Relationship marketing strategies among coffee franchisees

The objective of the research is to identify the marketing strategies implemented between a foreign franchise and a local coffee business, which allow them to maintain lasting and profitable relationships with their consumers. The research is descriptive, as it involves the description, recording, analysis and interpretation of the current nature and composition of the phenomena that describe the population through the use of relationship marketing. A total of 384 surveys were applied to consumers who regularly attend the Starbucks and Degas Café franchise. The results show that customers consume coffee more than three times a month, they go for the variety of products offered and the customer service. It is concluded that in coffee franchises the services and/or products that are marketed, the new offers, and customer satisfaction are of utmost importance to create a relationship of loyalty to the brand.

Autorentext

Oscar Laureano-Casanova est titulaire d'un doctorat en ingénierie des processus et des systèmes de l'université de Valladolid, en Espagne. Il est membre de l'IAENG. Il est actuellement professeur de recherche à la faculté d'ingénierie de Tampico de l'université autonome de Tamaulipas. Ses recherches portent sur les organisations industrielles.