การบริหารประสบการณ์ลูกค้าผ่านศูนย์กลางของตราสินค้าระดับโลกในกลุ่มธุรกิจบริการ

Abstract

The objective of this research aimed at studying customer experience management and its effectiveness through social hub of global brands in service business; which Starbucks and McCafé. 

The qualitative and quantitative method are used. Firstly, in-depth interview with Starbucks and McCafé Marketing Managers, including non-participant observation and documents analysis. Then, survey is conduction by selective data from 400 samples in Bangkok. The respondents are 18 to 60 years old.

The research reveals that business principle of Starbucks and McCafé emphasize on impression, quality, services, value and customers focus. Moreover, customer experience management strategy is used at shops in order to build experience from 5 senses to customers: 1) Sight such as stores’ decorations, packers, containers, furniture, lighting, the logo and employees 2) Scent such as scent of coffee and bakery 3) Taste such as taste of coffee, bakery and condiment 4) Sound such as coffee machine's sound and employees' voice 5) Touch such as packages' surface, furniture surface, temperature of coffee cups etc. All this, customers' satisfaction of overall experience management is high-leveled except sound satisfaction which is medium-leveled.

The survey's result shows that the frequency of service using has a low-leveled positively correlates with service satisfaction and customer loyalty with 0.01 statistically significant.   The customer' s satisfaction on experience management has a high­ leveled positively correlates with service satisfaction and customer loyalty with 0.01 statistically significant. In addition, satisfaction on sight experience is an influent factor toward service satisfaction and customer loyalty with 0.01 statistically significant.