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1.2 Significance and PurposeCorner Coffee is established in the year of 2011.
It has been operating for 5 yearstill now. With the prosperity of coffee shops, about 5 other coffee shops sprung up inthree years. Faced with the growing competition, winning customers is winning theprofits.There are some difficulties for Corner Coffee’s development. Customersatisfaction has always been a key element of research. In the paper of Wuxiaolin(2006), the advocate efforts of publicity of regular customers often has three times higher than those of a shop itself. Therefore, customer satisfaction managementplays a significant role for the development of coffee shops.This paper will take Corner Coffee as a subject to have an empirical research inthe view of customer satisfaction. Based on the results from the research, this paperwill point out the defects of Corner Coffee and figure out measures to improvecustomer satisfaction accordingly.
1.3 MethodologyThis paper is based on ACSI model to investigate the customer satisfaction ofCorner Coffee. Before starting this paper, some previous background information hasbeen collected through interview. Besides, two questionnaires are designed to choosethe specific variables. Then based on the information and interview, the data collectedby questionnaires are analyzed by SPSS 19.0 and Excel 2007. Chapter Two Literature Review2.1 Customer Satisfaction
2.1.1 The definition of Customer satisfactionThe earliest study about satisfaction was led by Hoppe and Lewin in 1930s.Then, Cardozo (1965) firstly put forward the concept of ‘Customer Satisfaction’ intothe area of marketing. However, the massive researches about Customer Satisfactionsprung up in 1970s. Howard and Sheth (1969) explain customer satisfaction as acomprehensive psychological state that the rationality between what they put in andget back(p.18). Hempel (1977) considers customer satisfaction as a degree ofrealization of profits customers get from products or service in a paper called Theconceptualization and Measurement of Consumer Satisfaction and Dissatisfaction.Heregards customer satisfaction as a consistency of results between expectation andreality. Tse and Wilton (1988) defines the customer satisfaction that the customers’differences of evaluation is shown in the difference between customers’ actualfeelings and expectations(p.204-212). What’ more, Philip Koltler (2003) observes,“the customer is very likely to repurchase and even spread good word of mouth aboutthe company. High satisfaction or delight creates an emotional bond with brand orcompany, not just a rational preference “(p.62). Therefore, if a customer is in a lowlevel of satisfaction, he will refuse the consumption in Corner Coffee, even worse, hewill has bad influence on Corner Coffee’s reputation through bad mouth to his friendsand relatives.