Customers’ Conscious Experience in a Coffee Shop

Starbucks™ Coffee Company has more than 21,000 stores in 65 countries and is the premier roaster and retailer of specialty coffee in the world. Starbucks’ slogan is that they strive to bring their customers exceptional experiences. The new trend in large international companies is to have a strong brand and serve customers in a special way. It is no longer customer satisfaction which is important but the customer experience, along with the products or services, which carries a lot of weight in customers’ final decision making. The purpose of this research was to examine the formation and measuring of customer experience in services in the B2C environment. This research was made with the permission of the management of the Starbucks™ Coffee Shop in Poznan, Poland. The research shows clearly the possibilities to improve the degree of customer experience as well as areas of the customer experience. The application was tested with a student group of 24. Furthermore, the test results and feedback gathered from the test group were used to verify and validate the usability and structure of the ontology and application created. The application operated well and the test group was satisfied with both the operation of the application as well as the collective results, which are presented in this research. Finally, some possible future actions relating to the customer experience are suggested.