Strategic CEM: Café Experience and Social Media
Link, Jason (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120224006
https://urn.fi/URN:NBN:fi:amk-2019120224006
Tiivistelmä
This thesis aimed to determine how cafés can improve customer experience management (CEM) through their social media marketing efforts.
The challenge for improving CEM for cafés through their social media marketing efforts lies in the history and background of cafés that have been centred around social engagement and exchange of ideas in a physical setting.
Qualitative secondary research was conducted through by collecting data from journals, websites, magazine articles from industry professionals and case studies.
After analysing the research, it was found that there are four main phases in the creation of CEM for café’ through social media channels. The framework created, in order of implementation include an awareness of the industry, creating a connection to the senses with online devices, creating deeper connections by encouraging communal online experiences and encouraging user generated comments, including online reviews.
Successful marketing campaign case studies that were analysed were found to have utilised the framework for improving CEM through social media channels and used all four levels of the framework to some degree. Because the framework is only a theoretical guideline it cannot be proven to what degree the success of those campaigns was coincidental.
The challenge for improving CEM for cafés through their social media marketing efforts lies in the history and background of cafés that have been centred around social engagement and exchange of ideas in a physical setting.
Qualitative secondary research was conducted through by collecting data from journals, websites, magazine articles from industry professionals and case studies.
After analysing the research, it was found that there are four main phases in the creation of CEM for café’ through social media channels. The framework created, in order of implementation include an awareness of the industry, creating a connection to the senses with online devices, creating deeper connections by encouraging communal online experiences and encouraging user generated comments, including online reviews.
Successful marketing campaign case studies that were analysed were found to have utilised the framework for improving CEM through social media channels and used all four levels of the framework to some degree. Because the framework is only a theoretical guideline it cannot be proven to what degree the success of those campaigns was coincidental.