Liubov Savchenko
Published: 2017
Total Pages:
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Nowadays customers seek not only for a good product, quality or price but rather for great memories and extraordinary experiences. The interaction between a customer and a company becomes an important aspect and a key theme these days. The excellent customer experience is becoming a new sustainable differentiator on the market, also contributes to brand loyalty. A thorough understanding the drivers of customer experience is very useful for designing and delivering the right strategies for businesses. The purpose of the thesis is to study the concept of customer experience and explore the key drivers of customer experience that contribute to brand loyalty, particularly on an example with Starbucks. The qualitative research was applied to address the research purpose. The findings resulted from the semi-structured interviews identified eight main categories of the drivers in Starbucks: atmosphere, product, service, staging of customers, social environment, branding, price and value for money and social media. In term of brand loyalty, it was found that all mentioned categories, besides the category of social media, contribute to brand loyalty.*****Nowadays customers seek not only for a good product, quality or price but rather for great memories and extraordinary experiences. The interaction between a customer and a company becomes an important aspect and a key theme these days. The excellent customer experience is becoming a new sustainable differentiator on the market, also contributes to brand loyalty. A thorough understanding the drivers of customer experience is very useful for designing and delivering the right strategies for businesses. The purpose of the thesis is to study the concept of customer experience and explore the key drivers of customer experience that contribute to brand loyalty, particularly on an example with Starbucks. The qualitative research was applied to address the research purpose. The findings resulted from the semi-structured interviews identified eight main categories of the drivers in Starbucks: atmosphere, product, service, staging of customers, social environment, branding, price and value for money and social media. In term of brand loyalty, it was found that all mentioned categories, besides the category of social media, contribute to brand loyalty.