Thesis (MID) - Cyprus International University. Institute of Graduate Studies and Research Interior Design Department

Includes bibliography (sheets 90-101)

ABSTRACT
The interiors of buildings are increasingly important in determining the meaning and
function of urban spaces in the modern era. The restaurant and cafe business in
Northern Cyprus has accelerated in recent years. When customers have so many dining
and drinking establishments to choose from, most Cyprus cafes agree that it is essential
to differentiate themselves. On the other hand, creating a relaxing and enjoyable
environment is increasingly important to customers. Success in this competition will
mostly depend on how well businesses are able to attract and retain customers, as well
as how well they promote their respective brands. Moreover, in today's highly
competitive market, brand identity is increasingly dependent on aesthetics.
Accordingly, the main problem that inspired this thesis was the inability of some café
owners to draw customers and succeed in this profession. This study's overarching aim
is to discover how effective café branding and contemporary design are at attracting
potential customers, as well as how those elements influence consumers' perceptions
of the brand and their loyalty to it over time. The standards for corporate identity and
interior design are refined in this thesis to better meet the needs of businesses and their
customers. To put it another way, the more attention is paid to the connection between
customers and the design atmosphere, the more effective the branding and interior
design will be. The significance of this research lies in the fact that it can guide cafe
owners in increasing the efficiency with which they attract customers and in
identifying the aspects that contribute to the uniqueness and variety of their businesses.
This study takes a mixed-methods approach, combining qualitative and quantitative
data. In addition, the thesis made use of café facility case studies. All of the examples
are compared and analyzed with the help of the comparative longitudinal study. This
study provides a comparison of six cafés, four local and two Internationals. This study
took place in four different cafes in the city of Famagusta, which is in the northern part
of Cyprus. Findings indicated that the cafe's branding efforts are increasing both its
name recognition and the number of customers who frequent the business. However,
cafes' ability to attract customers is mostly due to the care with which they're designed.
Therefore, contemporary design and branding are crucial to a cafe's performance and
customer attraction, and a cafe that succeeds in these aspects will likely outperform its
competitors.
Keywords: Brand Identity, Brand Image, Brand Space, Contemporary Design,
Customer Behavior, Customer Loyalty