Graduate School of Business
Doctor of Business Administration (DBA)
Atmospherics, Coffee Shops, Customer Loyalty, Marketing, Comfortable
Business | Marketing
Dobill, Brittany, "Thematic Atmospherics within Small Coffee Shops: A Study" (2020). Doctoral Dissertations and Projects. 2485.
Coffee shops represent a popular form of business in today’s economy. Atmospherics represent a tool used within all types of businesses including coffee shops. Customer loyalty represents a key goal in marketing and business. Within this study, the researcher combined the topics of coffee shops, atmospherics, and customer loyalty. This study consisted of a qualitative case study exploring the impact of atmospherics within coffee shops and customer loyalty. The researcher conducted several interviews and observations during the field study. The main themes that emerged from the field study are comfortable, unique not a franchise, and reoccurring customers. Within this writing, the researcher will outline the problem, research questions, the methods utilized within the study, the field study, and the findings. The researcher found that employees of coffee shops and customers of coffee shops desired atmospherics related to comfort and uniqueness.