How do self-service terminals in coffee shops impact the customer experience?
SONAR|HES-SO
- Genève : Haute école de gestion de Genève
147p.
Bachelor of Science HES-SO in International Business Management: Haute école de gestion de Genève, 2024
English
Self-service terminals are becoming increasingly prominent across industries, including retail and fast-food. However, their implementation in coffee shops introduces critical questions regarding their impact on customer experience, particularly in settings where human interaction and personalized service are key components. This study explores the balance between technological efficiency and the personal touch that defines the coffee shop experience, driven by the author’s background in retail and passion for the coffee shop industry.
Using a mixed-methods approach, the research combines surveys and interviews to assess the impact of self-service terminals. Surveys targeted various age groups to analyze customer perceptions and experiences, while interviews with baristas provided insights into the operational benefits and challenges associated with the technology. Secondary data from existing literature on self-service terminals and customer experience further supported the analysis.
The findings reveal that perceptions of self-service terminals vary by age group, though a majority of participants emphasized the importance of human interaction and personalized service. For customers seeking minimal engagement with staff, self -service terminals improved comfort and convenience. Additionally, the technology proved particularly beneficial for enhancing speed and efficiency in busy coffee shops and large chains where operational performance is a priority.
Ultimately, the study highlights the need for a customer-centric approach when integrating self-service terminals in coffee shops. While these systems enhance efficiency, they must be implemented thoughtfully to preserve the emotional and sensory elements of the customer experience. Businesses are encouraged to strike a balance between technological innovation and personalized service to maintain customer satisfaction and loyalty.
Using a mixed-methods approach, the research combines surveys and interviews to assess the impact of self-service terminals. Surveys targeted various age groups to analyze customer perceptions and experiences, while interviews with baristas provided insights into the operational benefits and challenges associated with the technology. Secondary data from existing literature on self-service terminals and customer experience further supported the analysis.
The findings reveal that perceptions of self-service terminals vary by age group, though a majority of participants emphasized the importance of human interaction and personalized service. For customers seeking minimal engagement with staff, self -service terminals improved comfort and convenience. Additionally, the technology proved particularly beneficial for enhancing speed and efficiency in busy coffee shops and large chains where operational performance is a priority.
Ultimately, the study highlights the need for a customer-centric approach when integrating self-service terminals in coffee shops. While these systems enhance efficiency, they must be implemented thoughtfully to preserve the emotional and sensory elements of the customer experience. Businesses are encouraged to strike a balance between technological innovation and personalized service to maintain customer satisfaction and loyalty.
- Language
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- English
- Classification
- Economics
- Notes
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- Haute école de gestion Genève
- International Business Management
- hesso:hegge
- Persistent URL
- https://sonar.rero.ch/global/documents/331125
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