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Date Submitted: 01/16/2011 11:56 AM
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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...