Splash sticks and gluten-free pastries are ideas initiated by Starbuck customers. This was made possible because Starbucks utilizes social media as a mediating channel. The Option B.
Starbucks utilizes social media as a mediating channel. In this context, a mediating channel refers to a platform through which Starbucks engages with its customers, facilitates communication and mediates interactions.
This is observed as Starbucks actively listens to its customers' feedback and suggestions on social media platforms. Ideas like splash sticks and gluten-free pastries emerged from customer input and were subsequently adopted by Starbucks.
Through social media, Starbucks not only monitors customer sentiment but also actively participates in conversations, acknowledges feedback and takes action based on customer input. This mediating role allows Starbucks to strengthen its relationship with customers, enhance their experience and adapt its offerings to meet their preferences and demands.