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

Author: Szintia Dezsi
Publisher: GRIN Verlag
ISBN: 3668949123
Category : Business & Economics
Languages : en
Pages : 51

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Book Description
Master's Thesis from the year 2018 in the subject Business economics - Business Management, Corporate Governance, , language: English, abstract: 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.

Author: Szintia Dézsi
Publisher:
ISBN: 9783668949133
Category : Business names
Languages : en
Pages : 0

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Author: Khanyapuss Punjaisri
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Internal branding has recently been introduced to the literature as an enabler of the organisation's success in ensuring the delivery of the brand promise by their employees, particularly the customer-interface employees. Relatively few studies have been carried out to understand the internal branding concept from the viewpoint of employees, despite its importance. Moreover, there is only an assumption that when employees are identified with, committed and loyal to the brand, they would behave in ways that support the brand reality. Therefore, this research's aim was to explore the employees' perceptions regarding their role in the promise delivery process because they are as important as those of management and researchers. Furthermore, this study provided empirical evidence to support the link between internal branding and employees' brand attitudes and brand behaviours. Following a case study strategy using the hotel industry in Thailand as a single unit of study with mixed methodologies, the author could perform data triangulation by incorporating the literature review with the findings from the qualitative and the quantitative phase. This thesis revealed the important role of employees and their perceptions of the relevant internal branding mechanisms, including internal communications and training. Importantly, this thesis empirically supported the contention that internal branding affects employees' brand identification, commitment, and loyalty. It also provided empirical evidence supporting the previously assumed link between internal branding and employees' brand behaviour. Furthermore, it added to the existing knowledge that these attitudes, particularly brand identification and loyalty, need to be positively influenced because of their mediating roles. Finally, it revealed the moderating factors in the internal branding process that were identified by the internal audience. As such, this thesis sends an overriding message to management that the coordination between marketing and human resource departments with support and understanding from management is necessary to optimise the success of any internal branding campaigns in aligning employees with the brand.

Author: James Seligman
Publisher: Lulu.com
ISBN: 1291057463
Category : Business & Economics
Languages : en
Pages : 172

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Book Description
Customer Experience Management in Modern Marketing is a dynamic approach to the co-creation of value through the relationship. The book, chapter by chapter provides information, examples of how to develop and create a lasting experience for your customers

Author: Daniel Gurski
Publisher: Anchor Academic Publishing (aap_verlag)
ISBN: 3954896184
Category : Business & Economics
Languages : en
Pages : 62

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Book Description
The study at hand investigates customer experiences at the American coffee company Starbucks and develops a new scale to measure customer experience quality on the basis of four dimensions: Service quality, atmosphere quality, flow quality and learning quality. The study reveals that product quality itself is a separate, but related construct to customer experience quality which alone is not sufficient to create customer loyalty. The effect of customer experience quality and product quality on customer loyalty intentions is found to be fully mediated by perceived value. Moreover, perceived wealth of the customer acts as a moderator and increases the positive effect of customer experience quality on perceived value whereas it weakens the effect of product quality on perceived value. Collectively, the results extend and clarify concepts in the evolving, but inconsistent customer experience management literature. The findings enable managers to stage customer experiences more effectively and more efficiently.

Author: Thomas Suwelack
Publisher: Springer Nature
ISBN: 3030924580
Category : Business & Economics
Languages : en
Pages : 163

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Book Description
This book explains how startups and brands in general can achieve a high level of customer experience (CX) in today's dynamic and competitive times. A well-structured and easy to apply customer experience framework defines customer experience as the start and end point of all business activities. The framework steps and tools (such as NPS, Empathy Map, Customer Journey, Golden Circle, Design Thinking, A/B-Testing) are designed to have a maximum impact on successful company building and the customer experience, which is key to generate first and repeat buyers that become fans of the company. The tools originate from different disciplines, such as management, design, digitisation or psychology – as only an interdisciplinary approach enables superior insights for initiating the right customer activities in today's highly competitive times. With this book, it is possible to look at customer experience systematically and derive your own strategy towards success. The following are the main contributions of this book: · Provides a clear step-by-step guide to create a customer experience-centric company · Introduces most impactful tools that managers can use to successfully complete every step of our framework · Guides managers through the process of creating a start-up, which is less about magically coming up with innovative business ideas, but rather about applying proven principles in a new context

Author: Antje Walliser
Publisher: diplom.de
ISBN: 3832492496
Category : Business & Economics
Languages : en
Pages : 105

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Inhaltsangabe:Abstract: In a highly competitive business world, differentiation is an essential key to success for companies. Branding has been a long discussed method to create such a necessary competitive advantage, however an effective and smart branding approach is necessary to ensure success, as the quote of Richard Branson shows. The American company Persona International, offering consulting tools and methodologies to their licensees, recognizes the importance of branding to stay ahead of competitors. Thus, it was decided to launch a branding initiative. The branding strategy Managing the Customer Experience by Smith and Wheeler was chosen by Persona, which is also sold in form of a tool designed by Shaun Smith, called Customer Experience Management CEM . The idea behind this theory is to establish and reinforce a brand by offering the customer an unforgettable experience with the product or service of the company. Consequently, the brand promise is developed on basis of the customer expectations. As for Persona, two kinds of customers exist, one being their direct partners and the other being the clients of the partners, who are the end-users of the tools. It was decided that the branding initiative should be focused on the partners first, as they are mostly also aware of the needs and expectations of their clients. However, the expectations of some end-users were to be explored by surveys to round up the view on the customer expectations. Is the Customer Experience Management (CEM) theory an optimized approach to branding or can any issues be identified which could be improved? How could any highlighted shortcomings be overcome? The following work examines these questions closer and analyzes them by means of literature and a critical examination in order to find responses and solutions for the posed questions. The link to the business world is established through the empirical testing of the brand development phase. Hereby a part of the CEM theory is applied and expert interviews and end-user surveys are conducted. The aim of the critical evaluation of the branding strategy of Smith and Wheeler is to validate the branding approach and to find suggestions for possible improvements of the CEM theory and by testing one suggestion to facilitate the implementation of an optimized branding strategy for Persona. Having set the aim of this thesis, the second chapter gives an introduction to branding in order to equip the reader with a [...]

Author: Julian Schönfelder
Publisher: GRIN Verlag
ISBN: 3656431272
Category : Business & Economics
Languages : en
Pages : 69

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Bachelor Thesis from the year 2008 in the subject Tourism, grade: 2,1, International University of Applied Sciences Bad Honnef - Bonn, language: English, abstract: This thesis aims to give an insight into the different aspects of internal brand management and its impacts on employer branding and organizational behavior. In particular it will focus on the internal effects a company brand has on the relationship between the employer and employee as well as on the organization as a whole. Since the traditional approach of numerous researches has been to focus on the external environment and the effects of a brand name on the customer, this thesis emphasizes on the impact a company brand has on its employees. The concept of internal brand management has existed for quite some time but it seems to have been forgotten or disregarded in the mid- and long-term plans of the majority of companies. The importance of getting across the brand message not only to the customer but also to the people who ‘live out’ and deliver the brand and its values, such as the employees, plays a vital role in the overall performance of any company and its ability to meet long term goals. The brand of a company has developed itself from being a mere external marketing function to becoming an important internal organizational driver. Its increasing importance in establishing the identity and personality of a company has impacted its way of presenting itself within the labor force market and has established the term employer branding. Apart from being able to position itself in the minds of potential employees, the brand also influences the ways in which employees act within the organization. These influences can be seen in various fields such as organizational culture, social systems, organizational development and the general quality of work life. The author believes that by putting a stronger emphasis on the internal market and by effectively communicating the values and beliefs of the brand to the employees, a company can positively influence its market position, its organizational behavior and finally its commercial effectiveness.

Author: James Seligman
Publisher: Lulu.com
ISBN: 0244417474
Category :
Languages : en
Pages : 264

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Book Description
Organizations that want to deliver required outcomes can do so by shifting gears from traditional 'command and control tactics', to a more collaborative way of working with customer interactions, ensuring relevant skills and capabilities are made available. By investing in technology, organizations that support the customer experience can provide accurate forecasting, customer in sight, and the skills and capabilities regardless of their location and time zone. Processes that span the back office to the front office should provide real time insight into the interpersonal experience journeys and enable co-creation of goods and services.

Author: Nihat Canak
Publisher: GRIN Verlag
ISBN: 3638575039
Category : Business & Economics
Languages : en
Pages : 8

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Book Description
Research Paper (undergraduate) from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.0, Western Carolina University, course: Marketing Management & Mature Consumers, 4 entries in the bibliography, language: English, abstract: Starbucks purchases and roasts high-quality whole bean coffees and sells them, along with fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, a variety of complementary food items, coffee-related accessories and equipment, a selection of premium teas and a line of compact discs, primarily through company-operated retail stores. Starbucks also sells coffee and tea products and licenses its trademark through other channels and the company produces and sells bottled Frappuccino coffee drinks and Starbucks DoubleShot espresso drink and a line of ice creams. Concluding, Starbucks is able to sell in some respects emotions and experiences. This is basically what every marketing try to realize and to measure. By providing a unique atmosphere, the customers enjoy the time they spend in the stores. The interior design and the smell of coffee are the most important aspects that support the company’s storeconcept.