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The Coffee Shop and Customer Experience: A Study of the U.S. Market
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Author(s): Patrizia de Luca (University of Trieste, Italy)and Giovanna Pegan (University of Trieste, Italy)
Copyright: 2014
Pages: 24
Source title:
Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch010
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Abstract
This chapter has the aim to improve understanding of the in-store customer experience in the retail environment by analyzing the business of coffee shops in the United States market with a specific focus on American and Italian chains. After a brief overview of the managerial literature on coffee shops, the main findings of the qualitative research is presented. In particular, this chapter outlines the features of the U.S. coffee shop landscape and explores American consumers' perception of the coffee shop experience using nethnography. The results show a complex framework from the offer and the demand perspective that could also contribute to supporting coffee companies in managing customer experience strategy in the American market.
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