EXPLORING CUSTOMER EXPERIENCE IN THE COFFEE SHOPS – A QUALITATIVE APPROACH
EXPLORING CUSTOMER EXPERIENCE IN THE COFFEE SHOPS – A QUALITATIVE APPROACH

Author(s): Claudia STOIAN BOBÂLCĂ, IOANA CERNAT, Adriana Prodan, Gabriela Boldureanu
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: customer experience; coffee shop; location; staff attitude;
Summary/Abstract: The purpose of the research is to explore the customers experience and their preferences for coffee shops. The objectives of the research are: (1) to investigate the main factors that contribute to a pleasant customer experience, in a coffee shop; (2) to investigate the customer preferences for promotion ideas; (3) to identify the changes brought by the COVID 19 pandemic on the customers preferences. The data was collected based on 20 in-depth interviews. Four main dimensions were identified, related to customer experience: the location (including the appearance), the products (the coffee), the staff and the atmosphere. Customers prefer the campaigns that involve special offers, gifts or price reductions while the online environment might be the main promotion channels. The research results can be used by coffee shops managers to plan the next marketing and management actions, in order to better communicate and attract new customers.

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