Engaging generation Z customers in coffee house industry : Comparative analysis of the Vietnamese and Finnish markets
Nguyen, Quynh (2020)
Nguyen, Quynh
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020111622933
https://urn.fi/URN:NBN:fi:amk-2020111622933
Tiivistelmä
This thesis concentrated on finding and analysing generation Z customers’ characteristics in coffee house industry,and on how to engage them into the services offerings and operation.Generation Z is expected to play an important role in all lines of industry as a promising group of customers, especially so for the coffee business. The thesis aimed at giving managers or senior officers a general view of generation Z customers’ behaviour during the purchase to pay process. By having a deep understanding of generation Z customers’ emands, companies can revolutionize customer relationship management and maximise business revenues costs and profits.
The theoretical part was divided into two sections:the description of generation Z and the coffee house industry in Vietnamese and Finnish markets. There were key elements that further clarify and support the main idea of how to retain this customer classification. In addition, the empirical study was a qualitative research with a semi-structured interview method. The interviewees were two managers with more than five years’ experiencein the coffee house service and two customers representing generation Z. The final result expressing the theory was given and integrated in the theoretical section.
In conclusion, generation Z was regarded to be the heart of most industries and businesses. It contributed as a primary part in demographic structure. Therefore, people belonging to this group generate new and dominant trends in the overall consumption. They can be considered as decision-makers who could manipulate the lifespan of the trends they themselves create. The behaviour of generation Z has strongly influenced the coffee business, forcing them to make a profound impression during the customer engagement process.In the practical research, all participants were conscious of the role of generation Z in coffee house industry and all of them have their own opinions in giving better experiences for generation Z. From both interviewees’ perspective, generation Z not only analyses what it buys,but also assesses consumption.
The theoretical part was divided into two sections:the description of generation Z and the coffee house industry in Vietnamese and Finnish markets. There were key elements that further clarify and support the main idea of how to retain this customer classification. In addition, the empirical study was a qualitative research with a semi-structured interview method. The interviewees were two managers with more than five years’ experiencein the coffee house service and two customers representing generation Z. The final result expressing the theory was given and integrated in the theoretical section.
In conclusion, generation Z was regarded to be the heart of most industries and businesses. It contributed as a primary part in demographic structure. Therefore, people belonging to this group generate new and dominant trends in the overall consumption. They can be considered as decision-makers who could manipulate the lifespan of the trends they themselves create. The behaviour of generation Z has strongly influenced the coffee business, forcing them to make a profound impression during the customer engagement process.In the practical research, all participants were conscious of the role of generation Z in coffee house industry and all of them have their own opinions in giving better experiences for generation Z. From both interviewees’ perspective, generation Z not only analyses what it buys,but also assesses consumption.