Improvement of Customer Experience in Tea Industry: the Case of TWG Tea Company in Taiwanese Market

Student: Chien Yu-ying

Educational Programme: Marketing (Master)

Year of Graduation: 2019

Competing in the global market is difficult, each company is attempting to find solutions and make efforts to create revenue, to develop marketing strategies to differentiate them from their competitors and to strengthen their competitive advantages. We live in the era of experiential marketing, customers are not only focus on the products, but a unique experience with satisfaction. The objective of this study is to examine the most ideal customer experience in tea industry in Taiwanese market. Focusing on the target audience of TWG Tea company in Taipei city in the department store Taipei 101 and through the reviews of platform tripadvisor to understand customer experience.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses