Introduction Customer satisfaction, though an important quotient for service or hospitality industry, does not ensure that the customers will return for repurchase . Therefore, the important question that businesses face is what would ensure the customers to return to them. This brings the marketers to the concept of loyalty. One must note that both the concepts are attitudinal and therefore, largely theoretical. However, such attitudinal commitment on part of the customers ensures that the profits of the organization would return. For the success of a company in the service sector, organizations must ensure customer satisfaction and nurture brand loyalty among its consumers. Brand loyalty will ensure repeat purchase, which in turn establishes the profit of the company. In case of a company like Starbuck, operating in the service hospitality retail business, this is of great importance, since it faces high competition as well as has to satisfy customers in order to ensure repeat purchase. Further, as this sector does not have a switchover cost therefore, developing brand loyalty is the only way to ensure sustainability of profit. Starbuck Starbuck is a coffee company established in 1971. The main products that the Starbuck stores offer are various types of hot and cold beverages such as coffee and tea and food. The company operates globally, though it originated in the United States. The products are competitively priced and Starbuck maintains a standardized store ambience for all its chains. This paper tries to understand the link between satisfaction and loyalty of Starbuck’s customers. Significance of the Study A well-established axiom in marketing literature is, satisfied customers lead to brand loyalty. In other words, customer satisfaction has a direct influence on brand loyalty. This prevalent axiom makes creation of customer satisfaction a very important aspect for producers of every product (goods or services). The probability of a customer buying a product more if he/she is satisfied with the product is higher. In this connection, one can intuitively deduce that higher the degree of customer satisfaction, higher is the degree of loyalty towards the product, as higher satisfaction would prompt higher repeat purchase. Therefore, greater is the amount of customer satisfaction, greater is loyalty. Consequently, this conjecture makes brand loyalty one of the most important aspects of a firm’s continuity and/or future profit. From a different angle, it can be observed that customer satisfaction is not only beneficial to the firm but also to the customer. Satisfaction to the customer actually indicates that he or she has found the product that he/she requires and that through consumption of the acquired product the need is satisfied without any negative outcome that would have precipitated harsher step like complaining. Therefore, customer satisfaction actually indicates to the customers that their need for the product is satisfied on consuming the specific brand. Though many researchers have tried to establish a relationship between consumer satisfaction and loyalty, the relationship is not always perfect and not always positive . However, a strong relationship between the two is yet to be established. This paper undertakes a case study of Starbucks. The aim of the paper is to understand the effect of customer satisfaction and brand loyalty specifically in case of Starbucks