Starbucks’Customer Brand Strategy

From Customer Satisfaction to Customer Superiority

DOI

10.2991/aebmr.k.210601.040How to use a DOI?

Keywords

Starbucks marketing strategy, Customer satisfaction, Customer superiority

Abstract

Since Starbucks entered the Chinese market, it has been deeply loved by consumers for its comfortable environment and high-quality services. It has even become a model for competitors and other service industries to imitate. However, the complaint of the consumer in the ‘Middle Cup Incident’ in 2016 and the voices on the Internet saying that they are suffering the same experience reminded Starbucks that is focusing only on customer satisfaction is no longer in line with the trend of the times. This report uses a research method that combines primary data (in-depth interviews) and secondary data (data collection and analysis) to reveal the specific manifestations and causes of customer superiority, which is the next stage of customer satisfaction. This study found that (1) Customer superiority is a psychological enjoyment beyond satisfaction. (2) The formation of superiority is mainly due to the realization of vanity or customized needs. (3) Improving business performance by shaping customer superiority is generally applicable to the luxury goods industry or high-end-positioned catering and service business. Consumers will always pursue a higher level of pleasure, and in recent years, customization has become more and more valued by consumers. This report has made a preliminary conceptualization of customer superiority and hopes that future research can continue to enrich or refine the causes of customer superiority and put forward more practical suggestions from the operational level.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiachen Gao
AU  - Jiajun Zhao
AU  - Jiaqi Chen
AU  - Tianyi zhuge
PY  - 2021
DA  - 2021/06/02
TI  - Starbucks’Customer Brand Strategy
BT  - Proceedings of the 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021)
PB  - Atlantis Press
SP  - 231
EP  - 238
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210601.040
DO  - 10.2991/aebmr.k.210601.040
ID  - Gao2021
ER  -