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- Title
Coffee Experience and Drivers of Satisfaction, Loyalty in a Coffee outlet- With special reference to "café coffee day.".
- Authors
Sathish, A. S.; Venkatesakumar, Ramakrishnan
- Abstract
The needs of an individual have changed drastically and the efforts to attain the need fulfillers can be traced to the ancient times of human origin. Customers always look forward to having a new and different experience when they walk into a store and once they fail to get so, disappointment takes over. Today, what people really desire are not products, but satisfying experiences. Experiences are attained through series of activities. The need of human interface is obvious in any service settings. Across the globe, researchers are employing their best efforts in understanding the expectations of customers from the retail outlets, and the levels of satisfaction among the shoppers. The present study has developed a conceptual framework for Customer Experience Management (CEM) and an instrument to measure CEM. The instrument has been tested in the context of customer's coffee experience at Café Coffee Day (CCD). PLS Method is used to test a model on Customer Experience in a popular coffee outlet. The findings include services offered by staffs and quality of products offered play higher importance in creating customer's coffee experience than other variables.
- Subjects
INDIA; CUSTOMER satisfaction; CUSTOMER loyalty; PURCHASING power; PRODUCT quality; TEENAGE consumers
- Publication
Journal of Contemporary Management Research, 2011, Vol 5, Issue 2, p1
- ISSN
0973-8266
- Publication type
Article