Samenvatting

Introduction
In comparison with other European countries, Starbucks is rather new on the Dutch coffee market. The Starbucks experience seems less exploited among the Dutch consumers. This thesis will demonstrate the effect of music and how music can convey the Starbucks experience in order to "engage" the customers with the brand. The research will verify the way a creative "Music Event" can contribute to reaching this goal by answering the central question: How can music contribute to conveying Starbucks' experience to the Dutch consumer?

Starbucks originated in the United States in 1971. The company introduced a new concept that became famous all over the whole world. The experience of drinking a luxury cup of coffee was combined with a comfortable environment. The brand experience of Starbucks is described as a "Second Home" in which a "sense of belonging" is important. The relaxed in-store atmosphere, customized quality coffee, good service, high level of Corporate Social Responsibility (CSR) and a warm flow of music in-store, are all considered important factors in creating this experience. Music has been a specific tool to "translate" the brand experience for years and Starbucks keeps developing this part of the experience by using new technology and networks to recommend their favourite music to the consumer. Customers agree that music can be used to create a suitable atmosphere for a "Second Home" experience. However, customer research demonstrates that this experience is not fully developed in the Netherlands. The most important reasons are: store location and the fact that Starbucks is a recent entry to the Dutch market.

Case studies demonstrate that other brands use music to create an interactive customer experience in order to engage their customers. The best way to put this into practice is by using a combination of virtual and physical settings. Social Media is considered an effective medium to communicate with the consumer in an interactive way. Theory on the "Experience Economy" demonstrates that by adding a "Meaningful Experience", a brand can distinguish itself from its competitors. A Meaningful Experience should consist of "flow" and aspects of "the four experiential realms". In addition the experience should be formed through co-creation, where the company and customers collaborate in the creation process. By analysing the findings at this point, sub question 7 was answered: What form should the Starbucks music event take? The music event was called "The Sing Your Own Song Event", and it is created by customers for customers. Qualitative and quantitative research demonstrates that customers are enthusiastic about the event. In their opinion the event suits the brand.

Conclusion
The conclusion answers the central question: How can music contribute to conveying Starbucks' experience to the Dutch consumer? Customers should be able to get in touch with a brand via a "Meaningful Experience". Both Starbucks and its customers agree that music is a suitable tool for creating a "Second Home" experience. The Sing Your Own Song Event is a "Meaningful Experience" concept and will contribute in engaging the customers to the brand experience; using music as an important tool.

Recommendations
Starbucks has slowly started to penetrate the Dutch market to a greater extent. Now is the right time to start the Sing Your Own Song Event, because the customers are still malleable. All ingredients for a Meaningful Experience were included in the event and participation is stimulated in order to have the desired customer engagement. By further developing a "Second Home" experience in the city centres, a perfect balance will be created between coffee-to-go and coffee-to-stay in Holland.