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

Table of Contents

• Introduction
• The customer experience management (CEM) framework
• Determinants of customer experience (CX): The correlation between brand promise, word of mouth, expectations, and other drivers
• The customer experience journey
• The Starbucks experience survey
  • The local coffee-shop scene
  • Survey results
• Final thoughts and interpretations
  • Opportunities for the future
• Conclusion
• References

Objectives and Key Themes

This master's thesis aims to analyze the customer experience management (CEM) framework and its application at Starbucks in Cluj-Napoca. The study examines the correlation between brand promise, word of mouth, customer expectations, and other drivers of customer experience. It investigates the customer experience journey and the Starbucks experience in the local context, analyzing survey results and identifying opportunities for future improvements.

• Customer experience management (CEM) framework
• Brand promise and brand delivery
• Customer expectations and perceptions
• The impact of word of mouth on customer experience
• The local coffee shop scene and its influence on Starbucks

Chapter Summaries

• Introduction: This chapter introduces the concept of customer experience (CX) and its growing importance in business management. It highlights the need for creating unique customer experiences to ensure customer loyalty and brand success. The chapter discusses the evolution of the customer experience literature and emphasizes the relevance of examining leading brands like Starbucks to understand their performance and sustainability in the CEM framework.
• The customer experience management (CEM) framework: This chapter presents the theoretical framework of CEM, providing a comprehensive understanding of its principles and practices. It examines key elements of CEM, including the customer journey, touchpoints, and the importance of aligning brand promise with brand delivery. The chapter also explores the role of technology and data analytics in enhancing customer experiences.
• Determinants of customer experience (CX): The correlation between brand promise, word of mouth, expectations, and other drivers: This chapter delves into the factors that influence customer experience, exploring the relationship between brand promise, word of mouth, customer expectations, and other drivers. It examines the impact of various factors such as perceived value, service quality, and emotional responses on customer satisfaction and loyalty. The chapter also investigates the role of customer feedback and its implications for improving CX.
• The customer experience journey: This chapter focuses on the customer experience journey, mapping the various touchpoints and interactions that customers have with a brand. It examines the importance of each touchpoint and its contribution to the overall customer experience. The chapter discusses strategies for optimizing the customer journey and ensuring consistency across different touchpoints.
• The Starbucks experience survey: This chapter presents the results of a survey conducted to assess the Starbucks experience in Cluj-Napoca. It explores the local coffee-shop scene and analyzes survey data to understand customer perceptions of Starbucks in relation to brand promise, service quality, and overall customer satisfaction. The chapter identifies key strengths and areas for improvement based on the survey findings.

Keywords

This master's thesis focuses on the customer experience management (CEM) framework, brand promise, brand delivery, customer expectations, word of mouth, customer experience journey, and the Starbucks experience in Cluj-Napoca. It explores the relationship between these concepts and analyzes the impact of CEM on customer satisfaction and brand success.