Samenvatting

Bagels & Beans is a very popular franchise in the Netherlands with almost over 60 lunchrooms. It has a very simple and innovative concept. The managers of the five Bagels & Beans lunchrooms in The Hague where wondering why it has been a success since the beginning. The research question is: “What are Bagels & Beans’ success factors in The Hague according to the customer?”

To answer the research question different research methods has been used. First a lot of information has been gathered with desk research about customer satisfaction and customer loyalty. With a qualitative research ten customers where questioned about Bagels & Beans to find out how they thought about certain topics. Then finally an online survey was held to collect the opinion of the customers. 211 customers filled in the online survey.

According to the customers there are a few factors that make up success for Bagels & Beans in The Hague. The high quality of the bagels and drinks together with the cosy atmosphere and helpful staff are the success factors. And also, because it is accessible for a very large group of customers and the customers feel very welcome. It also is a place to escape daily stress and just relax. These factors together ensure the success of Bagels & Beans in The Hague. Bagels & Beans’ customers gave a score of 7,96. According the Customer Delight strategy customerloyalty can be increased by increasing customer satisfaction. The customers were a little dissatisfied, because of interior, hygiene and prices. To increase customer satisfaction these factors has to be improved. To ensure that the customers are enthusiastic new wow-factors such as soup, children’s menu and bagel campaigns will have to be introduced.

To increase loyalty and customer satisfaction Bagels & Beans is recommended to work more actively with storytelling. Also hygiene and interior has to be improved to increase the satisfaction and loyalty of the customers. Bagels & Beans is also recommended to involve the customers in new bagel campaigns, so the customers feel appreciated and important. Introducing new wow-factors such as soup, children’s menu and bagel campaigns will also increase satisfaction and loyalty. Finally Bagels & Beans is recommended to offer more menu’s such as “studentdeals”, because a lot of customers complained about the price.