Since Starbucks entered the Chinese market, it has been deeply loved by consumers for its comfortable environment and high-quality services. It has even become a model for competitors and other service industries to imitate. However, the complaint of the consumer in the 'Middle Cup Incident' in 2016 and the voices on the Internet saying that they are suffering the same experience reminded Starbucks that is focusing only on customer satisfaction is no longer in line with the trend of the times.

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... his report uses a research method that combines primary data (in-depth interviews) and secondary data (data collection and analysis) to reveal the specific manifestations and causes of customer superiority, which is the next stage of customer satisfaction. This study found that (1) Customer superiority is a psychological enjoyment beyond satisfaction. (2) The formation of superiority is mainly due to the realization of vanity or customized needs. (3) Improving business performance by shaping customer superiority is generally applicable to the luxury goods industry or high-end-positioned catering and service business. Consumers will always pursue a higher level of pleasure, and in recent years, customization has become more and more valued by consumers. This report has made a preliminary conceptualization of customer superiority and hopes that future research can continue to enrich or refine the causes of customer superiority and put forward more practical suggestions from the operational level.