The Role of Cultural Atmosphere in Enhancing Consumer Satisfaction of Small and Medium-Sized Beverage Catering Enterprises in Chongqing
Year: 2025
Type: article
Abstract: With the deep integration of consumption upgrading and the experience economy, small and medium-sized beverage catering enterprises in Chongqing are facing the severe challenge of intensified homogeneous competition. How to enhance consumer satisfaction amid fierce market competition has become the key to their survival and development. As a core element of the dining experience, the creation of cultural atmosphere directly affects consumers’ perception and evaluation of brands. Taking small and medium-sized beverage catering enterprises in Chongqing as the research object, this paper analyzes the changing trends in consumer demands for dining experiences, explores the significance of cultural atmosphere in the catering industry, and reveals the mechanisms through which cultural atmosphere influences consumer satisfaction, including its effects on consumer perception, emotional experience, and behavioral intentions. Furthermore, it proposes targeted strategies such as exploring Bayu culture, innovating spatial experiences, and organizing diverse activities, providing theoretical reference for empowering these enterprises with culture to enhance market competitiveness and consumer satisfaction, and helping them achieve differentiated development in the market.
DOI: 10.54097/mstt1m05
Authors: Xian Chen, Xuegang Zhan
Institution: Rajamangala University of Technology Rattanakosin
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414089502