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Harley-Davidson The First Starbucks Opened in 1970 in Seattle Washington.The Demand

question 81

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Harley-Davidson
The First Starbucks opened in 1970 in Seattle Washington.The demand for its coffee grew and Starbucks added more than 6,000 stores located in over 30 countries.In its more than 30 year history,Starbucks has never given out coupons for its coffee.Starbucks had only to make its coffee and customers came.Recently consumer quality perception of the Starbucks brand has started to fall.Starbucks started a consumer-response blog to learn more about what consumers expect from Starbucks.One of the most requests was for a customer rewards program.In response Starbucks has started the My Starbucks Rewards,which offers free refills on brewed coffee,free beverage with whole bean purchase,beverage customization and free Wi-Fi.Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste.Starbucks is hoping with these improvements will restore customers' loyalty and confidence.
-Refer to Starbucks.Starbucks customers wanted more value from their coffee.Starbucks management responded to customers through the Starbucks card rewards program.Which element of value was Starbucks management working to increase?

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