Starbucks in the New China

As a complement to the recent New York Times article on refocusing the customer experience at Starbucks, I came across a paper examining their efforts to adapt the service experience in China [PDF 180K] from the Journal of Business Studies.

In this paper we explore how young, urban Chinese consumers transform the iconic global brand Starbucks into a consumptionscape through their enactment of personally meaningful experiences, roles, and identities in the setting.

The authors focus on the “servicescape” and “atmospherics” of the Starbucks built environment. Here’s more on the concept of servicescapes from the original paper by Mary Jo Bitner.

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