| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 103 === The pursuit of leisure activities and food tasting in Taiwan has led to the rapid growth of coffee market in recent years and also raise interests in marketing research. Most marketing studies are concentrated in discussing issues, such as consumer behavior or service quality and little research has adopted the owners’ view to observe or plan the steps of customer experiences. Hence, this study endeavors to track how coffee storeowners implement their experiential components into their business operation by the evaluation of three-step framework, such as pre-experience, participation and post-experience. The results may provide valuable insights for coffee storeowners to optimize and create better customer experiences and potential demands.
This study mainly uses case-study methodology to compare and analyze the experiential components between independent café and coffee chain stores. We conduct in-depth interviews from the owners of independent café and compared with existing evidences collected from secondary data by the experiential components derived from three-step experiential marketing.
Although independent café lacks of financial and physical resources compared to coffee chain store, the results show the owners can still take advantages of its flexibility by improving customer experiences derived from niche customer segments and unique styles from store environment. By means of creating differentiation and uniqueness, independent café thus brings different experiences to its customers, which separates itself from coffee chain stores as well as develops a group of loyal customers. In addition, both independent café and coffee chain stores should develop more variety of products and services and optimize the customer experiences during each visit. The pursuit of better customer experiences can help coffee stores to keep on attracting more customers and provide more varieties to the coffee market.
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