Experiential Marketing – A case study of Starbucks

Abstract
We extend our heartfelt thanks to our instructor, Ling-Hui Hsu, Ph.D., the assistant professor of Department of English at ing !huan "ni#ersit$ %ho herein her expertise and

al%a$s pro#ide support and opinion for our stud$ at the leisure time, and %ith her professional skill and experience shared for us. Her #aluable suggestions helped all of us to appl$ and comprehend the theories and help us to get more details for our paper. &tarbucks is the top to become the most famous coffee chain store in the minds of customers. 'hese researchers attempt to find out %h$ &tarbucks has been able to gain a lead in coffee chains. 'his research aims at #erif$ing that the experiential marketing is not onl$ a theor$, but a practical strateg$ %hich can help an international coffee chain stabili(e the repurchasing rate of customers and reach operational success.

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Table of contexts
Abstract))))))))))))))))))))))))))))).......* !hapter +ne, -ntroduction *.* .ackground))))))))))))))))))))))))))./ *.0 oti#ation))))))))))))))))))))))))))...1

*./ Purpose of 'his &tud$)))))))))))))))))))))).2 *.1 3alue of 'his &tud$)))))))))))))))))))))))4 !hapter '%o, Literatures re#ie% 0.*!offee !hains)))))))))))))))))))))))))..5 0.0 arketing &trategies))))))))))))))))))))))....5 0./!ustomer 6elationship anagement))))))))))))))))...7 arketing &trateg$))))))))))...7

0.1&chmitt8s 2-&tages Experiential

0.2 !onsumer .eha#iors Anal$sis)))))))))))))))))........*1 0.4 !ustomer &atisfaction)))))))))))))))))))))).*2 0.5 !ustomer Lo$alt$)))))))))))))))))))))))...*4 0.7 &atisfaction Affects Lo$alt$)))))))))))))))))))...*4 0.9 H$pothesis))))))))))))))))))))))))))..*9 !hapter 'hree, $tholog$

/.* Participants)))))))))))))))))))))))))).0* /.0 Procedure)))))))))))))))))))))))))))0* /./ aterial)))))))))))))))))))))))))))...00

/.1 &tatistical 'reatment ))))))))))))))))))))))..00 !hapter :our, Data Anal$sis
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1.* 6eliabilit$ Anal$sis))))))))))))))))))))))).0/ 1.0 Demographic #ariable)))))))))))))))))))))).05 1./ 'esting h$potheses ......................................................................................)...07 !hapter :i#e, Discussion and !onclusion 2.* Discussion)))))))))))))))))))))).))))../0 2.0 :urther &uggestion)))))))))))))))))))))).)./2 6eferences Attachment*

CHAPTER O E ! TRO"#CT!O
$%$ &ackground

-n recent $ears the gro%th of coffee shops has been accelerating in 'ai%an. According to '!:A statistics, there %ere bet%een 2,7;; and 4,;;; coffee shops in each count$ of 'ai%an in 0;;2. Ho%e#er, more and more coffee chains such as &tarbucks, -s !offee, -kari and Dante ha#e established their distinct features. !offee chain stores ha#e resorted to effect gathering, selecting, using and retaining the rele#ant kno%ledge from the #aried t$pes of internal stakeholders and external sources to become more competiti#e <Da#id, 0;;5=. :urthermore, relation bet%een coffee chains marketers and customers is getting closer toda$. 'ransactional marketing or benefits marketing, focuses on price competition and indi#idual transactions <&tra(dina, 0;;;=. !offee marketing en#ironment is changing. arketers ha#e been using scientific strategies to determine their marketing strateg$.

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Experiential marketing emphasi(es customers8 action in marketers8 strateg$ making.

:igure*.*, 'he flo% chart of research processes

-n this research, the first step is to define the focus of the stud$. 'he second is an attempt to re#ie% literatures on experiential marketing. :ollo%ing the re#ie% is design of >uestionnaires. :inall$, data collected %ill be anal$(ed to explore ho% &tarbucks influences

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. it is belie#ed that the success of &tarbucks is not >uite straight for%ard as it seems.1=.. -n recent $ears. societ$ is a huge experiential machine. the logo of &tarbucks. Experience is the result of a certain product brings out people8s identit$ of that product and it 5 . &tarbucks uses experiential marketing as a case example to affect customer lo$alt$ in their products <Li.purchasing beha#ior of customers. ?o%ada$s. coffee has graduall$ accounted for a larger percentage in be#erage market. 0.=. &tarbucks has made it to the top to become the most famous coffee chain store in the minds of customers. 0. When it comes to coffee chain store.5. Ho%e#er. -t might be eas$ to name a couple of reasons behind the success of &tarbucks. 'hose coffee shops ha#e lots in common. $%' Moti(ation Experiential marketing is a stud$ of the gap bet%een the intended effect and actual response of customer. 'he pleasant experience through shopping process is the ma@or trend of the marketing in the future. 'hese researchers attempt to find out %h$ &tarbucks has been able to gain a lead in coffee chains. such as nice store design and good ad#ertising programs. 'he goods should contain the elements of experience and the process of shopping also needs <Liou. %hat comes to mind for most people is a goddess image. ore and more coffee chain stores are around in the cit$ to form fierce competition.

-t8 not based on traditional expectation. 'o minimi(e the selected range b$ focusing on the operation of Experiential arketing in one chosen coffee chain store. &tarbucks. and products. What has been created is true brand lo$alt$ from customer to gain the ultimate competiti#e ad#antage <6eichheld and &chefter. the Experiential arketing helps the marketer to demonstrate their st$le and taste and it is going to be the essential marketing strateg$ in the future. 'here is little information a#ailable on ho% experiential marketing is directl$ related to the coffee chain store &tarbucks. $%+ .=. -n sum.can totall$ sho% their st$le and taste. ost of the research conducted pre#iousl$ on &chmitt8s experiential marketing is related to hospitalit$.alue of T*is Study 6 . 0. marketing team. $%) Purpose of T*is Study Experiential marketing is an interaction among customers.. the other coffee chain stores ha#e been excluded in our research.. 'he purpose of this research is to explore the relationship bet%een the reasons for customers8 lo$alt$ to &tarbucks and the theoretical concepts of &chmitt8s experiential marketing so as to determine %hether experiential marketing can be used to explain &tarbucks8 success.

7=. 0.. 0. According to studies. 'he ke$ concepts of experiential marketing are to include customers in decision making and put customers as the focus in strategies forming. CHAPTER T-O .5=. select.5=.!E- '%$ Coffee C*ains Each &tarbucks chain insists on gi#ing consistent >ualit$ ser#ice. 'his research aims at #erif$ing that the experiential marketing is not onl$ a theor$. but a practical strateg$ %hich can help an international coffee chain stabili(e the repurchasing rate of customers and reach operational success. coffee chains ha#e enabled the creation of large numbers of similar outlets that deli#er relati#el$ standardi(ed products and ser#ices in an efficient %a$ <Da#id.. use and retain the rele#ant kno%ledge from #arious t$pes of internal stakeholders and external sources <Da#id. 'he ke$ to competiti#eness is to effecti#el$ gather. People can #isit an$ coffee shop of the organi(ation and en@o$ the same products.!TERAT#RE RE.'he trend in experiential marketing has broken a%a$ from the traditional marketing strategies to create a ne% relationship bet%een customers and marketers <Arunde$. 0. 'he success of the 7 .. !offee chain means that e#er$ coffee shop of the organi(ation carries the same products and ser#ices.

price. customers are re%arded b$ Ethe bu$ one get one freeF campaign.. maintain= <Dalakota B 6obinson. 'ransactional marketing or benefits marketing. *999=. focuses on price competition and indi#idual transactions <&tra(dina. during anni#ersar$ celebration periods.. &tarbucks pro#ides a humani(ed leisure place %here customers can en@o$ the relaxing store atmosphere.*=. &trateg$ marketing is called the strategies of 1P8s -.=. 8 ..coffee chain is that the$ integrate the internal and external sources. and allocation of resources <Peter B Cames. and most of them simultaneousl$ <&tra(dina. '%) Custo/er Relations*ip Manage/ent !ustomer relationship management is related to customer life <ac>uire.product. -n order to compete %ith other coffee shops. man$ tr$ and offer to pro#ide a frame%ork for it. &tarbucks pro#ides some re%ards to customers fre>uentl$. promotion and place <!hiou B C$h-&hen. *975=. 0.. 0. 0. '%' Marketing Strategies A marketing plan contains a set of specific actions re>uired to successfull$ implement a marketing strateg$.. positioning. marketing mix. +nce relationship marketing starts to become a trend.=. enhance. :or example. arketing strateg$ determines the choice of target market segment.

*999=./=.'%+ Sc*/itt0s 12Stages Experiential Marketing Strategy Sense &ense marketing focuses on fi#e senses.F 'herefore. intensit$. &ensor$ s$stems code for four aspects of a stimulus. taste and touch <&chmitt. -f managed %ell. sense marketing makes it possible for customers to distinguish compan$ and product. smelling. a phenomenon that Louis !heskin called Esensation transfer.. associations. %hich are #ision. 'he satisfactions and @o$ from sense perception create not onl$ supplementar$ #alue for products but also experience of sense perception. 'he location of the receptor that is stimulated gi#es the brain information about the location of the stimulus. marketing personnel need to pa$ attention to the main elements. 0. st$les and theme. t$pe <modalit$=. 6eceptors send impulses in certain patterns to send information about the intensit$ of a stimulus. hearing. location. -n order to create a positi#e image. !ertain receptors are sensiti#e to certain t$pes of stimuli. it is often the sensor$ 9 . &enses are transducers from the ph$sical %orld to the realm of the mind. 'he #isual identit$ of a corporation or a brand is often the most important component in in#oking attitudes. stimulating customersG sense experiences and deli#ering #alues to customers. 'he duration of the stimulus is con#e$ed b$ firing patterns of receptors <Dolb B Whisha%. and duration. and customer responses.

ased on the &chmitt theor$. E-n contrast to moods. emplo$ees at a &tarbucks store %ould remember the names of customers and the preference of each fre>uent customer. E oods are inspecti#e states <&chmitt. 'he ke$ strategic ob@ects can moti#ate its8 customers to bu$ its product. *999=. p**7=.F .experience that attracts a customer to a corporation or brand and that needs to be considered in making a strategic decision. positi#e or negati#e feeling %ill affect the product or ser#ice %hich is consumed. *999.F :or example. basic emotion and complex emotions.asic emotions comprise the base of our affecti#e li#es. p*00=.F !learl$. e#en consumer can8t disco#er that. 'hat usuall$ makes consumers surprised and brings customers good feelings. . :or example. 3eel E:eel marketing is the strateg$ and implementation of attaching affect to the compan$ and brand #ia experience pro#iders <&chmitt. :or example. and @a(( music in a &tarbucks coffee shop. nois$ music in a coffee shop puts customers in a bad mood. and deli#er #alue to customers8 recognition. interior design. *999=. affecti#e experiences ha#e mood and emotion. According to &chmitt. *999. 'he ke$ success of sense experience is to assure consistent pro#ision of positi#e impressions and to create di#ersit$ <&chmitt. decoration. there are t%o t$pes of emotion. &uch a nice gesture is all the better since it is %as unexpected on the part of the customers. emotions are intense and stimulus-specific affecti#e states <&chmitt. ood ma$ occur in specific stimuli. such like 10 .

en#$. eager=. &chmitt suggested sixteen t$pes of consumption emotions. 'hen.chemical elements. *999. discontent. romantic. *999=.F &chmitt conclude the think principle to be. loneliness. !omplex emotions are blends and ost marketing-generated emotions are complex ones <&chmitt. @o$. 'hink marketing has the potential to tap into-and sometimes guide-ma@or Eparadigm shiftsF in societ$. optimism. a dose of intrigue and a smack of pro#ocation. &uch as anger. contentment. different cultures ha#e similar facial expressions.asic emotions can be found in e#er$ part of the %orld. lo#e. as people rethink old assumptions and expectations <&chmitt. !ustomers can find comfortable sofas and %armhearted ser#ice %hich make consumer feel good. combinations of basic emotions. T*ink E'he ob@ecti#e of 'hink marketing is to encourage customers to engage in elaborati#e and creati#e thinking that ma$ result in ree#aluation of the compan$ and products. sadness. -n &tarbucks. :or example. %orr$. shame. 'o surprise customers is important because it is the ke$ to customers8 creati#e thinking. a sense of surprise. fear. proud. p*/7=. excitement. intrigue led customer8s curiosit$ that the$ ma$ come up %ith %hat &tarbucks is and ho% it 11 . . and other items <gull$. peacefulness. &urprise creates delight and surpasses customers8 expectations. face to face interactions are important bet%een consumers and emplo$ees. !onsumers feel comfortable and relaxed %hen the$ enter the &tarbucks.

F Act experiences %ere mostl$ ignored in the traditional marketing. Ph$sical . What %as and %hat %ill beH -n short. When people refresh their expectations and assumptions. 'he main concept of Act experiences is based on three categories. -t %ill let marketer e#aluate their compan$ and products ane%. 'he essence of 'hink marketing is to appeal to customers8 creati#e thinking about a compan$ and its brands.od$ Experiences is that people8s flesh. such as 12 .%orks. :irst of all. 'hink marketing ma$ arouse customers8 different thinking to &tarbucks and can it be related to this marketing strateg$H Ho% and in %hat %a$ does &tarbucks %ant customers to rethink their products and ser#iceH ACT EA!' marketing strategies are designed to create customer experiences related to the ph$sical bod$. -t depends on %hat the marketer8s intention and %hat the goal is. longer-term patterns of beha#ior and lifest$les as %ell as experience occurring as a result of interacting %ith other people <&chmitt. a smack of pro#ocation got consumers8 attention and inspired them to discuss. :lesh is also a source for people to experience a sub@ect besides %hat $ou see and %hat $ou smell. intrigue is getting customers to think at times about the product and brand. Lifest$les and -nteract. 'here are eight points to Act marketing strategies. Ph$sical . p*21=. *999.od$ Experiences. motor actions and bod$ signals can affect and stimulate the ph$sical desires produced b$ en#ironment. -n the final phase.

Ein the marketing literature. preference and dislike.F 6elate connect %ith other group. People are a%are of approach and a#oidance. p*45=. 'hird. and ho% those suggestions affect our reactions <&chmitt. people8s beha#ior depends not onl$ on their outcome beliefs. +ne of the domains of motor actions is actions stimulated b$ the en#ironment. using role models and appealing to norms. *999. lifest$le refers to the person8s pattern of li#ing in the %orld as expressed in the person8s acti#ities <&chmitt. Relate E6elate marketing actions b$ relating the indi#idual self to the broader social and cultural context reflected in a brand <&chmitt. Lifest$les.getting a haircut. *999. a manicure or a massage. F &econdl$. An example of a medium could be bu$ing things online or in a retail store. otor actions demonstrate ho% people8s thoughts can be affected b$ non#erbal actions. domination and submission. and the other domain is the actions from inside the person. -nstead. p*42=. attitudes. Another example %ould be using e-book or read a real book. E-nteract do not occur in a social #acuum. 'he %a$ that marketers influence lifest$les is b$ inducing acting %ithout <much= thinking.od$ signals are a factor of e#olutionar$ actions since the da%n of man. *999. p*4/=. and intentions but also beliefs of reference groups and social norms <&chmitt.F 'he %ork that marketers should do is to sense and lead people to%ards the lifest$le experience. p*5*=. E. 13 .F 'he Act experiences are more focused on the medium. *999.

p 109=. the$ not onl$ describe identification but also contrast %ith another. the %hole groups. Ho%e#er. the strateg$ of marketing should be sensiti#e enough to approach customers and a#oid the taboo.F Another 6elated element is cross countr$ #alue. E'he purpose of relating to others seems to be moti#ated b$ a need for categori(ation and a search for meaning <&chmitt. 'he reason is that those spokesmen can be related to the customers8 life. 14 . &te#en Pinker <*995= defined t%o relations differences on Ethe lo#e of kin comes naturall$I the lo#e of non-kin does not <Pinker. p*52=.%hich include lifest$le. 6elationships ma$ form %ith kin relations or social roles. or more extensi#el$. :or example. 'he meaning of relate marketing is to make people relate to other indi#iduals. !ustomers can see the pop star that the$ are familiar spoke for the merchandiseI not the person %ho is from other countr$ that the$ barel$ kno%. e#en cultures b$ brand. *999. this outcome is not the most prominent in building relationship bet%een customers and brand. :or &tarbucks. *995. gender. the global enterprise Pepsi has been prudent in selecting the spokesmen from different areas or countries.F When people describe themsel#es in terms of certain indi#idual traits. -n different cultures. small tokens and treasure ha#e constantl$ been introduced to customers as gifts or sou#enirs to dra%n customers closer to &tarbucks. other ethnic groups.

/. 0. not @ust sell goods or ser#ices <&il#erman./= is. p7*=.F !ustomer satisfaction includes rational point of #ie% and emotional point of #ie%.. 0.5=.. 'he$ %ant to offer customers an experience. experiential %ork aims at selling the ser#ice %hich is closer to customers.. '%4 Custo/er Satisfaction 'he definition of customer satisfaction <Dotler 0.. 'he gap in#ol#es customer8s satisfaction formation in repurchase lo$alt$ <+lsen. 0. customers feel great and %ant to en@o$ the ser#ice again. customer satisfaction is the result of a series of ps$chological 15 . so the marketer %ould take it serious about the relationships bet%een compan$ and customers. After recei#ing the ser#ice.2=. 'he follo%ing are differences bet%een rational point of #ie% and emotional point of #ie%.. E!ustomer satisfaction is a person8s feelings of pleasure or disappointment resulting from comparing a product8s percei#ed performance in relation to his or her expectation <Dotler 0. Experiential marketing focuses not onl$ on selling goods but on customers8 feelings.4=. -n rational point of #ie%. Experiential %ork determines the suitable client ob@ecti#es that interact %ith the brand not as the marketing team had initiall$ expected <Liu. 6ather than selling brand onl$.'%1 Consu/er &e*a(iors Analysis arketers %ant to create an emotional attachment bet%een customers and %hat the$ are selling.

*97. HJrtel. and personal expectations of the product. *959=. '%5 Custo/er . -n emotional point of #ie%. customer satisfaction is an immediate emotional response of customers <La'our B Peat. *95/= %hile becoming less recepti#e to the competitor8s offerings <:it(ell. *970=. 0. consumers %ill ha#e satisfaction <Westbrook.oyalty A >uick indication of customer lo$alt$ is repeated purchase <?e%man B Werbel. *991= and trust.loemer B Dasper.. -f the performance transcends or is e>ual to pre#ious expectations. -n addition. *997=. after an initial experience of customer satisfaction <. What is often in#ol#ed is customer commitment <. customer satisfaction is achie#ed %hen consumers think the product or ser#ice recei#ed is be$ond their dreams in emotional point of #ie% <Westbrook.=.=.ennett. '%6 Satisfaction Affects .2=. *97. *992= re#eal that higher le#els of customer 16 . !ustomer satisfaction %hich is generated in the process of comparing the t%o cogniti#e <expectations and performance= is an e#aluation. 6ational point of #ie% of satisfaction defined the le#el of satisfaction is the indi#idual percei#ed performance.oyalty Cones and &asser <Cones B &asser.assessment results <!hruchill B &urprenant. B c!oll-Denned$.

According to +li#er.7. +li#er <*999= shifted the focus a%a$ from customer satisfaction to%ard another #ariable of interest.* &ix 6epresentation of &atisfaction and Lo$alt$ 'he rele#ant literature sho%s that the satisfaction-lo$alt$ relation is not %ell specified. -n both highl$ competiti#e and less competiti#e markets.7. :igure0. %hile onl$ those %ho are completel$ satisfied are more likel$ to bu$ again <Cones. but the repurchasing of a product despite situational influences that 17 . &ix of the man$ and di#erse possible associations of satisfaction and lo$alt$ are sho%n in figure 0.*. customer lo$alt$.satisfaction do not necessaril$ correspond %ith higher likelihood to repurchase a product or ser#ice. Cones and &asser find that customers %ho are merel$ satisfied are ne#ertheless prone to defection in high rates. *992=. lo$alt$ signifies not the repurchasing of a product.

consumers are theori(ed to become lo$al in a cogniti#e sense first. !ognition can be based on prior or #icarious kno%ledge or on recent experience-based informationI the depth of lo$alt$ is no deeper than mere performance.ha#e the potential to cause s%itching beha#ior. %hich reflects the pleasure dimension of the satisfaction !ommitment. *995=. or lo$alt$ based on brand belief onl$. :or satisfaction to affect lo$alt$. Affecti(e loyalty At the second phase of lo$alt$ de#elopment. fre>uent or cumulati#e satisfaction is re>uired so that indi#idual satisfaction episodes become aggregated or blended <+li#er. *999=. 'his commitment is to the intention to rebu$ the brand 18 . and finall$ in a beha#ioral manner <+li#er. still later in a cogniti#e manner. a liking or attitude to%ard the brand has de#eloped on the basis of cumulati#el$ satisf$ing usage occasions. Cogniti(e loyalty 'he next phase of lo$alt$ de#elopment stage %hich influenced b$ repeated episodes of positi#e affected to%ard the brand. -n +li#erGs <*995= frame%ork of lo$alt$ forming. then later in an affecti#e sense. Cogniti(e loyalty 'his stage is referred to as cogniti#e lo$alt$.

  !ustomer satisfaction affects the customer lo$alt$.and is more akin to moti#ation. it is h$pothesi(ed in 19 . -n ans%ering the abo#e h$pothesis. *972=. Action loyalty &tud$ of the mechanism b$ %hich intentions are con#erted to actions is referred to as Kaction controlK <Duhl B . :i#e senses and customer satisfaction ha#e positi#e correlation. . 'he action control paradigm proposes that this is accompanied b$ an additional desire to o#ercome obstacles that might pre#ent the act. '%7 Hypot*esis -t is h$pothesi(ed that the fi#e strategies module of experiential marketing %ould positi#e impro#e the relationship bet%een firms and customers.ut Ho% &tarbucks has emplo$ed the theoretical concepts of experiential marketing in promoting their productsH 'he follo%ing is the h$pothesis of this stud$. action inertia de#elops.eckmann. thereb$ facilitating repurchase. :urthermore. the researchers %ill examine %hether &tarbucks %orked %ell on relationship bet%een firms and customer. 'his engagement is repeated.

'he stud$ %as designed to test %hether customer satisfaction affects customer lo$alt$. and %hether fi#e senses and customer satisfactionare related. )%' Procedure 20 . C*apter T*ree Met*odology )%$ Sub8ect 'he purpose of our case stud$ is to examine ho% experiential marketing hasbeen %orking for &tarbucks.the current research that the fi#e strategies module of experiential marketing %ill help &tarbucks expand customers and re#enue.

And four >uestionnaires %ere discarded because their responses to one of the >uestions indicated that the$ had ne#er catered &tarbucks. )%+Statistical Treat/ent &tatistical anal$sis of correlation bet%een chosen #ariables based on h$pothesis %as tested b$ correlation coefficient. the sub@ect of this stud$ %as insured. each of %hich contains three to eight >uestions according to its categories . :inall$. gender. #oluntar$ respondents completed the >uestionnaire online. &ection '%o contains >uestions addressing respondents8 fi#e senses to%ard &tarbucks adapted from &chmitt8s fi#e strategies module of experiential marketing <see figure *=. *. We onl$ accept >uestionnaires from people %ho ha#e been to &tarbucks and purchased because it8s for sure that the$ had experience the ser#ices personall$ from &tarbucksI thus. 'he >uestionnaire %as in !hinese. &ection one asks respondents basic demographic information. Within t%o %eeks. )%) Material 'he >uestionnaire includes four sections. 'his >uestionnaires sur#e$ %as carried out from :ebruar$ 0*st to arch 1th. such as age. profession.. regression anal$sis %ill detected the predictabilit$ of data 21 . &ection three and &ection four tapped customer satisfaction and customer lo$alt$.'he >uestionnaire %as posted on :ree +nline &ur#e$ Luestionnaires 6esearch %ebsite.

'he sur#e$ use &P&& statistics *5.. A total of *.. CHAPTER 3O#R "ATA A A. 'he >uestionnaires %as base on &chmitt8s theor$ in *999.. #alid >uestionnaires %ere completed respond on-line. and the >uestionnaires %as applied to measure %hether Experiential arketing %ork on &tarbucks for the participants.to pro#e the abo#e interpretations. 'here included three sections. first section use 22 .9S!S 'he purpose of this stud$ is to in#estigate ho% Experiential arketing has been %orking for &tarbucks.

'o sum up. Auielford(*942).. 23 . -n this research../2 means it is moderate reliabilit$I if the is lo%er than .5 and .6eliabilit$ &tatistic anal$sis to the reliabilit$ of the research structures and pro#ides the e#idence of correlationI second section use Descripti#e &tatistic to anal$sis the sample of >uestionnaires.5 is lo% but acceptable boundaries #alue.. defined that if M bigger than .. -f the !ronbach8s M is higher. 'he scholars ha#e different opinions about ho% big is the #alue of !ronbach8s M %ill be defined as high reliabilit$./2 means the reliabilit$ is lo%. %ho defined M . -t also means the internal correlations tend to%ard consistenc$. 'hird section use !orrelation &tatistic and Aggression &tatistic to test h$pothesis. it means the correlation of the >uestions in the >uestionnaire is higher. it means the reliabilit$ is highI -f M is bet%een .5. ?unnall$(*957). and it also pro#ides the e#idence of correlation. -n the other hand. the !ronbach8s M is the coefficient to exam the internal correlation and to comprehend the reliabilit$ and satiabilit$. a scholar. the correlations bet%een the same groups of participants in the same >uestionnaires %ould ha#e the same result.. +%$ Reliability Analysis 'he purpose of reliabilit$ anal$sis is to test the reliabilit$ of the research structures. a scholar. if the timing and fre>uenc$ are different.

0. 'hink M N .-n this 6eliabilit$ Anal$sis <see table 1. 'he coffee aroma in &tarbucks makes me feel relax.701. 2. .go to &tarbucks so .. :or me &tarbucks coffee means good coffee. 'he result sho%s that the >uestionnaire is internal correlation and reliabilit$. 6elateN . &tarbucks affect me the fre>uenc$ of drinking coffee. Reliability Analysis 3ariables &tages ?o. &ense M N . :eelN . . !ustomer satisfaction #ariable of !ronbach8s internal correlation.7. .7. 'he food in &tarbucks delicious. M N .feel it is considerate that &tarbucks put a corrugate paper %ith the hot drink and tissue for cold drink. 1.like to go to Act *. Luestion 6eliabilit$ <!ronbach8s Alpha= . Purchase Experiences /.547.7/4. 'he Ca(( music in the &tarbucks store makes me feel good. M N .52.*. /.* &ense *.790. 'he drinks in &tarbucks taste good. 'he interior design in &tarbucks makes me feel comfortable.*=.52. !ustomer lo$alt$ #ariable of !ronbach8s internal correlation. 24 . 0. 4.feel pleasant %hene#er . purchase experiences #ariable of !ronbach8s internal correlation. 727. Act M N .

2. 0. 'he &tarbucks logo makes me think of the entrepreneur is ecofriendl$.usuall$ follo% information of 25 . 'he ser#ice of &tarbucks is better than %hat . .feel the atmosphere in &tarbucks is %arm. 2.think people %ho shop in &tarbucks ha#e the same taste. /. . When people mentioned about the coffee chain stores.think the b$products of &tarbucks are fashion and tasteful. &tarbucks is part of m$ life.feel the attitude of the staff in &tarbucks is nice. 'he seat is comfortable in &tarbucks. . 'he coffee bean that &tarbucks use arouses me the curiosit$ of coffee.expect. 0. . Purchase Experiences .%ould think about is &tarbucks. . 'he music in &tarbucks make me think about the happiness. 0.feel it is fast to pa$.701 . . 'hink *. :eel *.feel that &tarbucks coffee is real coffee. . -t is ne% for me that %e can ad@ust our coffee as a &tarbucks8 customer.feel the design of the light in the store is %arm. 1. 2. 1.feel the design of the light in the store is %arm. .727 /.&tarbucks.547 /. 4. 1. 4. . 6elate *. . the priorit$ store .

.%ant to @oin fan8s club on :acebook. .&tarbucks. 5.recommend m$ friends to go to &tarbucks. . 7. 26 .bought in &tarbucks is reall$ %orth it.feel &tarbucks is better than other coffee shop. 2. Assistants8 help in &tarbucks can al%a$s meet m$ expectation 'he products in &tarbucks can al%a$s meet m$ expectation. &tarbucks is m$ onl$ choice of bu$ing coffee &tarbucks8 product %orth to bu$ again and again. . 5. 1. !ustomer &atisfaction * 0 / 1 !ustomer Lo$alt$ *. /. .feel &tarbucks is a s$mbol of great ser#ice .%ant to participate in the coffee lecture.7/4 4. 'he product that . 0. +%' "e/ograp*ic (ariable Descripti#e &tatistic use #alid sample to test percentage and fre>uenc$ distribution of demographic #ariable and %hich are basic statistic anal$ses the sample distribute and structures.bought the membership card and using the bonus to exchange the free gift.790 .collect &tarbucks8 b$-products . 'able 1.* .%ant to bu$ coffee. &tarbucks is the priorit$ choice %hen .

94 1.95 49. 1 5 7 1 2 Percentage (%) 21. relate= and 27 .04 */.99 0.21O=.'he sur#e$ <see 'able 1. act.04O=.94 4.-/1 /2-/9 1. students <49.0 !ategor$ :re>uenc$ 22 14 .14O= and 14 female <12. think.9* .0 re#eals that most participants %ere in their t%enties <51.'able 1..92 +%) Testing *ypot*eses H*. * / 5.-01 02-09 /.90 /. sense. . *. .ariable 3ariable Aender Age ale :emale "nder *1 *2-*9 0.21 . .14 12.-11 +#er 12 +ccupation "nemplo$ed &tudent Public-ser#ice 'echnolog$ !ommercial -ndustr$ &er#ice +thers 'able 1. 0 52 *1 9 ./*O=. :i#e senses and customer satisfaction ha#e positi#e correlation 'he second h$pothesis test %hether the fi#e senses <feel./* /.74 7.9/ 5.0= %as made up of 22 males <21. 3re:uency "istribution of "e/ograp*ic .97 51.

. A O.2. :N7.2. 'hird results of regression anal$sis sho% that relate predict customer satisfaction. <!onstant=. mean satisfaction 'able 1.a a.* <see 'able 1. <!onstant=. four senses b. act= together predict customer satisfaction..1=.a 0*. p P . Dependent 3ariable.4/2 .2=...7 a.4/2.Ab odel * 6egression 6esidual 'otal &um of &>uares *9...&econd results of regression anal$sis sho% that the four senses <feel.customer satisfaction ha#e related positi#el$ 'he results of a regression anal$sis sho% that the fi#e senses together predict customer satisfaction #er$ %ell.97* *9.0/7 : 7.519 df * 92 94 ean &>uare : &ig.4*/ 1*.519 df * 92 94 ean &>uare *9.1 28 . Predictors.* <see 'able 1.547 1*. p P . p P . ..59./ A O. Predictors. fi#e senses b. FN*..97* *..*/2 00. .. mean satisfaction 'able1.0. sense./79 &ig.. think../79.* <see 'able 1. Dependent 3ariable...Ab odel * 6egression 6esidual 'otal &um of &>uares 0*.*/2 ../=. :N*07.

People %ere got together to a group b$ &tarbucks %hich is different from another group.59.50/ 1*. H* :i#e senses and customer satisfaction ha#e positi#e correlation is accepted. mean satisfaction 'able 1.4 sho%s the result of a agression %hich compare of the three items. :N*.ase on &chmitt8s theor$. relate= together predict customer satisfation.4/2. researchers found that relate has more positi#e correlation %ith customer satisfaction than fi#e senses. act..2 'he table 1. :rom >uestionnaires. the fist item is four senses<feel.think people %ho shop in &tarbucks ha#e the same taste./79.F -t means that relate pla$ an important role in Experiential satisfaction.*75 a..04 *5...a 01. :N7.. . there ha#e high agreement about that E&tarbucks is parts of m$ lifeFI E. think. . Predictors.04 *07. mean related b.2. sense. :rom : #alue of the regression anal$sis. <!onstant=. sense. ?ext item is fi#e senses <feel. Dependent 3ariable.59. act= together predict customer satisfaction. think.'he final item is relate predict customer satisfaction.. arketing means that relate is more positi#e influence customer 29 . :N*07.519 df * 92 94 ean &>uare : &ig. ..A?+3Ab odel * 6egression 6esidual 'otal &um of &>uares 01.

'he first h$pothesis states that customer satisfaction affects customer lo$alt$. !ustomer satisfaction affects the customer lo$alt$..452...2. p P .59.. 'able 1. 95 * QQcorrelation is significant at the .*.452QQ . the t%o #ariables increase or decrease together <see 'able 1. With an anal$sis of correlation..4 P P.. 'hat is. the results sho% that the t%o #ariables ha#e a positi#e correlation.Analysis of regression Predictors . r N .* le#el <t%o-tailed=。 'able 1.. 95 95 * mean lo$alt$ .. <0tailed= ? mean lo$alt$ Pearson correlation &ig.5 30 ....../79 *. <0tailed= ? 95 . "ependent .* H0.ariable 3 Sig% :our senses and !ustomer satisfaction :i#e senses and !ustomer satisfaction 6elate and customer satisfaction 7.5= Correlations mean satisfaction mean satisfaction Pearson correlation &ig..4/2 *07.452QQ .

&E s <&trategic Experiential marketing. accepted V V +ur research found that &chmitt8s 2-&tages Experiential arketing &trateg$ and 31 . customer satisfaction and lo$alt$ are positi#e correlation. H0. odules= of experiential H$pothesis H*. !ustomer satisfaction affects the customer lo$alt$. 'herefore. 6esearchers %ill make conclusion %hich based on the data anal$sis in chapter four and gi#e direction to future research.#S!O 'he research focused on consumers8 satisfaction.CHAPTER 3!. :i#e senses and customer satisfaction ha#e positi#e correlation. consuming experience and customer satisfaction to &tarbucks as the main sub@ect.E "!SC#SS!O A " CO C. 1%$ "iscussion 'he &chmitt8s experiential marketing strateg$ indicates customer satisfaction and made consumers lo$alt$ further.

Ps$chical experience -n according to the stud$ of . he thought EemotionF is a factor %hich is more important than per#ious recognition to commercial bu$ing beha#ior. +n the other hand. . 'hink..2=. 3eel 32 . A. According to &chmitt8s experiential marketing strateg$ definition. if customers8 lack of recognition for &tarbucks. 'he researcher separated them into t%o parts. 'he other one isEPs$chical experienceF including 'hink and 6elated. the$ ma$ purchase products of other coffee chains.ennett et al <0. :eel.customer satisfaction ha#e positi#e correlation. -t also results consistent in purchasing beha#ior to customers8 brand lo$alt$ Sense &ense is a strong image of a brand to keep strong emotions. Percepti#e experience About customers8 attitude to%ard &tarbucks. &o it definitel$ increases customers8 satisfaction. &tarbucks is the third place to go %ithout an$ pressure. if customers8 attitude to%ard &tarbucks is good.. :eel and Act. Expect home and %ork place. +ne isEPercepti#e experienceF including &ense. Act. the purchasing beha#ior is easier to be influenced. All of these customer experiences can make satisfaction e#en affects lo$alt$. and 6elate. there are fi#e stages about &ense.

2. Relate and custo/er satisfaction $'6%57< 'he :i#e senses expect 6elate is about personal experience. decoration and atmosphere creates good feelings on customers T*ink &tarbucks attracts consumers b$ acti#ities offering and arouse consumers8 association..Aood ser#ice such as music. -t8s helpful no matter the association ha#e positi#e correlation or not.* &ig.. Anal$sis of regression Predictors B Dependent 3ariable :i#e senses and !ustomer satisfaction :our senses and !ustomer satisfaction : *.. Relate People are getting together to be grouped b$ &tarbucks %hich is different from other groups of customers and it also sho%s people identif$ the culture #alue and products of &tarbucks. And then raises customers8 lo$alt$./79 P P. but if &tarbucks satisfies 33 .4/2 7.. Act &tarbucks can induce consumers to change their lifest$le to participate in &tarbucks and build long-term relationship %ith &tarbucks.

'he sense of 6elate affects customer satisfaction the most. 'he result indicated that Econsuming experienceF and Ecustomer satisfactionF ha#e positi#e correlation. 34 . Especiall$ our research found that so long as &tarbucks satisfied customers8 sense of 6elate of :i#e senses and the effect to satisfaction surpasses the effect of the rest senses to satisfaction. and the le#el of customer lo$alt$ increased as %ell. Adopt +ther &ampling techni>ue 'he research onl$ adopted con#enience sampling and >uestioned the participants on the -nternet to collected data. 1%' 3uture Suggestion A. -t also represented customers recogni(ed &tarbucks more. the personal experience of customers %ith &tarbucks is not onl$ created. but &tarbucks also group their customers %hich is different from other coffee chains8 customers. 'herefore.customers8 sense of 6elate. All the result about fi#e senses and customer satisfaction has positi#e correlation. E#en the rele#anc$ of 6elate to &tarbucks is be$ond the rele#anc$ of fi#e senses to satisfaction. &o it8s a sense of belonging in the same group of &tarbucks if &tarbucks satisfies customers8 sense of 6elate. choosing other rigorous sampling like stratified random sampling to approximate normal distribution for a sufficient large sample si(e on future research.

Emotions affect consumer beha#ior so it8s an unkno%n #ariable %hether the ne% logo ma$ change customers8 sense to%ard &tarbucks %hich the$ had alread$ kno%n. 'his issue can be a direction for future research. ?e% Logo for &tarbucks &tarbucks changed its logo and infuriate their lo$al customers... And %ithout brand name lettering. if &tarbucks can still make customers fast linking to %hom the$ are and %hat the$ sell. 35 .

:. C..1='he &tarbucks ..&.ilbert A. Peter 6. DicksonB Cames L. 1/*-1/5. F-ntrapersonal Affecti#e -nfluences on !onsumer &atisfaction %ith Products.est%ise.. and P.hatia<*999=. Rour &ecret Weapon on the Web. 6eichheld. EAn -n#estegation into the Determinant of !onsumer &atisfaction. William L. AnilB. !hurchill. The Journal of Marketing. 7*. . Pearson Education 6eichheld. trategic marketing anal$sis% Framework and practical applications.. P. . '. B ?anc$ !.=. 'he one number $ou need to gro%.1.F Cournal of !onsumer 6esearch. <*999=. 6.<*999=.F in Ad#ances in !onsumer 6esearch. Westbrook. 'he :ree Press. E!onceptual and ethodological -ssues in !onsumer &atisfaction 6esearch. 5 <Cun=. Cr. B !arol &urprenant <*970=. 2*. ?e% Cerse$..Ainter<*975=. ?e% Rork. . Wikie. <0. Association for !onsumer 6esearch. arketing anagement.. <*97.:. arketing &egmentation. toolbox Portal for !6 . <0.*st ed. <0.Experiential marketing-how to get customers to sense. Roadmap for uccess. Har#ard . 'hompson !. relate./=. *9<?o#=.ernd H. :. Product Differentiation and arketing &trateg$.rien. Ann Arbor -.usiness 6e#ie%. //-/1.hatia. Whence consumer lo$alt$H Cournal of arketing. feel./=. think. 19-21. 6. 'aipei. 1421. . ". act.B 6obinson. ar$ +li#er. L.Reference Latour.= SE-lo$alt$.*=.. Customer Relationship Management. 19*-2. Dalakota. &chefter <0.8 !ar"ard #usiness Re"iew.A. Dotler. 6obert A. Peat <*959=. +8. &chmitt. 4/. <*999=. !hiouBC$h-&hen <0.:.F Cournal of marketing 6esearch. *. Cul$-August.. pp.usiness .2-**/. &te#en A. .randsacpe And !onsumersG Experiences of 36 . *-*. 4 Ed.E-.

?o. 6etrie#ed December 00. C.ritish librar$ serials. edia. 6epurchase Lo$alt$ % The Role of . !anada. .1.n"ol"ement R"-&HE?A L-.2=. pp. !. HJrtel. 'raditional arketing. .ilogging in -nno#ation. + <0.= !ustomer lo$alt$ -s Rour "ltimate !ompetiti#e Ad#antage. &%i#el +lsen. &.ennett.rock. <0. -. Dainora Arunde$ <0..rand Lo$alt$ in a . . &te#en PinkerI Ho% the mind %orksI PenguinI *995I p 109 Attac*/ent 3igure $% Sc*/itt0s fi(e strategies /odule of experiential /arketing 37 .0/*16.5= 6eplication strategies. and C..9= Experiential marketing .html . a stud$ of coffee chains . The Romanian Economics Journal./1. c!oll-Denned$ <0./Tcustomer-lo$alt$-is-$our-ultimate.*.TT%%%... .5= Ps$cholog$B and atisfaction. Liu-&. . arketing.0. (+ . entertaining e"ents or a crucial part of the marketing mix.usiness-to-. D. Journal of Emeraldinsight.<0..'(. 6.7= Experiential arketing #s.Alocali(ation. Marketing )eek*05-07 "D.business-strateg$inno#ation.<0.usiness &etting ..95-*.*. .*//-*20 &tra(dina A. ?o accounting for taste.01. Journal &f Consumer Research. 6. &.. att Hein( <0./.comT0.randing Experiential 'aichung.5.5= A &tud$ of .4/*-410. <0. kno%ledge and attention. !reating 6ational and Emotional Liaisons %ith !onsumers. EExperience as a oderator of -n#ol#ement and &atisfaction on .F -ndustrial arketing anagement.rand%eek..unpublished doctoral dissertation.. Hauser. /59-/99.5=. 6etrie#ed from http. E. -+.*.T. Experiential Marketing.4=.. <0. E.. arketing Appl$ in !offee Estate.

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