咖啡體驗服務模式規劃實務

ASIA unversity > 管理學院 > 休閒與遊憩管理學系 > 博碩士論文 > Item 310904400/114272

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/114272

Title:	咖啡體驗服務模式規劃實務 Experiential Marketing Pattern of the Coffee Businesses
Authors:	梁瓊云 LIANG, CHIUNG-YUN
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	咖啡館;體驗流程;體驗經濟;咖啡體驗 Coffee industry;Experience process;Experience economy;Coffee experience
Date:	2020
Issue Date:	2022-12-14 09:12:47 (UTC+0)
Publisher:	亞洲大學
Abstract:	現代社會中咖啡已然成為人們不可或缺的飲品，四處可見不同類型的咖啡館，人們對於咖啡的要求也不僅限於味道上的品嘗，搭配的餐點、環境的舒適度也變成消費者評價的參考因素之一，然而回顧國內對於咖啡產業的相關文獻，鮮少以咖啡體驗策略模組之體驗教學實務設計做為實務型研究。本研究參考個人咖啡館結合咖啡產地到餐桌之教學體驗服務流程，設計一套用於非連鎖咖啡館之咖啡體驗流程，做為未來咖啡產業營運策略之個案。本研究採用半結構式訪談，以日月星舞咖啡莊園為對象進行深入訪談，並透過策略體驗模組與體驗媒介分析訪談內容，探討不同行銷方式與消費者體驗之間的關聯，最終設計出兩個體驗流程，包含咖啡體驗與店家體驗，咖啡體驗主要著重在讓消費者喜愛、認識咖啡，從種植咖啡開始，一路到加工、烘焙、沖泡與咖啡的呈現來讓消費者體驗，店家體驗的部分則以店家特色的展現為主，從咖啡館的裝潢特色、服務特色、創業故事的闡述、消費者的互動來著手，同時本研究設計之咖啡體驗流程也能用於咖啡產業未來人才的培育，不僅是店家可用於咖啡廳的體驗設計，也能讓有志於咖啡產業學習的人有一個努力的指引。 Coffee is an essential drink for people nowadays. You can see different types of coffee shop everywhere. People are even more demanding on a cup of coffee. The customers judge it not only by the taste of it, but also the meal comes along with it and the environment of the shop. However, when we look through the studies about coffee industry, they are mostly about analyzing the service procedures. There are hardly any studies aim for fixing or designing the service procedures. This research develop a coffee experience process of non-chain store coffee shops, based on the reference to the tourism factory and the service procedure of now existing coffee shop for starting up the coffee industry in the future.This research is based on the semi-structured interview on the owner of coffeeshen. The purpose of the study was to investigate the connection between different ways of marketing and customer experience through analyzing the interview by strategic experiential modules and experience providers. Eventually, there are two process to be designed, which include coffee experience and shop experience. Coffee experience focus on leading the customers to be familiar with coffee, which begins from planting coffee, all the way to processing, roasting, brewing and the presenting of a cup of coffee. On the other hand, shop experience is about showing the special of the vender, such as the decoration of the shop, features of services, story of the foundation and interacting with the customers. At the same time, the coffee experience process that is designed for this study could also apply on educating people who tries to develop the coffee industry. It is not only for the owners to apply on his own coffee shop, but also a direction for those who is interested in the coffee industry.
Appears in Collections:	[休閒與遊憩管理學系] 博碩士論文

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