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| Title |
Determinants of customer loyalty in the specialty coffee industry : the differences between customer loyalty to an independent coffee shop and Starbucks
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| Author |
Abel, Natalie
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| Department |
Department of Economics and Business
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| Institution |
Colorado College
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| Degree Type |
bachelor
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| Degree Name |
Bachelor of Arts
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| Type of Resource |
text
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| Digital Origin |
reformatted digital
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| Date Accepted |
2009
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| Date Digitized |
2009
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| Abstract |
Customer loyalty is widely studied in both the goods and service industries; however, there has been very little customer loyalty research on an industry that combines goods and services. Studying the specialty coffee industry fills this gap. This study investigates the determinants of customer loyalty to an independent coffee shop and to Starbucks. I surveyed sixteen coffee shop patrons, eight from an independent Colorado Springs coffee shop called Pikes Perk and eight from the Starbucks located across the street. The study did not turn up much loyalty behavior at either coffee shop, however it did indicate several important factors in a customers decision of where to buy their coffee such as, convenience, ambiance, and the need to support an independent coffee shop.
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| Keywords |
Specialty coffee industry
Customer loyalty
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| Rights Statement |
Copyright restrictions apply. Contact the author for permission to publish.
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| Extent |
62 p. : ill. ; 29 cm.
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| Note (thesis) |
Senior Thesis -- Colorado College
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| Note (bibliography) |
Bibliography : p. 60-62
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| Language |
eng
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| OCLC Identifier |
429256203
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| Handle |
http://hdl.handle.net/10176/coccc:1342
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| Attached Files |
| Name |
Description |
MIMEType |
Size |
Downloads |
AbelThesis_A1b.pdf
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master |
application/pdf |
3.14MB |
0 |
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