Abstract
Coffee chains are popular for offering various services to meet changing consumer demands. Today, consumers look for not only a quality cup of coffee but also a unique and memorable experience in different scenarios. To address the complexity of touchpoints, companies must adopt comprehensive experience thinking to develop suitable experience design. This study aims to build the experience design framework for the coffee chains industry by incorporating driving forces from literature, service providers, and consumers, understanding that consumers consider key driving forces in the dine-in and takeaway scenarios. The objectives of this research are: (1) To develop a structure of the driving forces for understanding the weight of key driving forces for consumers in the coffee chain industry. (2) To apply a structure of the driving forces, analyze the weight of the key driving forces based on different scenarios. The research results provide suggestions for services in different scenarios.
Keywords
Scenario, Experience design, Coffee chain, AHP
DOI
https://doi.org/10.21606/iasdr.2023.750
Citation
Zeng, Y., Tang, H.,and Chen, S.(2023) Weighting key driving forces of consumers choosing coffee chains in different scenarios, in De Sainz Molestina, D., Galluzzo, L., Rizzo, F., Spallazzo, D. (eds.), IASDR 2023: Life-Changing Design, 9-13 October, Milan, Italy. https://doi.org/10.21606/iasdr.2023.750
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
shortpapers
Included in
Weighting key driving forces of consumers choosing coffee chains in different scenarios
Coffee chains are popular for offering various services to meet changing consumer demands. Today, consumers look for not only a quality cup of coffee but also a unique and memorable experience in different scenarios. To address the complexity of touchpoints, companies must adopt comprehensive experience thinking to develop suitable experience design. This study aims to build the experience design framework for the coffee chains industry by incorporating driving forces from literature, service providers, and consumers, understanding that consumers consider key driving forces in the dine-in and takeaway scenarios. The objectives of this research are: (1) To develop a structure of the driving forces for understanding the weight of key driving forces for consumers in the coffee chain industry. (2) To apply a structure of the driving forces, analyze the weight of the key driving forces based on different scenarios. The research results provide suggestions for services in different scenarios.