Enhancing Customer Satisfaction in New-Style Tea Drinks Brands: A Case Study of Brand A
DOI:
https://doi.org/10.6981/FEM.202505_6(5).0012Keywords:
New-style Tea Drinks; Customer Perceived Value; Customer Satisfaction; IPA-revised Analysis.Abstract
Based on the Customer Perceived Value Theory, this paper takes Brand A as research object, which is a Chinese new-style tea drinks brand, and constructs a customer satisfaction evaluation system, then employs the Revised Importance-Performance Analysis (IPA-Revised Analysis) to carry empirical investigation. According to the survey results, the following strategies should be prioritized to enhance satisfaction: firstly, product diversification and innovation; secondly, service efficiency and quality improvement; thirdly, innovative promotion strategies; fourthly, strengthening emotional connections with customers; and last, preserving and passing social tea culture to bolster brand competitiveness.
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