.Most small businesses such as coffee shops are concerned with customer loyalty and satisfaction, and increasing profitability. Marketing strategy becomes important when customer loyalty is low. The aim of this research is to identify sales that affect customer loyalty in a small coffee shop and to investigate the relationship between effective marketing strategies and customer loyalty, using a survey of customers

Huang, Yijia

Wood, Brent

English

For the small business such as coffee shop, identify successful marketing strategies to improve their customer satisfaction when developing effectiveness promotion activities, developing competitive pricing strategies, improving customer service quality and product quality control can be crucial for the start-up business. As this research aims that seeking appropriate marketing strategies for Impresso Café Eatery Catering to developing customer loyalty programs. In order to collect accurate data from the research, it was looking at literature studies of customer loyalty programs from other businesses. Also, using questionnaire research as a primary information to collect customer personal feeling with the products quality, service quality, promotion activities and price provided by Impresso Café Eatery Catering. As questionnaire research, it has completed by random 50 customers in Impresso café. From the result of the questionnaire, there are over 80 percent have high expectation on the service and product quality and they also claimed that appearance and attitude of staff when they require assistance are significant elements that can influence their purchase decisions. And the research result shows that the younger customers tend to proper price and not quite care about the service quality. This research clarifies the relationship between customer loyalty and successful marketing strategies. Also, all of the findings from this research will be used for help Impresso Café Eatery Catering planning and control their future marketing strategies performance. When Impresso café improving their customer service quality and developing promotion activities, the questionnaire results from customers need to be considered for enhancing their competitive advantage in the market. Furthermore, this research provides recommendations for Impresso café further development

Wintec Research Archive

Identify successful sales and Marketing strategies that affect customer loyalty in a small coffee shop

Identifying successful sales and marketing strategies that affect customer loyalty in a coffee shop

http://researcharchive.wintec.ac.nz/6194/1/JAMRI%201(1)%20version%205%20including%20contents%20v3edCC%20v8.pdf

Identifying successful sales and marketing strategies that affect customer loyalty in a coffee shop

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Wintec Research Archive