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
- Introduction
- The customer experience management (CEM) framework
- Determinants of customer experience (CX): The correlation between brand promise, word of mouth, expectations, and other drivers
- The customer experience journey
- The Starbucks experience survey
- The local coffee-shop scene
- Survey results
- Final thoughts and interpretations
- Opportunities for the future
- Conclusion
- References
Objectives and Key Themes
This master's thesis aims to analyze the customer experience management (CEM) framework and its application at Starbucks in Cluj-Napoca. The study examines the correlation between brand promise, word of mouth, customer expectations, and other drivers of customer experience. It investigates the customer experience journey and the Starbucks experience in the local context, analyzing survey results and identifying opportunities for future improvements.
- Customer experience management (CEM) framework
- Brand promise and brand delivery
- Customer expectations and perceptions
- The impact of word of mouth on customer experience
- The local coffee shop scene and its influence on Starbucks
Chapter Summaries
- Introduction: This chapter introduces the concept of customer experience (CX) and its growing importance in business management. It highlights the need for creating unique customer experiences to ensure customer loyalty and brand success. The chapter discusses the evolution of the customer experience literature and emphasizes the relevance of examining leading brands like Starbucks to understand their performance and sustainability in the CEM framework.
- The customer experience management (CEM) framework: This chapter presents the theoretical framework of CEM, providing a comprehensive understanding of its principles and practices. It examines key elements of CEM, including the customer journey, touchpoints, and the importance of aligning brand promise with brand delivery. The chapter also explores the role of technology and data analytics in enhancing customer experiences.
- Determinants of customer experience (CX): The correlation between brand promise, word of mouth, expectations, and other drivers: This chapter delves into the factors that influence customer experience, exploring the relationship between brand promise, word of mouth, customer expectations, and other drivers. It examines the impact of various factors such as perceived value, service quality, and emotional responses on customer satisfaction and loyalty. The chapter also investigates the role of customer feedback and its implications for improving CX.
- The customer experience journey: This chapter focuses on the customer experience journey, mapping the various touchpoints and interactions that customers have with a brand. It examines the importance of each touchpoint and its contribution to the overall customer experience. The chapter discusses strategies for optimizing the customer journey and ensuring consistency across different touchpoints.
- The Starbucks experience survey: This chapter presents the results of a survey conducted to assess the Starbucks experience in Cluj-Napoca. It explores the local coffee-shop scene and analyzes survey data to understand customer perceptions of Starbucks in relation to brand promise, service quality, and overall customer satisfaction. The chapter identifies key strengths and areas for improvement based on the survey findings.
Keywords
This master's thesis focuses on the customer experience management (CEM) framework, brand promise, brand delivery, customer expectations, word of mouth, customer experience journey, and the Starbucks experience in Cluj-Napoca. It explores the relationship between these concepts and analyzes the impact of CEM on customer satisfaction and brand success.
Frequently Asked Questions
What is the main goal of the Starbucks study in Cluj-Napoca?
The goal is to analyze the customer experience journey and evaluate how well Starbucks' brand promise aligns with actual brand delivery in the local Romanian market.
What does "Customer Experience Management" (CEM) entail?
CEM is a framework used to track and organize every interaction between a customer and the company throughout the customer journey to ensure satisfaction and loyalty.
How does "Word of Mouth" impact Starbucks' brand?
The study examines how customer recommendations and social perceptions influence expectations and the overall experience of the brand.
What were the key findings of the local survey?
The survey analyzes customer perceptions regarding product quality, service sophistication, and whether the mission statement values are met in practice.
Why was Cluj-Napoca chosen for this research?
Cluj-Napoca has a popular coffee-shop scene where Starbucks is associated with sophistication, making it an ideal case for studying brand perception.
What is the difference between brand promise and brand delivery?
Brand promise is what the company tells customers to expect, while brand delivery is the actual experience the customer has at the touchpoints.
- 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
