Customer Experience Strategies in a Coffee Shop

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Dissertation Report

A STUDY ON CUSTOMER EXPERIMENT STRATEGIES IN SETTING UP A NEW COFFEE SHOP

(08th Janaury, 2011)

In partial fulfillment of the requirement of the course

“Dissertation”

MBA Full Time (2009-2011)

Submitted to:

Mr. Rajnish Jain

Submitted by:

Shivadarshan Kunnur

Roll No.: 091159

CONTENTS

Contents

ACKNOWLEDGEMENT 4

LETTER OF APPROVAL 5

EXECUTIVE SUMMARY 6

INTRODUCTION 8

IMPORTANCE OF CUSTOMER EXPERIENCE MANAGEMENT 8

Coffee shop planning in Indian context 11

RESEARCH PROBLEM 12

RESEARCH OBJECTIVES 12

LITERATURE REVIEW 13

METHODOLOGY 18

Research design 18

Research sample 19

Measure 20

HYPOTHESIS 21

Hypotheses based on TRA 21

Hypotheses based on Pine and Gilmore’s experience economy 21

EXISTING CUSTOMER EXPERIENCES STRATEGIES IN HOSPITALITY INDUSTRY AND FEW COFFEE SHOP CHAINS 23

Customer’s Internal Factors 23

Customer’s External Factors 23

DATA PRESENTATION AND ANALYSIS 24

DELPHI AND AHP ANALYSIS FOR LOCATION AND OTHER FACTORS 24

ANALYSIS AND DISCUSSION OF THE MODIFIED DELPHI AND AHP METHODS 26

FACTOR ANALYSIS 28

CORRELATION ANALYSIS 30

Qualitative analysis 31

LIMITATIONS 32

DISCUSSION AND CONCLUSION 33

REFERENCES 35

INTERNET (GOOGLE BOOKS) 35

INTERNET (WEBSITES) 36

BOOKS 36

APPENDIX 37

Questionnaire 1 37

Questionnaire 2 38

QUESTIONNAIRE 3 39

ACTUAL SERVICES LEVEL 39

QUESTIONNAIRE 4 40

ACKNOWLEDGEMENT

The time that I have spent for my Dissertation Project has been very fruitful and I have heartily enjoyed my project. My successful completion of the project is indebted to all those who helped, whether through their comments, feedback or suggestions. My experience with them has been enriching and...