Brand-Promise and Brand-Delivery. A Study of Customer Experience Management at Starbucks in Cluj-Napoca

Master's Thesis , 2018 , 45 Pages

Business economics - Business Management, Corporate Governance

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

• Author: Szintia Dezsi (Author)
• Publication Year: 2018
• Pages: 45
• Catalog Number: V461015
• ISBN (eBook): 9783668949126
• ISBN (Book): 9783668949133
• Language: English
• Tags: brand-promise, brand-delivery, study, customer, experience, management, starbucks, Marketing