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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
Author Abel, Natalie
Department Department of Economics and Business
Institution Colorado College
Degree Type bachelor
Degree Name Bachelor of Arts
Type of Resource text
Digital Origin reformatted digital
Date Accepted 2009
Date Digitized 2009
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.
Keywords Specialty coffee industry
Customer loyalty
Rights Statement Copyright restrictions apply. Contact the author for permission to publish.
Extent 62 p. : ill. ; 29 cm.
Note (thesis) Senior Thesis -- Colorado College
Note (bibliography) Bibliography : p. 60-62
Language eng
OCLC Identifier 429256203
Handle http://hdl.handle.net/10176/coccc:1342
 
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Created: Fri, 20 Nov 2009, 09:03:40 MST Detailed History