Customer satisfaction is a “soft measure” of what customers think of a product or service. 

We already know that people from different cultures have a tendency to answer surveys and these “soft” questions

 differently based on their cultural background. In general, how would we expect someone from the United States, China, Japan, Canada, and the United Kingdom (the top five countries with the largest number of Starbucks stores worldwide) to answer how satisfied they were with a recent Starbucks visit?


  Jeffrey P. Bezos, founder and chief executive officer of, Inc., says, “One thing I love about customers is that they are divinely discontent. 

Their expectations are never static—they go up. It’s human nature.” 

Do your expectations constantly go up? Is this fair to companies? Why or why not? And do you think it is true that customers expect more today than before?