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Investing $40 million annually will help eliminate the problems of service time and customer satisfaction by reducing the blockage of labor time and help increase customer satisfaction at all levels. This, in turn, will generate a stream of additional revenues for the lifetime value of each customer with respect to his/her shifting from unsatisfied to satisfied and satisfied to highly satisfied status. Spending the $40 million will not only improve Starbucks' services, but also increase customer satisfaction, which in turn, will increase its revenues.
Starbucks' newer customers tend to be younger, less educated, and in a lower income bracket...
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