Starbucks Hong Kong – Enhancing the Customer Experience Through Digital Innovation

Abstract

<p align="justify">Starbucks Hong Kong’s mobile app, launched in 2013, offers features like card management, Mobile Order & Pay, table service, and Drink eGift. While enhancing convenience and personalization for loyalty members, its membership-first approach and deposit requirement may deter occasional or first-time users from fully exploring the app’s benefits. <p align="justify">香港星巴克（Starbucks Hong Kong）于2013年推出的手机App提供了卡片管理、手机点单及支付（Mobile Order & Pay）、送单到座（table service）以及饮品电子礼券（Drink eGift）等功能。虽然该App为会员提升了便利性与个性化体验，但其“会员优先”的机制以及充值门槛，可能会阻碍偶客或首次使用的用户去充分体验该App的各项便利。