The principal aim of this paper is to analyze the customer experience journey, to evaluate the brand promise versus brand delivery of Starbucks throughout a local survey, in order to determine how well the values presented in the mission statement of the company align with customers' perceptions in Cluj-Napoca, Romania. The choice is not arbitrary, given that it is one of the most popular coffee-shops in the country, which may be attributed not only to the quality of the products and services, but to the sophistication it is associated with as well.
Customer experience (CX) has become a buzzword in business management and it can help companies reevaluate and rethink their strategy in order to gain competitive advantage in their market. Organizations are becoming increasingly aware of the need of creating an outstanding and unique customer experience. Leaders have realized that customer satisfaction is no longer enough to ensure customer loyalty and the thriving of a brand in today’s world. In these circumstances, it is no surprise that the topic has been receiving considerable attention over the past years.
Table of Contents
1. Introduction
2. The customer experience management (CEM) framework
3. Determinants of customer experience (CX) : The correlation between brand promise, word of mouth, expectations, and other drivers
4. The customer experience journey
5. The Starbucks experience survey
5.1 The local coffee-shop scene
5.2 Survey results
6. Final thoughts and interpretations
6.1 Opportunities for the future
7. Conclusion
8. References
Research Objectives and Focus
This master's thesis aims to analyze the customer experience management framework at Starbucks by evaluating the company's brand promise versus its actual brand delivery. Through a local survey conducted in Cluj-Napoca, Romania, the study investigates how well the company's mission statement aligns with customers' actual perceptions and identifies key pain points in the customer journey.
- Analysis of the Customer Experience Management (CEM) framework vs. traditional models.
- Evaluation of key determinants of customer experience including expectations, word-of-mouth, and staff performance.
- Mapping the customer experience journey to identify touchpoints and potential improvements.
- Empirical assessment of customer perception regarding products, ambiance, and pricing at Starbucks.
- Development of strategic insights for creating competitive, customer-centric coffee-shop environments.
Excerpt from the Master's Thesis
1. Introduction
Customer experience (CX) has become a buzzword in business management and it can help companies reevaluate and rethink their strategy in order to gain competitive advantage in their market. Organizations are becoming increasingly aware of the need of creating an outstanding and unique customer experience. Leaders have realized that customer satisfaction is no longer enough to ensure customer loyalty and the thriving of a brand in today’s world. In these circumstances, it is no surprise that the topic has been receiving considerable attention over the past years.
The literature on customer experience was at a nascent stage in the 1990s, since then it has grown substantially and many scholars have explored the theme from both theoretical and practical viewpoints. With the emergence of this trend, we believe it is crucial to examine the current market leaders to determine how well they perform in this framework and whether their activities are sustainable in the future. There is currently ample academic research available on this topic and the works of Bernd Schmitt, Laurence Body, Joe Pine and many more, have re-shaped our thinking about management, offering practical approaches too. With this dissertation paper we believe it is relevant to examine closely the local performance of Starbucks Coffee in Cluj-Napoca. The choice is not arbitrary, given that it is one of the most popular coffee-shops in the country, which may be attributed not only to the quality of the products and services, but to the sophistication it is associated with as well.
Summary of Chapters
1. Introduction: Presents the growing importance of customer experience in modern business and establishes the thesis' focus on the local performance of Starbucks in Cluj-Napoca.
2. The customer experience management (CEM) framework: Discusses the theoretical foundations of CEM, distinguishing it from customer satisfaction and customer relationship management.
3. Determinants of customer experience (CX) : The correlation between brand promise, word of mouth, expectations, and other drivers: Analyzes the factors shaping customer experience, emphasizing the gap between intended and delivered experiences.
4. The customer experience journey: Explores the importance of mapping customer touchpoints to identify pain points and optimize the end-to-end buying process.
5. The Starbucks experience survey: Details the local coffee-shop landscape in Cluj-Napoca and provides an in-depth analysis of the survey results regarding staff, products, ambiance, and price.
6. Final thoughts and interpretations: Discusses the findings of the study, highlighting discrepancies between Starbucks' global brand promise and local customer perception.
7. Conclusion: Summarizes the thesis, acknowledges research limitations, and reflects on the broader implications of customer-centric management.
Keywords
Customer Experience Management, CEM, Starbucks, Brand Promise, Brand Delivery, Customer Journey, Service Quality, Cluj-Napoca, Customer Satisfaction, Brand Loyalty, Experience Economy, Word-of-Mouth, Marketing Strategy, Competitive Advantage, Coffee-Shop Industry.
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on evaluating the alignment between Starbucks' brand promise and its actual delivery of customer experience at its locations in Cluj-Napoca, Romania.
What are the primary themes addressed in the work?
Central themes include the evolution of Customer Experience Management (CEM), the role of staff and physical ambiance, the impact of price on perceived value, and the competitive landscape of local coffee shops.
What is the ultimate objective of the study?
The objective is to analyze the end-to-end customer journey at Starbucks and determine how customer expectations are met (or unmet) in order to propose strategies for experience improvement.
Which methodology was employed to gather data?
The author utilized a local survey of 70 respondents in Cluj-Napoca and performed statistical analysis using SPSS to interpret consumer feedback on Starbucks.
What topics are covered in the main body of the text?
The main body covers the theoretical CEM framework, an analysis of experience drivers like staff and word-of-mouth, a mapping of the customer journey, and a comprehensive statistical breakdown of survey responses.
Which specific keywords define this study?
Key terms include Customer Experience Management (CEM), Brand Promise, Customer Journey, Brand Loyalty, and Coffee-Shop Industry.
How does Starbucks perform regarding staff interactions according to the study?
The survey indicates that customers perceive the staff as generally polite, friendly, and helpful, though expectations regarding name recall and personal connections are sometimes unmet due to high store traffic.
What is the significant finding regarding pricing and value?
The research reveals a negative correlation between perceived value for money and overall experience, suggesting that many customers view Starbucks as a status symbol rather than a value-driven purchase.
What recommendation does the author give for future improvements?
The author recommends that Starbucks focus on reducing the misalignment between its global brand promise (a "third place" environment) and the realities of overcrowded, limited-space stores.
- Quote paper
- Szintia Dezsi (Author), 2018, Brand-Promise and Brand-Delivery. A Study of Customer Experience Management at Starbucks in Cluj-Napoca, Munich, GRIN Verlag, https://www.grin.com/document/461015
