Personalizace zákaznické zkušenosti: Psaní jmen a vzkazů na kelímky jako nástroj budování značky Starbucks

This bachelor’s thesis examines the personalization of the customer experience at the Starbucks coffee chain, with a focus on writing names and messages on cups. The aim of the thesis is to determine the impact of this concept on the perception of the brand as a “Third Place” and how this interaction with the barista influences the customer experience. The theoretical section covers the experience economy, consumer psychology, personalization, and customization. It further specifies the concept of the Third Place and provides an overview of the Starbucks brand. The practical section is based on the interpretation of results from a research study conducted using semi-structured interviews and observation. Based on the research, it was found that a personalized cup evokes positive emotions in customers, particularly due to the presence of messages or drawings. Customers appreciate the authentic expression of interest from the barista in this concept and view this element as a thoughtful gesture. At the same time, certain risks were identified that could undermine the effect of personalization. Finally, recommendations were formulated to address the identified shortcomings.