Mémoire-projet

Abstract

This thesis examines the mechanisms influencing customer loyalty in the B2B professional coffee market through the case of Charles Liégeois Roastery. The research focuses specifically on two strategic customer segments: Hospitality (HORECA) and Companies. The study aims to understand how different dimensions of the company’s B2B value proposition contribute to customer loyalty, acquisition, and commercial development. The research is based on a qualitative exploratory methodology using semi-structured interviews conducted with professional clients and prospects in Belgium and Luxembourg. The analysis identifies several key dimensions influencing loyalty: perceived service quality, digitalization, branding, perceived price, offer adequacy, sustainability, and communication. The findings reveal that perceived service quality is the most important loyalty driver in both segments. Responsiveness, technical support, delivery reliability, and operational continuity strongly influence customer satisfaction and retention. Digitalization is appreciated when it simplifies processes and reduces customer effort, although expectations vary according to company profile and organizational culture. Branding mainly acts as a signal of reliability and trust rather than prestige. Price is evaluated through a total value logic rather than through cost alone. Finally, the adequacy of the offer appears essential, as customer expectations differ significantly depending on business activity, positioning, and operational constraints. Based on these findings, the thesis proposes several managerial recommendations. More broadly, this research highlights the transition from a transactional approach toward a relational and service-oriented logic in B2B coffee markets, where customer loyalty increasingly depends on the ability to deliver global perceived value rather than product quality alone.