Development of Customer Affection System Aimed at Increasing Loyalty among Both Customers and Employees

Abstract

This research aimed to develop an information-sharing system between customers and employees and utilize it for practical purposes. We named it the "Caffe System (Customer Affection System)," a system for sharing customer service notes and feedback to improve their satisfaction and loyalty and facilitate the sharing of customer information among employees. As a non-mainstream service, "message to customers" has been used by some stores. For example, Starbucks coffee provides with a particular message service to impress customers: providing the drink with a message or illustration. However, we have no way to know its specific impact on customer satisfaction and loyalty. In this study, we launched the "cup message card," since we conducted the demonstration experiments in a dine-in coffee shop. One of the focuses was to investigate the satisfaction difference between the "cup message card" and "conversation with clerks," which had already become one of the most mainstream service.