Table of Contents Introduction 2 Theoretical background 3 Service quality 3 Service Quality Evaluation Models 4 1. SERVQUAL Model 4 Description of the company 5 Starbucks 5 Importance of Marketing Research for Service Quality 5 Research objectives 5 Methodology 6 Questionnaire 6 Questionnaire description 6 Interview 8 Appendices 9 Appendix 1 (Questionnaire) 9 Appendix 2 10 (Interview map) 10 References 11

Introduction Recently the new trend that is developing is narrowed towards offering to the customer good service despite the good product. Having high service quality is accepted as one strong competitive advantage that is difficultly built but it brings high success for the company if managed properly. Service quality is following the perceptions of the customer of what he/she thinks that quality of service is about and meeting exactly their expectation.

Theoretical background
Service quality
Defining service quality may mainly be based on assumptions because of the intangible nature that services have. Moreover, different circumstances might shape the definition of service quality differently. (Brown, 1999) Despite the intangibility that describes the services, the second very important element when giving theory based on service quality is that services are heterogeneous. Presenting them varies from producer to producer or from client to client. Finally, the last characteristic describing the services is the inseparability of the production and the consumption. In other words, in most of the cases service quality arises in the duration of the process of interaction between the customer and the provider. (Berry, 1990)
A latest definition for what service quality stands for according to Javadi (2011) is: “The extent to which the customer’s perceptions of service differs from his/her expectations”. Javadi (2011) has