La calidad del servicio y la satisfacción del cliente como impulsores estratégicos en las cafeterías Starbucks

Introduction: The main objective of this study was to evaluate the quality of service and customer satisfaction at Starbucks retail outlets in La Paz, Baja California Sur, Mexico, and to examine the relationship between these two variables. Methodology: A mixed-method approach was used, involving statistical analysis supported by expert opinion. A total of 246 surveys were conducted, yielding a global mean of 4.08 for service quality and 4.16 for customer satisfaction, with a correlation coefficient of 0.79. No statistically significant differences were observed between the means of the study variables, as the p values exceeded the significance threshold. Results: The study concludes that assessing both service quality and customer satisfaction provides a strategic framework, supported by the importance–performance model, which can facilitate organizational improvement.