Consumer Satisfaction for Starbucks
Analysis and Possible Strategy
These authors contributed equally.
- DOI
- 10.2991/aebmr.k.220405.247How to use a DOI?
- Keywords
- Consumer Satisfaction; Starbucks; SWOT analysis
- Abstract
Starbucks has recorded one of the biggest success stories of the coffee brand since its entrance into the China market. However, many customers feel that Starbucks did not pay much attention to its customer satisfaction, especially in China market. The purpose of this study was to explore possible strategies for Starbucks to improve its consumer satisfaction, using literature reviews on brand image, word of mouth, and customer satisfaction. The SWOT analysis method was used in this paper to gather data and analyze Starbucks’ existing strengths, weaknesses, opportunities, and threats. According to the research analysis, this study found that Starbucks had several disadvantages in the following areas: high product price, average product quality, low customer satisfaction of individual unique products, insufficient understanding of customer feedback, poor service of individual stores, and insufficient advertising and marketing. This study concluded that Starbucks should focus on optimizing product and service quality to improve customer satisfaction, which partially met this study’s hypothesis that improving the Starbucks products and focusing on customer feedback can help Starbucks improve customer satisfaction.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Xingyue Liu AU - Yanyu Tang AU - Yidan Wang PY - 2022 DA - 2022/04/29 TI - Consumer Satisfaction for Starbucks BT - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) PB - Atlantis Press SP - 1475 EP - 1482 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220405.247 DO - 10.2991/aebmr.k.220405.247 ID - Liu2022 ER -