Customer Experience in the Coffee World: Qualitative Research on the US Market

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Author(s): Patrizia de Luca (University of Trieste, Italy), Giovanna Pegan (University of Trieste, Italy)and Donata Vianelli (University of Trieste, Italy)
Copyright: 2020
Pages: 27
Source title: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Source Author(s)/Editor(s): Fabio Musso (University of Urbino Carlo Bo, Italy)and Elena Druica (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-1412-2.ch012

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter contributes to understanding the customer experience of the in-store environment by analyzing the business of coffee shops in the United States (U.S.) market. After a brief overview of the evolution of coffee shops and a short analysis of the management literature on coffee shops, in the last decade, the main findings of the qualitative research are presented. The chapter outlines the features of the U.S. coffee shop landscape and explores American consumers' perception of the coffee shop experience using the nethnographic research method. The results show a complex picture from the offer and the demand perspective that could also contribute to supporting coffee companies in managing customer experience strategy in the large and multicultural North American market.

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Customer Experience in the Coffee World: Qualitative Research on the US Market

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