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There are many different types of customers who go to starbucks, from internal and external customers,returning customers to one-off and potentially new customers. The younger generation may be attracted to go to starbucks because of its popularity and wide selection of drinks, for example someone who is 14 might not like coffee but can still go to starbucks and purchase a hot chocolate or any type of tea they might want, also the younger generation want to be apart of the popularity and apart of the brand, they want to be seen with a starbucks cup to show that they are a customer to the company. Regular customers who have been buying starbucks for years want to come back to a friendly environment to buy and enjoy their favourite beverage.
These customers knows what to expect when they go to starbucks, if they go to a local branch they could have built a relationship with the employees and other regular customers. This is good business for starbucks because they get to know what the a regular customer wants and this strengthens the relationship with the customer and starbucks, the regular customer will probably have a loyalty card which allows then to get discounts or an Email from starbucks to tell them about a new drink they have which is another form of advertisement but for a select group of people who have the loyalty card. Other people will want to have discounts and find out about new drinks this then attracts more customers who become regular and new loyalty card holders. Another influence on regular customers could be the cultural differences, an example of this is the starbucks in india has low down seats and art inspired by the culture starbucks have done this because it will attract more people from that area then if starbucks designed all their franchises the same. Starbucks have done this all around the world another example if there is a starbucks near or on a university campus they might design it like a library or more like an internet cafe for the students, this attracts customer.
Internal customers are people that work in starbucks, an example of an internal customer could be a barista they will be influenced because they could learn about different types of coffees which would improve their knowledge of the job or because they get a company discount which benefits them personally because they will be saving money and it benefits the company because they are an internal customer. An external customer is someone who is a member of the public who buys from starbucks and example could be a businessman who goes to starbucks before he goes to work he could go in to buy a coffee for him or for his peers even tho his peers have not purchased their own coffee they are still a consumer of the product which makes them external customers.New or potential customers will need to have an influence or they would not go to starbucks, and influence could be because of starbucks advertisement or because they’ve heard good reviews from friends or family.an influence could be an expectation or something they need, from good reviews they might want to try it and from these reviews they will expect good service and good quality product. It is important for starbucks to gain new customers and potential customers to their business this builds the franchise and builds relationships with possible stakeholders in the future.
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