Download Details thesis

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 Ming Chuan University who herein her expertise and
always provide support and opinion for our study at the leisure time, and with her
professional skill and experience shared for us. Her valuable suggestions helped all of us to
apply and comprehend the theories and help us to get more details for our paper.
Starbucks is the top to become the most famous coffee chain store in the minds of
customers. These researchers attempt to find out why Starbucks has been able to gain a lead
in coffee chains. This research aims at verifying that the experiential marketing is not only a
theory, but a practical strategy which can help an international coffee chain stabilize the
repurchasing rate of customers and reach operational success.
1
Table of contexts
Abstract…………………………………………………………………………….......1
Chapter One: Introduction
1.1 Background…………………………………………………………………….3
1.2 Motivation……………………………………………………………………...4
1.3 Purpose of This Study………………………………………………………….5
1.4 Value of This Study……………………………………………………………6
Chapter Two: Literatures review
2.1Coffee Chains…………………………………………………………………..7
2.2Marketing Strategies…………………………………………………………....7
2.3Customer Relationship Management…………………………………………...8
2.4Schmitt’s 5-Stages Experiential Marketing Strategy…………………………...8
2.5 Consumer Behaviors Analysis……………………………………………........14
2.6 Customer Satisfaction………………………………………………………….15
2.7 Customer Loyalty……………………………………………………………...16
2.8 Satisfaction Affects Loyalty…………………………………………………...16
2.9 Hypothesis……………………………………………………………………..19
Chapter Three: Mythology
3.1 Participants…………………………………………………………………….21
3.2 Procedure………………………………………………………………………21
3.3 Material………………………………………………………………………...22
3.4 Statistical Treatment …………………………………………………………..22
Chapter Four: Data Analysis
4.1 Reliability Analysis…………………………………………………………….23
4.2 Demographic variable………………………………………………………….27
4.3 Testing hypotheses ......................................................................................…...28
Chapter Five: Discussion and Conclusion
5.1 Discussion………………………………………………………….…………..32
5.2 Further Suggestion………………………………………………………….….35
References
Attachment1
2
CHAPTER ONE
INTRODUCTION
1.1 Background
In recent years the growth of coffee shops has been accelerating in Taiwan. According
to TCFA statistics, there were between 5,800 and 6,000 coffee shops in each county of
Taiwan in 2005. However, more and more coffee chains such as Starbucks, Is Coffee, Ikari
and Dante have established their distinct features. Coffee chain stores have resorted to effect
gathering, selecting, using and retaining the relevant knowledge from the varied types of
internal stakeholders and external sources to become more competitive (David, 2007).
Furthermore, relation between coffee chains marketers and customers is getting closer
today. Transactional marketing or benefits marketing, focuses on price competition and
individual transactions (Strazdina, 2000). Coffee marketing environment is changing.
Marketers have been using scientific strategies to determine their marketing strategy.
Experiential marketing emphasizes customers’ action in marketers’ strategy making.
3
Figure1.1: The flow chart of research processes
In this research, the first step is to define the focus of the study. The second is an
attempt to review literatures on experiential marketing.
Following the review is design of
questionnaires. Finally, data collected will be analyzed to explore how Starbucks influences
purchasing behavior of customers.
1.2 Motivation
Experiential marketing is a study of the gap between the intended effect and actual
response of customer.
Starbucks uses experiential marketing as a case example to affect
customer loyalty in their products (Li, 2007,). In recent years, coffee has gradually accounted
for a larger percentage in beverage market. More and more coffee chain stores are around in
4
the city to form fierce competition. Those coffee shops have lots in common. When it
comes to coffee chain store, what comes to mind for most people is a goddess image, the logo
of Starbucks. Starbucks has made it to the top to become the most famous coffee chain store
in the minds of customers. It might be easy to name a couple of reasons behind the success of
Starbucks, such as nice store design and good advertising programs. However, it is believed
that the success of Starbucks is not quite straight forward as it seems. These researchers
attempt to find out why Starbucks has been able to gain a lead in coffee chains.
Nowadays, society is a huge experiential machine. The goods should contain the
elements of experience and the process of shopping also needs (Liou, 2004). The pleasant
experience through shopping process is the major trend of the marketing in the future.
Experience is the result of a certain product brings out people’s identity of that product and it
can totally show their style and taste. In sum, the Experiential Marketing helps the marketer
to demonstrate their style and taste and it is going to be the essential marketing strategy in the
future.
1.3 Purpose of This Study
Experiential marketing is an interaction among customers, marketing team, and
products. It’ not based on traditional expectation.
5
What has been created is true brand
loyalty from customer to gain the ultimate competitive advantage (Reichheld and Schefter,
2000). There is little information available on how experiential marketing is directly related
to the coffee chain store Starbucks. Most of the research conducted previously on Schmitt’s
experiential marketing is related to hospitality. To minimize the selected range by focusing on
the operation of Experiential Marketing in one chosen coffee chain store, Starbucks, the other
coffee chain stores have been excluded in our research. The purpose of this research is to
explore the relationship between the reasons for customers’ loyalty to Starbucks and the
theoretical concepts of Schmitt’s experiential marketing so as to determine whether
experiential marketing can be used to explain Starbucks’ success.
1.4 Value of This Study
The trend in experiential marketing has broken away from the traditional marketing
strategies to create a new relationship between customers and marketers (Grundey, 2008).
The key concepts of experiential marketing are to include customers in decision making and
put customers as the focus in strategies forming. This research aims at verifying that the
experiential marketing is not only a theory, but a practical strategy which can help an
international coffee chain stabilize the repurchasing rate of customers and reach operational
success.
6
CHAPTER TWO
LITERATURE REVIEW
2.1 Coffee Chains
Each Starbucks chain insists on giving consistent quality service. According to studies,
coffee chains have enabled the creation of large numbers of similar outlets that deliver
relatively standardized products and services in an efficient way (David, 2007). Coffee
chain means that every coffee shop of the organization carries the same products and services.
People can visit any coffee shop of the organization and enjoy the same products. The key to
competitiveness is to effectively gather, select, use and retain the relevant knowledge from
various types of internal stakeholders and external sources (David, 2007). The success of the
coffee chain is that they integrate the internal and external sources.
2.2 Marketing Strategies
A marketing plan contains a set of specific actions required to successfully implement a
marketing strategy. Marketing strategy determines the choice of target market segment,
positioning, marketing mix, and allocation of resources (Peter & James, 1987). Once
7
relationship marketing starts to become a trend, many try and offer to provide a framework
for it, and most of them simultaneously (Strazdina, 2000). Strategy marketing is called the
strategies of 4P’s -- product, price, promotion and place (Chiou & Jyh-Shen, 2001).
2.3 Customer Relationship Management
Customer relationship management is related to customer life (acquire, enhance,
maintain) (Kalakota & Robinson, 1999). Starbucks provides a humanized leisure place where
customers can enjoy the relaxing store atmosphere. Transactional marketing or benefits
marketing, focuses on price competition and individual transactions (Strazdina, 2000). In
order to compete with other coffee shops, Starbucks provides some rewards to customers
frequently.
For example, during anniversary celebration periods, customers are rewarded by
“the buy one get one free” campaign.
2.4 Schmitt’s 5-Stages Experiential Marketing Strategy
Sense
Sense marketing focuses on five senses, which are vision, hearing, smelling, taste and
touch (Schmitt, 1999). Senses are transducers from the physical world to the realm of the
8
mind. Sensory systems code for four aspects of a stimulus: type (modality), intensity, location,
and duration. Certain receptors are sensitive to certain types of stimuli. Receptors send
impulses in certain patterns to send information about the intensity of a stimulus. The
location of the receptor that is stimulated gives the brain information about the location of the
stimulus. The duration of the stimulus is conveyed by firing patterns of receptors (Kolb &
Whishaw, 2003). The satisfactions and joy from sense perception create not only
supplementary value for products but also experience of sense perception.
If managed well, sense marketing makes it possible for customers to distinguish
company and product, stimulating customers' sense experiences and delivering values to
customers. In order to create a positive image, marketing personnel need to pay attention to
the main elements, styles and theme. The visual identity of a corporation or a brand is often
the most important component in invoking attitudes, associations, and customer responses, a
phenomenon that Louis Cheskin called “sensation transfer.” Therefore, it is often the sensory
experience that attracts a customer to a corporation or brand and that needs to be considered
in making a strategic decision. The key strategic objects can motivate its’ customers to buy its
product, and deliver value to customers’ recognition. The key success of sense experience is
to assure consistent provision of positive impressions and to create diversity (Schmitt, 1999).
For example, interior design, decoration, and jazz music in a Starbucks coffee shop.
9
Feel
“Feel marketing is the strategy and implementation of attaching affect to the company
and brand via experience providers (Schmitt, 1999, p118).” Clearly, positive or negative
feeling will affect the product or service which is consumed.
affective experiences have mood and emotion.
According to Schmitt,
“Moods are inspective states (Schmitt, 1999,
p122).” For example, employees at a Starbucks store would remember the names of
customers and the preference of each frequent customer. That usually makes consumers
surprised and brings customers good feelings. Such a nice gesture is all the better since it is
was unexpected on the part of the customers.
Mood may occur in specific stimuli, even
consumer can’t discover that. For example, noisy music in a coffee shop puts customers in
a bad mood.
“In contrast to moods, emotions are intense and stimulus-specific affective states
(Schmitt, 1999).”
Based on the Schmitt theory, there are two types of emotion: basic
emotion and complex emotions. Basic emotions comprise the base of our affective lives,
such like chemical elements. Basic emotions can be found in every part of the world.
For
example, different cultures have similar facial expressions. Complex emotions are blends
and combinations of basic emotions.
(Schmitt, 1999).
Most marketing-generated emotions are complex ones
Schmitt suggested sixteen types of consumption emotions. Such as anger,
discontent, worry, sadness, fear, shame, envy, loneliness, romantic, love, peacefulness,
10
contentment, optimism, joy, excitement, and other items (gully, proud, eager). In Starbucks,
face to face interactions are important between consumers and employees. Consumers feel
comfortable and relaxed when they enter the Starbucks. Customers can find comfortable
sofas and warmhearted service which make consumer feel good.
Think
“The objective of Think marketing is to encourage customers to engage in elaborative
and creative thinking that may result in reevaluation of the company and products. Think
marketing has the potential to tap into-and sometimes guide-major “paradigm shifts” in
society, as people rethink old assumptions and expectations (Schmitt, 1999, p138).”
Schmitt conclude the think principle to be: a sense of surprise, a dose of intrigue and a
smack of provocation. To surprise customers is important because it is the key to customers’
creative thinking. Surprise creates delight and surpasses customers’ expectations. Then,
intrigue led customer’s curiosity that they may come up with what Starbucks is and how it
works. What was and what will be? In short, intrigue is getting customers to think at times
about the product and brand. In the final phase, a smack of provocation got consumers’
attention and inspired them to discuss. It depends on what the marketer’s intention and what
the goal is.
The essence of Think marketing is to appeal to customers’ creative thinking about a
11
company and its brands. It will let marketer evaluate their company and products anew. When
people refresh their expectations and assumptions, Think marketing may arouse customers’
different thinking to Starbucks and can it be related to this marketing strategy? How and in
what way does Starbucks want customers to rethink their products and service?
ACT
“ACT marketing strategies are designed to create customer experiences related to the
physical body, longer-term patterns of behavior and lifestyles as well as experience occurring
as a result of interacting with other people (Schmitt, 1999, p154).”
Act experiences were mostly ignored in the traditional marketing. There are eight
points to Act marketing strategies. The main concept of Act experiences is based on three
categories, Physical Body Experiences, Lifestyles and Interact.
First of all, Physical Body Experiences is that people’s flesh, motor actions and body
signals can affect and stimulate the physical desires produced by environment. Flesh is also a
source for people to experience a subject besides what you see and what you smell, such as
getting a haircut, a manicure or a massage. Motor actions demonstrate how people’s thoughts
can be affected by nonverbal actions. One of the domains of motor actions is actions
stimulated by the environment, and the other domain is the actions from inside the person.
“Body signals are a factor of evolutionary actions since the dawn of man. People are aware of
12
approach and avoidance, preference and dislike, domination and submission, and how those
suggestions affect our reactions (Schmitt, 1999, p163). ”
Secondly, Lifestyles, “in the marketing literature, lifestyle refers to the person’s pattern
of living in the world as expressed in the person’s activities (Schmitt, 1999, p165).” The
work that marketers should do is to sense and lead people towards the lifestyle experience.
The way that marketers influence lifestyles is by inducing acting without (much) thinking,
using role models and appealing to norms.
Third, “Interact do not occur in a social vacuum. Instead, people’s behavior depends
not only on their outcome beliefs, attitudes, and intentions but also beliefs of reference groups
and social norms (Schmitt, 1999, p167).” The Act experiences are more focused on the
medium. An example of a medium could be buying things online or in a retail store. Another
example would be using e-book or read a real book.
Relate
“Relate marketing actions by relating the individual self to the broader social and
cultural context reflected in a brand (Schmitt, 1999, p171).” Relate connect with other group,
which include lifestyle, gender, or more extensively, other ethnic groups. However, this
outcome is not the most prominent in building relationship between customers and brand.
The meaning of relate marketing is to make people relate to other individuals, the whole
13
groups, even cultures by brand.
“The purpose of relating to others seems to be motivated by a need for categorization
and a search for meaning (Schmitt, 1999, p175).” When people describe themselves in terms
of certain individual traits, they not only describe identification but also contrast with another.
Relationships may form with kin relations or social roles. Steven Pinker (1997) defined two
relations differences on “the love of kin comes naturally; the love of non-kin does not (Pinker,
1997, p 429).”
Another Related element is cross country value. In different cultures, the strategy of
marketing should be sensitive enough to approach customers and avoid the taboo. For
example, the global enterprise Pepsi has been prudent in selecting the spokesmen from
different areas or countries. The reason is that those spokesmen can be related to the
customers’ life. Customers can see the pop star that they are familiar spoke for the
merchandise; not the person who is from other country that they barely know.
For
Starbucks, small tokens and treasure have constantly been introduced to customers as gifts or
souvenirs to drawn customers closer to Starbucks.
2.5 Consumer Behaviors Analysis
Marketers want to create an emotional attachment between customers and what they
14
are selling. They want to offer customers an experience, not just sell goods or services
(Silverman, 2005). Experiential marketing focuses not only on selling goods but on
customers’ feelings, so the marketer would take it serious about the relationships between
company and customers. Experiential work determines the suitable client objectives that
interact with the brand not as the marketing team had initially expected (Liu, 2006). Rather
than selling brand only, experiential work aims at selling the service which is closer to
customers. The gap involves customer’s satisfaction formation in repurchase loyalty (Olsen,
2007). After receiving the service, customers feel great and want to enjoy the service again.
2.6 Customer Satisfaction
The definition of customer satisfaction (Kotler 2003) is: “Customer satisfaction is a
person’s feelings of pleasure or disappointment resulting from comparing a product’s
perceived performance in relation to his or her expectation (Kotler 2003, p81).”
Customer satisfaction includes rational point of view and emotional point of view. The
following are differences between rational point of view and emotional point of view. In
rational point of view, customer satisfaction is the result of a series of psychological
assessment results (Chruchill & Surprenant, 1982). In emotional point of view, customer
satisfaction is an immediate emotional response of customers (LaTour & Peat, 1979).
15
Rational point of view of satisfaction defined the level of satisfaction is the individual
perceived performance, and personal expectations of the product. Customer satisfaction
which is generated in the process of comparing the two cognitive (expectations and
performance) is an evaluation. If the performance transcends or is equal to previous
expectations, consumers will have satisfaction (Westbrook, 1980). In addition, customer
satisfaction is achieved when consumers think the product or service received is beyond their
dreams in emotional point of view (Westbrook, 1980).
2.7 Customer Loyalty
A quick indication of customer loyalty is repeated purchase (Newman & Werbel, 1973)
while becoming less receptive to the competitor’s offerings (Fitzell, 1998). What is often
involved is customer commitment (Bloemer & Kasper, 1994) and trust, after an initial
experience of customer satisfaction (Bennett, Härtel, & McColl-Kennedy, 2005).
2.8 Satisfaction Affects Loyalty
Jones and Sasser (Jones & Sasser, 1995) reveal that higher levels of customer
satisfaction do not necessarily correspond with higher likelihood to repurchase a product or
16
service. In both highly competitive and less competitive markets, Jones and Sasser find that
customers who are merely satisfied are nevertheless prone to defection in high rates, while
only those who are completely satisfied are more likely to buy again (Jones, 1995).
Figure2.8.1 Six Representation of Satisfaction and Loyalty
The relevant literature shows that the satisfaction-loyalty relation is not well specified.
Six of the many and diverse possible associations of satisfaction and loyalty are shown in
figure 2.8.1.
Oliver (1999) shifted the focus away from customer satisfaction toward another
variable of interest: customer loyalty. According to Oliver, loyalty signifies not the
repurchasing of a product, but the repurchasing of a product despite situational influences that
have the potential to cause switching behavior.
17
For satisfaction to affect loyalty, frequent or
cumulative satisfaction is required so that individual satisfaction episodes become aggregated
or blended (Oliver, 1999).
In Oliver's (1997) framework of loyalty forming, consumers are theorized to become
loyal in a cognitive sense first, then later in an affective sense, still later in a cognitive manner,
and finally in a behavioral manner (Oliver, 1997).
Cognitive loyalty
This stage is referred to as cognitive loyalty, or loyalty based on brand belief only.
Cognition can be based on prior or vicarious knowledge or on recent experience-based
information; the depth of loyalty is no deeper than mere performance.
Affective loyalty
At the second phase of loyalty development, a liking or attitude toward the brand has
developed on the basis of cumulatively satisfying usage occasions, which reflects the
pleasure dimension of the satisfaction Commitment.
Cognitive loyalty
The next phase of loyalty development stage which influenced by repeated episodes of
positive affected toward the brand. This commitment is to the intention to rebuy the brand
18
and is more akin to motivation.
Action loyalty
Study of the mechanism by which intentions are converted to actions is referred to as
"action control" (Kuhl & Beckmann, 1985). The action control paradigm proposes that this is
accompanied by an additional desire to overcome obstacles that might prevent the act. This
engagement is repeated, action inertia develops, thereby facilitating repurchase.
2.9 Hypothesis
It is hypothesized that the five strategies module of experiential marketing would positive
improve the relationship between firms and customers. But How Starbucks has employed the
theoretical concepts of experiential marketing in promoting their products? The following is
the hypothesis of this study:

Customer satisfaction affects the customer loyalty.

Five senses and customer satisfaction have positive correlation.
In answering the above hypothesis, the researchers will examine whether Starbucks
worked well on relationship between firms and customer. Furthermore, it is hypothesized in
19
the current research that the five strategies module of experiential marketing will help
Starbucks expand customers and revenue.
20
Chapter Three
Methodology
3.1 Subject
The purpose of our case study is to examine how experiential marketing hasbeen working
for Starbucks. The study was designed to test whether customer satisfaction affects customer
loyalty, and whether five senses and customer satisfactionare related.
3.2 Procedure
The questionnaire was posted on Free Online Survey Questionnaires Research website.
The questionnaire was in Chinese.
Within two weeks, 100 voluntary respondents completed the questionnaire online.
We only accept questionnaires from people who have been to Starbucks and purchased
because it’s for sure that they had experience the services personally from Starbucks; thus,
the subject of this study was insured. And four questionnaires were discarded because their
responses to one of the questions indicated that they had never catered Starbucks. This
questionnaires survey was carried out from February 21st to March 4th.
3.3 Material
The questionnaire includes four sections, each of which contains three to eight questions
according to its categories :
21
Section one asks respondents basic demographic information, such as age, profession,
gender. Section Two contains questions addressing respondents’ five senses toward Starbucks
adapted from Schmitt’s five strategies module of experiential marketing (see figure 1).
Section three and Section four tapped customer satisfaction and customer loyalty.
3.4Statistical Treatment
Statistical analysis of correlation between chosen variables based on hypothesis was tested
by correlation coefficient. Finally, regression analysis will detected the predictability of
data to prove the above interpretations.
22
CHAPTER FOUR
DATA ANALYSIS
The purpose of this study is to investigate how Experiential Marketing has been
working for Starbucks. A total of 100 valid questionnaires were completed respond on-line.
The questionnaires was base on Schmitt’s theory in 1999, and the questionnaires was
applied to measure whether Experiential Marketing work on Starbucks for the participants.
The survey use SPSS statistics 17.0. There included three sections, first section use
Reliability Statistic analysis to the reliability of the research structures and provides the
evidence of correlation; second section use Descriptive Statistic to analysis the sample of
questionnaires. Third section use Correlation Statistic and Aggression Statistic to test
hypothesis.
4.1 Reliability Analysis
The purpose of reliability analysis is to test the reliability of the research structures, and
it also provides the evidence of correlation. To sum up, the correlations between the same
groups of participants in the same questionnaires would have the same result, if the
timing and frequency are different.
23
In this research, the Cronbach’s α is the coefficient to exam the internal correlation and
to comprehend the reliability and satiability. If the Cronbach’s α is higher, it means the
correlation of the questions in the questionnaire is higher.
It also means the internal
correlations tend toward consistency.
The scholars have different opinions about how big is the value of Cronbach’s α will be
defined as high reliability. Nunnally（1978）, a scholar, who defined α 0.7 is low but
acceptable boundaries value. In the other hand, Guielford（1965）, a scholar, defined that
if α bigger than 0.7, it means the reliability is high; If α is between 0.7 and 0.35 means it
is moderate reliability; if the is lower than 0.35 means the reliability is low.
In this Reliability Analysis (see table 4.1), purchase experiences variable of Cronbach’s
internal correlation, Sense α = .801, Act α = .750, Think α = .768, Feel= .824,
Relate= .858. Customer satisfaction variable of Cronbach’s internal correlation, α = .836,
Customer loyalty variable of Cronbach’s internal correlation, α = .892. The result shows
that the questionnaire is internal correlation and reliability.
Reliability Analysis
Variables
Stages
No.
Question
Reliability
(Cronbach’s
Alpha)
Sense
1.
The interior design in Starbucks
makes me feel comfortable.
.801
2.
The Jazz music in the Starbucks
24
store makes me feel good.
Act
Purchase
Experiences
Think
Feel
3.
The coffee aroma in Starbucks
makes me feel relax.
4.
The drinks in Starbucks taste good.
5.
The food in Starbucks delicious.
6.
I feel it is considerate that
Starbucks put a corrugate paper
with the hot drink and tissue for
cold drink.
1.
Starbucks affect me the frequency
of drinking coffee.
2.
For me Starbucks coffee means
good coffee.
3.
I feel pleasant whenever I go to
Starbucks so I like to go to
Starbucks.
1.
I feel the design of the light in the
store is warm.
2.
The Starbucks logo makes me
think of the entrepreneur is
eco-friendly.
3.
The coffee bean that Starbucks use
arouses me the curiosity of coffee.
4.
The service of Starbucks is better
than what I expect.
5.
It is new for me that we can adjust
our coffee as a Starbucks’
customer.
6.
The music in Starbucks make me
think about the happiness.
1.
The seat is comfortable in
Starbucks.
2.
I feel the attitude of the staff in
Starbucks is nice.
3.
I feel the atmosphere in Starbucks
is warm.
25
.750
.768
.824
Relate
Purchase
Experiences
Customer
Satisfaction
Customer
Loyalty
4.
I feel it is fast to pay.
5.
I feel the design of the light in the
store is warm.
1.
I feel that Starbucks coffee is real
coffee.
2.
When people mentioned about the
coffee chain stores, the priority
store I would think about is
Starbucks.
3.
Starbucks is part of my life.
4.
I think people who shop in
Starbucks have the same taste.
5.
I think the byproducts of Starbucks
are fashion and tasteful.
6.
I usually follow information of
Starbucks.
7.
I want to join fan’s club on
Facebook.
8.
I want to participate in the coffee
lecture.
1
Assistants’ help in Starbucks can
always meet my expectation
2
The products in Starbucks can
always meet my expectation.
3
The product that I bought in
Starbucks is really worth it.
4
I feel Starbucks is a symbol of
great service
1.
I feel Starbucks is better than other
coffee shop.
2.
Starbucks is the priority choice
when I want to buy coffee.
3.
Starbucks is my only choice of
buying coffee
4.
Starbucks’ product worth to buy
again and again.
5.
I bought the membership card and
using the bonus to exchange the
26
.858
.836
.892
free gift.
6.
I collect Starbucks’ by-products
7.
I recommend my friends to go to
Starbucks.
Table 4.1
4.2 Demographic variable
Descriptive Statistic use valid sample to test percentage and frequency distribution of
demographic variable and which are basic statistic analyses the sample distribute and
structures.
The survey (see Table 4.2) was made up of 55 males (54.46%) and 46 female
(45.54%).Table 4.2 reveals that most participants were in their twenties (74.26%), students
(69.31%).
Frequency Distribution of Demographic Variable
Variable
Gender
Age
Frequency Percentage （％）
Category
Male
55
54.46
Female
46
45.54
Under 14
0
0
15-19
2
1.98
20-24
75
74.26
25-29
14
13.86
30-34
9
8.91
35-39
0
0
40-44
0
0
Over 45
1
0.99
27
Occupation
Unemployed
3
2.97
70
69.31
Public-service
4
3.96
Technology
7
6.93
Commercial Industry
8
7.92
Service
4
3.96
Others
5
4.95
Student
Table 4.2
4.3 Testing hypotheses
H1. Five senses and customer satisfaction have positive correlation
The second hypothesis test whether the five senses (feel, think, sense, act, relate) and
customer satisfaction have related positively
The results of a regression analysis show that the five senses together predict customer
satisfaction very well, F=105.635, p < .001 (see Table 4.3).Second results of regression
analysis show that the four senses (feel, think, sense, act) together predict customer
satisfaction, F=80.389, p < .001 (see Table 4.4). Third results of regression analysis show that
relate predict customer satisfaction, F=128.790, p < .001 (see Table 4.5).
ANOVAb
Sum of
Squares
Model
1
df
Mean Square
Regression
21.981
1
Residual
19.768
95
28
F
21.981 105.635
.208
Sig.
.000a
Total
41.749
96
a. Predictors: (Constant), five senses
b. Dependent Variable: mean satisfaction
Table4.3
ANOVAb
Sum of
Squares
Model
1
df
Mean Square
Regression
19.135
1
19.135
Residual
22.613
95
.238
Total
41.749
96
F
80.389
Sig.
.000a
a. Predictors: (Constant), four senses
b. Dependent Variable: mean satisfaction
Table 4.4
ANOVAb
Sum of
Squares
Model
1
df
Mean Square
Regression
24.026
1
Residual
17.723
95
Total
41.749
96
F
24.026 128.790
Sig.
.000a
.187
a. Predictors: (Constant), mean related
b. Dependent Variable: mean satisfaction
Table 4.5
The table 4.6 shows the result of a agression which compare of the three items, the fist
item is four senses(feel, think, sense, act) together predict customer satisfaction, F=80.389.
Next item is five senses (feel, think, sense, act, relate) together predict customer satisfation,
29
F=105.635.The final item is relate predict customer satisfaction, F=128.790.
From F value of the regression analysis, researchers found that relate has more positive
correlation with customer satisfaction than five senses. Base on Schmitt’s theory, People were
got together to a group by Starbucks which is different from another group. From
questionnaires, there have high agreement about that “Starbucks is parts of my life”; “I think
people who shop in Starbucks have the same taste.”
It means that relate play an important
role in Experiential Marketing means that relate is more positive influence customer
satisfaction.
H1 Five senses and customer satisfaction have positive correlation is accepted.
Analysis of regression
Predictors & Dependent Variable
F
Sig.
80.389
Four senses and Customer satisfaction
Five senses and Customer satisfaction
105.635
Relate and customer satisfaction
128.790
P <0.001
Table 4.6
H2. Customer satisfaction affects the customer loyalty.
The first hypothesis states that customer satisfaction affects customer loyalty. With an
30
analysis of correlation, the results show that the two variables have a positive correlation, r
= .675, p < .001. That is, the two variables increase or decrease together (see Table 4.7)
Correlations
mean
satisfaction
mean satisfaction Pearson
correlation
1
Sig.
mean
loyalty
.675**
.000
(2-tailed)
N
mean loyalty
Pearson
correlation
Sig.
(2-tailed)
97
97
.675**
1
.000
N
97
**correlation is significant at the 0.01 level (two-tailed)。
Table 4.7
31
97
CHAPTER FIVE
DISCUSSION AND CONCLUSION
The research focused on consumers’ satisfaction, consuming experience and customer
satisfaction to Starbucks as the main subject. Researchers will make conclusion which based
on the data analysis in chapter four and give direction to future research.
5.1 Discussion
The Schmitt’s experiential marketing strategy indicates customer satisfaction and made
consumers loyalty further. Therefore, SEMs (Strategic Experiential Modules) of experiential
marketing, customer satisfaction and loyalty are positive correlation.
Hypothesis
accepted
H1: Five senses and customer satisfaction have positive correlation.
Ｖ
H2: Customer satisfaction affects the customer loyalty.
Ｖ
Our research found that Schmitt’s 5-Stages Experiential Marketing Strategy and
customer satisfaction have positive correlation. According to Schmitt’s experiential marketing
strategy definition, there are five stages about Sense, Feel, Think, Act, and Relate. The
researcher separated them into two parts. One is“Perceptive experience” including Sense,
32
Feel and Act. The other one is“Psychical experience” including Think and Related. All of
these customer experiences can make satisfaction even affects loyalty.
A.
Perceptive experience
About customers’ attitude toward Starbucks, if customers’ lack of recognition for
Starbucks, they may purchase products of other coffee chains. On the other hand, if
customers’ attitude toward Starbucks is good, the purchasing behavior is easier to be
influenced.
B.
Psychical experience
In according to the study of Bennett et al (2005), he thought “emotion” is a factor which
is more important than pervious recognition to commercial buying behavior. It also results
consistent in purchasing behavior to customers’ brand loyalty
Sense
Sense is a strong image of a brand to keep strong emotions. Expect home and work place,
Starbucks is the third place to go without any pressure, So it definitely increases customers’
satisfaction.
Feel
Good service such as music, decoration and atmosphere creates good feelings on customers
Think
33
Starbucks attracts consumers by activities offering and arouse consumers’ association. It’s
helpful no matter the association have positive correlation or not.
Act
Starbucks can induce consumers to change their lifestyle to participate in Starbucks and build
long-term relationship with Starbucks.
Relate
People are getting together to be grouped by Starbucks which is different from other groups
of customers and it also shows people identify the culture value and products of Starbucks.
And then raises customers’ loyalty.
Analysis of regression
Predictors & Dependent Variable
F
Five senses and Customer satisfaction
105.635
Four senses and Customer satisfaction
80.389
Relate and customer satisfaction
128.790
Sig.
P <0.001
The Five senses expect Relate is about personal experience, but if Starbucks satisfies
customers’ sense of Relate, the personal experience of customers with Starbucks is not only
34
created, but Starbucks also group their customers which is different from other coffee chains’
customers. So it’s a sense of belonging in the same group of Starbucks if Starbucks satisfies
customers’ sense of Relate.
The result indicated that “consuming experience” and “customer satisfaction” have
positive correlation. It also represented customers recognized Starbucks more, and the level
of customer loyalty increased as well.
The sense of Relate affects customer satisfaction the most. All the result about five
senses and customer satisfaction has positive correlation. Especially our research found that
so long as Starbucks satisfied customers’ sense of Relate of Five senses and the effect to
satisfaction surpasses the effect of the rest senses to satisfaction. Even the relevancy of Relate
to Starbucks is beyond the relevancy of five senses to satisfaction.
5.2 Future Suggestion
A. Adopt Other Sampling technique
The research only adopted convenience sampling and questioned the participants on
the Internet to collected data. Therefore, choosing other rigorous sampling like stratified
random sampling to approximate normal distribution for a sufficient large sample size on
future research.
35
B. New Logo for Starbucks
Starbucks changed its logo and infuriate
their loyal customers. Emotions affect consumer
behavior so it’s an unknown variable whether the
new logo may change customers’ sense toward Starbucks which they had already known.
And without brand name lettering, if Starbucks can still make customers fast linking to whom
they are and what they sell. This issue can be a direction for future research.
36
Reference
Latour, Steven A. & Nancy C. Peat (1979), “Conceptual and Methodological
Issues in Consumer Satisfaction Research.” in Advances in Consumer Research,
6 Ed. William L. Wikie. Ann Arbor MI: Association for Consumer Research,
431-437.
Peter R. Dickson& James L.Ginter(1987). Marketing Segmentation, Product Differentiation
and Marketing Strategy. The Journal of Marketing, 51, 1-10
Westbrook, Robert A. (1980), ”Intrapersonal Affective Influences on Consumer
Satisfaction with Products,” Journal of Consumer Research, 7 (Jun), 49-54.
Churchill, Bilbert A., Jr. & Carol Surprenant (1982), “An Investegation into the
Determinant of Consumer Satisfaction,” Journal of marketing Research, 19(Nov),
491-504.
Bernd H. Schmitt. (1999).Experiential marketing-how to get customers to sense, feel, think,
act, relate. New York: The Free Press.
Bhatia, Anil&Bhatia(1999). Customer Relationship Management, toolbox Portal for CRM.
Kalakota, R.& Robinson, M.(1999),E-Business :Roadmap for Success,1st ed., U.S.A, Mary T.
O’Brien.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-34.
Reichheld, F.F. and P. Schefter (2000) ‘E-loyalty: Your Secret Weapon on the Web,’
Harvard Business Review, July-August, pp. 105-113.
Chiou&Jyh-Shen (2001). Strategic marketing analysis: Framework and practical
applications. Taipei: Bestwise.
Kotler, P. (2003). Marketing Management. New Jersey: Pearson Education
Reichheld, F.F. (2003). The one number you need to grow. Harvard Business Review, 81,
46-54.
Thompson C. J. (2004)The Starbucks Brandsacpe And Consumers' Experiences of
37
Glocalization. Journal Of Consumer Research,31,631-642.
Liu-S.M. (2006). No accounting for taste. Marketing Week.27-28 UK: British library serials.
Brock, D. M.(2007) Replication strategies, knowledge and attention: a study of coffee chains,
Journal of Emeraldinsight, 19 ,3, 379-399.
Hauser., E. (2007). Brandweek: Experiential Marketing. Canada: Swivel Media.
Olsen. S. O (2007) Psychology& Marketing, Repurchase Loyalty : The Role of Involvement
and Satisfaction,24,4.
YU-SHENG LI. (2007) A Study of Branding Experiential Marketing Apply in Coffee Estate,
Taichung.
Dainora Grundey (2008) Experiential Marketing vs. Traditional Marketing: Creating Rational
and Emotional Liaisons with Consumers, The Romanian Economics Journal, 29,133-152
Strazdina A.(2009) Experiential marketing – entertaining events or a crucial part of the
marketing mix, IBMS,unpublished doctoral dissertation.
Matt Heinz (2010) Customer loyalty Is Your Ultimate Competitive Advantage. Bilogging in
Innovation.
Retrieved
December
22,2010,
Retrieved
from
http://www.business-strategy-innovation.com/2010/03/customer-loyalty-is-your-ultimate.htm
l
Bennett, R., C. E. J. Härtel, and J. R. McColl-Kennedy (2005), “Experience as a Moderator
of Involvement and Satisfaction on Brand Loyalty in a Business-to-Business Setting
02-314R.” Industrial Marketing Management, No.34, pp.97-107.
Steven Pinker; How the mind works; Penguin; 1997; p 429
38
Attachment
Figure 1. Schmitt’s five strategies module of experiential marketing
Sense
Appeals to the senses with the objective of creating sensory experiences,
though sight, sound, touch, taste and smell.
Feel
Appeals to customer’s inner feelings and emotions, with the objective of
creating affective experiences that range from mildly positive moods linked to
a brand to strong emotions of joy and pride.
Think
Appeals to the intellect with the objective of creating
problem-solving experiences that engage customers creatively.
Act
Enriching customers’ lives by targeting their physical experiences, showing
them alternative ways of doing things, alternative lifestyle and interactions.
Relate
Appeals to the individual’s desire for self-improvement. They appeal to the
need to be perceived positively by individual others. They relate the person to
a broader social system.
Figure .2 Experiential marketing
39
cognitive,
親愛的女士，先生你好:
我們是銘傳大學應英系的學生，目前正在研究有關於星巴克的體驗行銷，目的
是希望以學術探討，增加對研究主題的了解；本問卷的資料僅供學術研究統計
之用，絕不單獨對外公開，敬請放心作答。所有問題均無標準答案，請依照真
實狀況及感受回答，並誠摯的感謝你在百忙之中撥空填答此問卷 
＊基本資料
1.
性別：□男
2.
職業：□待業
□女
□服務業
□學生
3.
□資訊業
□商業
□其他 ________
年齡：□ 14 歲以下 □ 15-19 歲
□ 30- 34 歲
4.
□軍公教
□ 20-24 歲 □ 25-29 歲
□ 35-39 歲 □ 40-45 歲
有無喝過星巴克的咖啡
□有
□ 45 歲以上
□無
Feel
非常同意
同意
普通
不同意
同意
1.我覺得星巴克店內的座位舒適寬敞
□
□
□
□
□
2.我覺得星巴克店內服務人員態度很好
□
□
□
□
□
3.我覺得星巴克店內整體氣氛溫馨
□
□
□
□
□
4.我覺得星巴克店內結帳速度很迅速
□
□
□
□
□
5.我覺得星巴克店內燈光設計溫暖
□
□
□
□
□
1.星巴克的慈善活動，引起我對弱勢團體的關懷
□
□
□
□
□
2.星巴克的綠色系商標，讓我聯想到企業是環保的
□
□
□
□
□
3.星巴克使用的咖啡豆，影響我對咖啡的好奇
□
□
□
□
□
Think
40
非常不
4.星巴克的服務品質，超出我的預期
□
□
□
□
□
5.星巴克讓顧客選擇如何調配自己的咖啡，讓我覺
得很新奇
6.星巴克的音樂，讓我回憶起快樂的事
□
□
□
□
□
□
□
□
□
□
1.星巴克影響我平日喝咖啡的頻率
□
□
□
□
□
2.星巴克咖啡對我來說是好咖啡的代名詞
□
□
□
□
□
3.到星巴克我都會有愉悅的感受所以我會去星巴
克
□
□
□
□
□
1.星巴克的室內裝潢風格讓我覺得很舒適
□
□
□
□
□
2.星巴克所撥放的爵士樂讓我覺得很悅耳
□
□
□
□
□
3.星巴克的咖啡香四溢讓我覺得很放鬆
□
□
□
□
□
4.我覺得星巴克的飲品口味很香醇
□
□
□
□
□
5.我覺得星巴克的餐點口味很可口
□
□
□
□
□
6.星巴克隨飲品附上的格層（冷飲為衛生紙，熱飲
為杯套）我覺得很貼心
□
□
□
□
□
1.我覺得星巴克的咖非是真正道地的咖啡
□
□
□
□
□
2.提到連鎖咖啡店時，我第壹個想到的是星巴克
□
□
□
□
□
3.在星巴克消費已經成為我生活中的一部分
□
□
□
□
□
4.我認為同是在星巴克消費的族群擁有相同的品
□
□
□
□
□
Action
Sense
Relate
41
味
5.我認為星巴克的周邊商品具有時尚品味
□
□
□
□
□
6.我平常有在關注星巴克的各種訊息
□
□
□
□
□
7.我想加入星巴克在 FACEBOOK 的粉絲團
□
□
□
□
□
8.我會想參與星巴克的咖啡講座
□
□
□
□
□
□
□
□
□
□
2.在星巴克購買產品能完全符合我的期望
□
□
□
□
□
3.在星巴克購買產品讓我覺得物超所值
□
□
□
□
□
4. 我認為星巴克是優良服務品質的象徵
□
□
□
□
□
1. 我認為星巴克較為其他咖啡店來得好
□
□
□
□
□
2.我買咖啡會優先選擇星巴克
□
□
□
□
□
3.星巴克是我購買咖啡的唯一選擇
□
□
□
□
□
4.星巴克的產品值得我一再購買
□
□
□
□
□
5.我會買星巴克的隨行卡集紅利換贈品
□
□
□
□
□
6.我會蒐集星巴克的周邊商品
□
□
□
□
□
7.我會推薦朋友去星巴克消費
□
□
□
□
□
滿意度
1. 對於你的要求星巴克服務人員的答覆符合你的
期望
忠誠度
42