Customer Experience Management of Millennials in the Market of Restaurant Business in Moscow

The purpose of the thesis is to analyze customer experience management (CEM) and develop recommendations for improving it for millennial guests on the example of the restaurant in Moscow. The object of research is a restaurant in Moscow. The subject of research is the guests` customer experience in this restaurant. In the first chapter a desk study was conducted. It revealed the history of the development of "customer experience" concept, theoretical foundations of CEM were studied and the key concept of the thesis "customer touch points" was identified. The second chapter is devoted to the study of CEM methods used in companies. Both traditional research methods and more applied ones, such as mapping the client's journey and building the Kano matrix, were analyzed. The practical research of the thesis is devoted to the management of customer experience on the example of a popular restaurant. The main points of contact are considered. The survey of restaurant guests and the analysis of the data are carried out. According to the results of the survey and unformalized observation, the client's journey was formed, and the Kano matrix was built. Based on the results, recommendations for the CEM in the restaurant with a focus on the millennials generation are formulated.