Research On Improving Customer Satisfaction Of Starbucks R Store In Chongqing

This article takes Starbucks R store in Chongqing as the research object,and uses PEST model,domestic and foreign customer satisfaction index model,7Ps marketing theory,and community marketing as the basic theories for the research.Referring to the operating characteristics of Starbucks R store,it analyzes the marketing environment and development level of R store.Through research methods such as questionnaire survey and literature review,it focuses on product connotation,service attitude,store staff value,brand image Analyze factors such as price cost and time cost to determine the factors that affect customer satisfaction at Starbucks R store,and construct a customer satisfaction evaluation model.Using Analytic Hierarchy Process and other methods to determine the weights of secondary and tertiary indicators,using SPSS software to summarize information and analyze reliability and validity of the survey results,and using fuzzy comprehensive evaluation method to evaluate customer satisfaction.Summarize the current satisfaction status and existing problems of R stores through evaluation,and provide strategies for improving customer satisfaction.The innovation of this article is to consider optimization measures around Starbucks’ product value,service value,establishment and maintenance of customer relationships,and cost savings.Based on the survey and analysis results,this article proposes strategies and suggestions for improving customer satisfaction at Starbucks R stores in Chongqing,mainly including:(1)enhancing product value;(2)Reduce the monetary cost of customers;(3)Enhance the value of store staff;(4)Reduce customer time costs;(5)Enhance the image value of the store;(6)Enhance the service value of the store.The results of this study make up for the shortcomings of current research on customer satisfaction in the catering service industry.Not only did it provide factual basis and reference for the improvement of customer satisfaction and market competitiveness of Starbucks R stores in Chongqing,but it also optimized the development of the entire catering service industry and effectively enhanced the core competitiveness of enterprises,providing reference.Under the severe market competition,further exploration is needed on how Starbucks R stores can seize the opportunities of the times and develop their enterprises.