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

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

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Oct 9th, 9:00 AM

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.

 

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