Starbucks Customer Analysis

China as a large market attracts more and more foreign investors who settle the foreign brands into China. As a typical transition company, Starbucks cannot so successful without the strong management in customer relationship. Those strategies are mainly reflected in four parts: it provides unique products, which changes in different season and renew in special festival; The price are required as the same if get the rid of changing exchange rate; Starbucks is also a leisure place where people can chat, work and give free rein to them imagination; The popular activities online also promote the connection in customers and companies.

Through the analysis of Starbucks ' customer characteristics, customer satisfaction, customer loyalty, customer

The specific customer relationship management strategies have been verified by staff, their feedback will be collected and matched with the strategies in the literature review. In the part of customers’ questionnaire, their consumer behaviour and psychology have been investigated. The questionnaire administration has been considered in two ways: the one is that send the questionnaire to a person directly through social media, and the other is that interview customers by face to face in Starbucks. A voice recorder was used to record the detail of interview content so that reduced the error when collecting data. The final classification list includes four application strategies for CRM, which are the pricing criteria for the product, the quality, the location of the store, and the business motives. After the frequency analysis of the list, verify the effectiveness of the management

Horizontal comparison method is used to compare the impact of different themes on CRM applications. The interpretation of staffs and consumers are compared by vertical comparison.

3.7 Limitations

There are several limitations of the research, the first concern is the fact that the research is only undertaken in two cities of China; it might not represent the whole national condition. Second, the questionnaire is spread through the form of the network, so there is a vacancy for those who cannot operate the network, like the senior group. Thus the results of the questionnaire are unable to represent the response of all age groups.

3.8 Potential signification

One of the potential benefits is to understand the CRM experiences of Starbucks Coffee marketing firms and to expose the potential consumer behaviour. According to data analysis, other catering business can also apply the module of CRM to maintain the development of companies, and build a more valuable connection with customers. Furthermore, CRM system is beneficial to organize and sustain customers acquire information of