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Strategic Question: How Starbucks should improve coffee business in order to reach more the recently university graduated employees in Thailand?

Research Question: How the positive and negative experience of the recently university graduated employees with Starbucks brand in term of total perceived quality and sensory system?

Purpose: The purpose of this research is to study the recently university graduated employees’ experience in Thailand by using total perceived quality and sensory system as the criteria to measure.

Method: This research is mainly based on qualitative approach using interview method as primary data. The interview questions were designed and distributed to people in three channels; Starbucks Facebook, Skype, and Pantip FriendFlock, whereas, secondary data came from company website, literature books, and university database.

Conclusion: Most of the recently university graduated employees who are Starbucks consumers are coffee-oriented which means that their experiences based on the physical and emotional elements. Starbucks uses the strong elements to create and improve its products and services, for example; quality of raw materials which its consumers can touch by tasting, healthy products and modern packaging can perceive by using their vision. Luxury atmosphere, good service mind, and aroma therapy in the store can, furthermore, imply to consumers’ emotion.