Development of Recommendations for Improving Customer Experience on the Example of the Restaurant "Burzhuyka"

High level of competition, variety of goods and services, necessity of maintaining a high quality of service is just some factors that substantiate the using of new concepts of interaction with consumers. Customer experience management (CEM) is the one of this concepts. However, question of developing a methodology CEM taking into the characteristics of customer segments is relevant, despite the wide application and study of the concept. Master's dissertation is devoted to study of customer experience. The purpose of the master's dissertation is the development of CEM recommendations in the restaurant "Burzhuyka".At first, the concepts of customer experience were studied and existing concepts were analyzed. After analyzing the activities and goals of the company, there was developed a model of customer experience mapping taking into the characteristics of touch points of each customer segments (guests of the restaurant); Design of mixed research: qual → QUAN. In the first stage, in-depth interviews were conducted, which allowed to identify and select customers's touch points and to develop a questionnaire for restaurant's clients. Qualitative analysis was used for analysis of interviews. At the second stage, a survey of restaurant’s guests was conducted. Different statistical methods (frequency analysis, crosstabulation, cluster analysis) were used for the analysis of survey data. After segmentation of clients and data analysis, at the result there were identified existing problems of CEM for each segment, and then there were developed recommendations for their elimination. The practical significance of the research is that its results is used by the researched company to improve the customer experience of existing customers and to attract new ones.At the same time, the developed model CEM can be used to reserch improve customer experience in other companies in the restaurant business.