Identify successful sales and Marketing strategies that affect customer loyalty in a small coffee shop

Huang, Yijia and Wood, Brent (2017) Identify successful sales and Marketing strategies that affect customer loyalty in a small coffee shop. Applied Management Conference, Wintec, Hamilton, New Zealand, 30-31 October 2017.

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Abstract or Summary

For the small business such as coffee shop, identify successful marketing strategies to improve their customer satisfaction when developing effectiveness promotion activities, developing competitive pricing strategies, improving customer service quality and product quality control can be crucial for the start-up business. As this research aims that seeking appropriate marketing strategies for Impresso Café Eatery Catering to developing customer loyalty programs. In order to collect accurate data from the research, it was looking at literature studies of customer loyalty programs from other businesses. Also, using questionnaire research as a primary information to collect customer personal feeling with the products quality, service quality, promotion activities and price provided by Impresso Café Eatery Catering. As questionnaire research, it has completed by random 50 customers in Impresso café. From the result of the questionnaire, there are over 80 percent have high expectation on the service and product quality and they also claimed that appearance and attitude of staff when they require assistance are significant elements that can influence their purchase decisions. And the research result shows that the younger customers tend to proper price and not quite care about the service quality. This research clarifies the relationship between customer loyalty and successful marketing strategies. Also, all of the findings from this research will be used for help Impresso Café Eatery Catering planning and control their future marketing strategies performance. When Impresso café improving their customer service quality and developing promotion activities, the questionnaire results from customers need to be considered for enhancing their competitive advantage in the market. Furthermore, this research provides recommendations for Impresso café further development.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:sales, marketing, customer service, cafe
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6021
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Deposited On:20 Jul 2018 03:25
Last Modified:20 Jul 2018 03:25

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