Applying Service-Dominant Logic building the Brand Experience Model for a Chain Coffee Shop

Abstract

<p>面對競爭對手的快速成長與市場的高度競爭，連鎖咖啡店龍頭星巴克面臨優化品牌體驗的挑戰。本研究以消費者觀點運用根據服務主導邏輯，提出服務創新、社群媒體行銷、社會服務場域能營造連鎖咖啡品牌的品牌體驗，顧客對其品牌體驗的認知提升顧客參與。以便利抽樣方式進行網路問卷調查，有效問卷數為 317 份。研究結果指出社群媒體行銷和社會服務場域對品牌體驗有顯著正向影響，但服務創新則無顯著影響。品牌體驗正向影響顧客參與，並在研究模型中扮演部分中介角色。根據研究結果提出學術理論貢獻與管理意涵。</p> <p> </p><p>Leading coffee chain Starbucks faces the challenge of optimizing its brand experience in response to a rapid increase of competitors and a high level of market competition. This study applies service-dominant logic of consumer view, and proposes that study social media marketing, service innovation, and social servicescapes would create brand experience of a branded coffee shop, and then consumers’ perceived brand experience enhance customer participation. This study distributed an online survey by convenience sampling and collected 317 valid responses. The results indicated that both social media marketing and the social servicescape positively influenced brand experience. However, service innovation did not significantly influence brand experience. Furthermore, brand experience positively influenced customer participation and acted as a partial mediator in the research model. According to the above research results, the theoretical contributions and managerial implications are provided.</p> <p> </p>