S/M/195. Dissertation. Coffeebar experience and Customer Loyalty

The dissertation investigates the experience of Costa, Starbucks, Café Nero and Coffee Republic coffeebars. The background of coffee bar culture is described; literature is reviewed on the theories of branding, consumer behaviour, hierarchy of needs, customer loyalty, services marketing, etc. The main features of coffee bars are identified; employee-to-customer interactions are described; the issues of product and service quality are addressed. Deductive and inductive research methods are used on the basis of primary data (interviews, questionnaires, observations) and secondary data analysis. Conclusions are made about the managerial implications of the research findings.