company builds brand image through its internal marketing. This research referent literatures to develop the research structure. There are four compositions the internal marketing, the institutional framework, the leadership style and the brand image. The conclusions of this research are: (1) By collecting the data of customers (to establish frequent customers database, retail sales data of the stores, customer service record and so on) to understand the customer demand, providing customization service, surpassing basic service and creating brand value. (2) A assigned people or department is responsible to unify internal communication that is consistent with external brand communication in order to achieve a mutual agreed development external plan. (3) The enterprise must have a set of unique leaderships style and communication methods to facilitate internal marketing operation throughout the enterprise. (4) The internal operations achieves mutual recognition from the managers down to employees, making internal marketing the operation of education and training, empowerment & motivation, etc. As a result of satisfied employees, the better service provided will generate satisfied customers.