Quality – A Factor for Increasing Competitiveness on the Romanian Cafe Market

Abstract

In any market, quality is an important competitive advantage that contributes to attracting and retaining customers. The cafe market in Romania is dominated by several international names and a number of local entrepreneurial businesses. To attract and satisfy customers, cafes apply various quality strategies. The study analyses the quality strategies applied to the Romanian cafe market and how customers perceive the quality of products and services on this market. Quantitative marketing research was carried out in order to achieve the objective of the paper.