A qualitative study on the drivers of customer satisfaction with mixue ice cream & tea in the Thai market

Abstract

This study explores the key drivers of customer satisfaction for Mixue Ice Cream & Tea in the Thai market using a qualitative research approach. As Chinese tea beverage brands increasingly expand into Southeast Asia, understanding the cultural, emotional, and experiential needs of local consumers becomes essential. Through in-depth interviews with ten Thai consumers, this research investigates five core dimensions influencing satisfaction: product quality, price perception, service quality, brand image, and cultural adaptation. Thematic and market feedback analyses reveal that while Mixue is appreciated for its affordability and product variety, it faces challenges in maintaining consistency, delivering premium service, and achieving deep cultural resonance. The findings suggest that low-price strategies alone are insufficient for long-term success in international markets. To enhance competitiveness and consumer loyalty, Mixue must prioritise standardised quality, improved service management, strategic brand positioning, and stronger integration of local cultural elements. This study offers practical insights for cross-cultural brand adaptation and contributes to the broader literature on international consumer satisfaction and market entry strategies.