Starbucks’ Digital Transformation: Enhancing Customer Experience in the Digital Age
Introduction: Established as a global chain of cafes in 1971 to provide exceptional customer experience and high-quality coffee, Starbucks has consistently maintained this reputation. However, these efforts notwithstanding, the company faced difficulties maintaining its competitiveness and catering to evolving customer requirements due to rapid technological advancements and extensive use of digital platforms (Lee, 2020, p.1812). ... Read More
Pages: 9 Words: 2381