Study on the Advantages and Disadvantages of the Coffee Experience Service Industry: Taking Starbucks as an Example

Zichun Wang

doi:10.6981/FEM.202602_7(2).0004

Authors

Zichun Wang

DOI:

https://doi.org/10.6981/FEM.202602_7(2).0004

Keywords:

Starbucks; Marketing Strategy; Consumer Experience; Perceived Price.

Abstract

In today's society where the demand for coffee is on the rise, Starbucks stands out among coffee companies. This article will take Starbucks as an example to explore the strengths and weaknesses of the coffee experience service industry and make assumptions and conduct research on the correlation between perceived prices and purchase intentions. The study was mainly conducted in the form of an online questionnaire survey (N=115), and individual interviews were conducted with those who answered in detail. Data analysis shows a positive correlation between perceived price and purchase intention. Starbucks coffee shops have an advantage in dining environment and staff service, but are slightly lacking in product innovation.

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References

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[2] Xiong, X.X. (2020). Analysis of the effect of Experiential Marketing at Starbucks' Shanghai Roastery. Thesis of Jiangxi University of Finance and Economics.

[3] Huang, J.C. (2024). Research on the Optimization of Starbucks' Experience Marketing Strategy in the Chinese market. Thesis of Hainan University.

[4] Wu, Y.Q. (2019). A Comparative study on the Impact of Price Presentation on Consumer Purchase Intention in Price Promotion. Thesis of Taiyuan University of Technology.