More than just coffee : enhancing the coffee experience through disneyization in Pakistan coffee shops

Abstract

The aim of this research thesis is to study the coffee culture of Pakistan in terms of the Disneyization Model developed and written by Alan Bryman. The paper will begin with a brief introduction of the topic, which will include the background of the research, research objectives and an overview of all the chapters. The review of literature will discuss the concept of customer value and more specifically the experiential customer value. Later on role of the disneyization elements will be studied in building up a unique and memorable experience for the customer. The Disneyization model talks about the incorporation of a cultural, historical or any other aspect in building up a theme of a place. It further explains the concept of dedifferentiation of consumption, which means the amalgamation of several institutions in one place. Merchandising specifically talks about offering copyrighted products to customers and lastly emotional labor discusses the employee-organization and employee-customer relationship. In-depth interviews have been used to analyze consumer perceptions and desire and supplier perceptions and commitment in building up a disneyized experience in the coffee houses of Pakistan. For the analysis of the in-depth interviews, themes and codes have been used. Analysis will highlight whether Pakistani coffee culture is ready for the implementation of The Disneyization Model or not. The research will conclude with recommendations, conclusion and reflections.