Author(s)

Yang Song ¹, Tachakorn Wongkumchai ²

Affiliation(s)

¹ MBA, Faculty of Management Science, Dhonburi Rajabhat University, Bangkok, Thailand
² Faculty of Management Science, Dhonburi Rajabhat University, Bangkok, Thailand

Corresponding Author

Yang Song

ABSTRACT

This study investigates the unique service experiences in the tea industry, with a focus on the Emeishan Zhuyiqing Tea Company as a case in point. As a trailblazer in the tea industry, Zhuyiqing has established a distinctive niche in the competitive market by adopting a unique service philosophy and operational approach. The company places great importance on every step of tea production, starting from the detailed management of tea gardens, the careful picking of leaves during harvest, the exact processing and production methods, to the ultimate sales process. It maintains strict standards and rigorous demands to guarantee the consistent high quality of its tea. Furthermore, to cater to the varied demands of consumers, Zhuyiqing provides customized services that boost customer satisfaction and loyalty. These services encompass engaging tea culture experiences and tailored gift packaging solutions, which resonate with consumers desiring unique and memorable interactions with the brand. Alongside these personalized offerings, Zhuyiqing Tea Company strategically combines online and offline marketing tactics to broaden its sales channels and enhance its brand recognition. This paper thoroughly examines the differentiated service strategy of Zhuyiqing Tea Company, extracts the core of its successful practices in the tea industry, and provides insightful guidance that can be beneficial for other tea businesses aiming to replicate its success.

KEYWORDS

Tea industry; Differentiated services; Emeishan zhuyiqing tea company; High standards; Personalized service; Online and offline marketing

CITE THIS PAPER

Yang Song, Tachakorn Wongkumchai, Service Experience as a Differentiator in the Tea Industry: A Case Study of the Emeishan Zhuyeqing Tea Company. Accounting, Auditing and Finance (2025) Vol. 6: 86-95. DOI: http://dx.doi.org/10.23977/accaf.2025.060112.

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