What are the relationships among customer service, customer satisfaction, customer retention and profitability to Starbucks? Is Starbucks a franchise or owner operated corporation? Why is that important? Why do people pay $$$ for a simple cup of coffee from Starbucks? In other words, why do customers buy from Starbucks? In its first 20 years, Starbucks spent a total of $20 million on advertising. How did its joint human resource and marketing strategy impact its growth? What are the characteristics of the Starbucks brand? What were the consumption patterns of customers at the time of the case study? Why is this important?