通过对星巴克决策试验和对消费者感知的探索研究其对服务质量的影响[节选]外文翻译资料

 2022-04-04 09:04

Starbucks Service Quality Provided

by Decision-Making Trial and Evaluation Laboratory Explored Customersrsquo; Perception

Kuang-Tai Liu and Rong-Zhen Huang

SOURCE:Springer图书

DOI:10.1007/978-3-642-40060-5_41

YEAR:2014

PAGES:423-432

PUBLISHER:Springer Berlin Heidelberg

Abstract Consumersrsquo; requirement is not only merchandise but happy purchase experiences. An individual experiences an emotion connected to merchandise, service, brand, commercial, human, or idea via interaction and memorable experi-ences which is experiential marketing contrast to traditional marketing. Experiential marketing designed for technology age emphasizes the fantasies, fun, entertainment, fashion and excitement of buyers with whole purchasing process. Starbucks sold its attractive atmosphere, the interior detail, the third space and quaint fashion such as its blackboard menus, jazz music, and counter designs- all perceived as part of the art, aesthetics, and humanities to its customers in its coffeehouse. However, customersrsquo; evaluation of service quality provided is often a multiple criteria decision-making problem. This research applies Schmittrsquo;s experiential marketing framework by decision-making trail and evaluation laboratory method to understand what Starbucks affectionate appeals or touchy-feely, is visceral to sell an experience that connects with consumersrsquo; psyche and life-style from mental context perspective. Meanwhile, this study delineates the causal relations among these service factors in the model using decision making trial and evaluation laboratory mathematical model and determines their effects on each other. Some sugges-tions and strategies will be provided the interrelations among those experiential factors.

Keywords Decision making trial and evaluation laboratory bull; Experiential marketing

K.-T. Liu ( ) bull; R.-Z. Huang

Department of Industrial Engineering Management, Chung Hua University, Hsingchu, Taiwan

e-mail: kuliu@chu.edu.tw

E. Qi et al. (eds.), Proceedings of 2013 4th International Asia Conference

423

on Industrial Engineering and Management Innovation (IEMI2013),

DOI 10.1007/978-3-642-40060-5__41, copy; Springer-Verlag Berlin Heidelberg 2014

424 K.-T. Liu and R.-Z. Huang

1 Introduction

1.1 Motivation, Purpose and Question

Starbucks brilliant twin-tailed Siren green logo has transmitted a sense of a special experience to millions of customers in its more than 19,000 coffeehouses by a unique interaction beyond coffee between its baristas and customers themselves within Proust scenario or existentialism context. Schultz, Starbucks CEO, made not only high quality coffee, but friendly embraced diversity valued the potential human communication in a place away from both home and office, but still transferred the intimacy of a good neighborhood relationship beyond perfectly made beverage. The author and professor Leo Buscaglia, also known as Dr Love, put it, “Too often underestimate the power of a touch, a smile, a kind word, a listening, an honest compliment, or the smallest act of caring, all of which have the potential to turn a life around” [1]. All attentions to detail reflect not only Starbucksrsquo; quality and reliability as its brand, but maximize the fun, fashion, fantasy, and excitement of the coffee buying experience.

Pine and Gilmore said successful experiences are unique, memorable and retain-able over time beyond the ordinary customersrsquo; experience [2]. Because customers usually have short attention spans, the best marketing campaigns should make an immediate and surprising impact and hold the attention of potential customers [2]. Procter and Gamble strengthens its detergent cleaners or the whitener in its toothpaste but Singapore Airline campaign says nothing mundane; McDonald had playgrounds for fun to its restaurants to sell more than just “happy” meals for children. Holbrook suggests that in the context of consumption situations, a marketing campaign must be a synthesis of not only advertisement or packaging campaigns, but must understand the customerrsquo;s priority of experiential satisfaction [3]. This study main purpose discusses what Starbucks service affectionate appeals or touchy-feely, is visceral to sell an experience that connects with consumersrsquo; psyche and life-style from mental context perspective. Meanwhile, the question in this research is which service quality provided are the most important perceived by Starbucksrsquo; customers?

2 Literature Review

2.1 Customers Experience

Dewey stated that experience is marketed by expectation, emotional involvement over time and involves a unique activity from the ordinary [4]. Schmitt stated that experiences provided sensory, emotional, thinking, behavioral and related values based hedonistic perspective [5]. Sheth proposed that three variables construct

Starbucks Service Quality Provided by Decision-Making Trial and Evaluation. . . 425

customer experiences: stimulus variable- perceiving sensory and information, context variable- influenced by the context of the stimulus, and situational variable-perceptions are influenced by individual prior experience with a particular product or service [ 剩余内容已隐藏，支付完成后下载完整资料

通过对星巴克决策试验和对消费者感知的探索研究其对服务质量的影响[节选]

Kuang-Tai Liu and Rong-Zhen Huang.[中国，台湾]《2014 斯普林格》

摘 要

消费者的需求不仅仅是商品，还有愉快的消费体验。顾客通过互动体验与商品、服务、品牌、经济、人或观念相关的情感。 与传统营销相比，体验式营销是一种令人难忘的体验。在整个采购过程，为技术时代设计的体验式营销强调幻想、乐趣、娱乐、时尚和消费者的兴奋感。星巴克消费其吸引人的氛围，内部细节，第三空间和古雅的时尚，如其黑板菜单，店内播放的爵士音乐以及柜台设计，咖啡厅整体对客户而言，被认为是艺术、美学和人文的一部分。然而，客户对服务质量的评价往往有一个多方面的标准。本研究运用施密特的经验营销框架，通过决策跟踪和评价实验室的方法，使读者了解星巴克的吸引力因素和感官营销对提供一场与消费者心理预期相适应的身体感官和生活方式的体验有何影响。 与此同时，本研究还勾勒出了中国社会经济发展的因果关系。 模型中的服务因素采用决策、试验和评价实验室数学模型，并确定了它们之间的相互影响。提出了一些建议和策略。 这些经验因素之间的相互关系。

关键词 决策试验与评价实验室 体验营销

1 研究的基本介绍

1.1 本文的动机、目的以及有待改进的问题

星巴克简洁的双尾美人鱼绿色商标通过一种独特的互动方式向超过1.9万家咖啡馆和数百万顾客传递了一种特殊的体验。 这种互动在存在主义背景下，在咖啡师和顾客之间超越了咖啡本身。星巴克首席执行官舒尔茨不仅制作了高质量的咖啡，而且友好地提出了人们渴望有一个空间人们可以重视人与人之间交流的可能，超出咖啡的价值。 这个空间远离家庭和办公室，但仍然把良好邻里关系的亲密关系转移到完美的饮料之外。作者和里昂布斯卡利亚教授，也被称为“爱博士”，他说：“常常低估触摸、微笑、善意的话语、倾听、诚实的恭维或最小的关心行为的力量，所有这些都有改变生活的可能与潜能”。所有对细节的关注不仅反映了星巴克作为其品牌的质量和责任心，而且最大限度地展现了购买咖啡的乐趣、时尚、幻想和购买体验。

派和吉尔莫说，成功的经验是独特的，是难忘的和可保留的，随着时间的推移，这种经历可以超越普通客户。因为客户的注意力通常很短，所以最好的营销活动应该立即产生令人惊讶的影响，并引起潜在客户的注意。宝洁公司在牙膏产品中加强了清洁剂或增白剂，不过新加坡航空公司的宣传活动并没有说得特别直白；麦当劳有游乐场给来餐厅吃饭的顾客提供娱乐，出售的不仅仅是给孩子们提供的“快乐”食物还有玩耍的乐趣。霍尔布鲁克认为在消费情况下，营销活动不仅是选错广告或包装活动的结合，而且必须理解顾客体验满意度的优先性。这个研究的主要目的是探讨星巴克服务的情感诉求或敏感性，是从心理环境中销售与消费者心理和生活方式相关的体验。同时，本文研究的问题是星巴克顾客最看重的服务质量是什么？

2 文献综述

2.1 关于客户体验的介绍

杜威指出，体验是通过期望来推销的，随着时间的推移，情感的参与也是如此，它涉及到一种来自平凡生活中的独特活动。施密特说，体验提供了感官、情感、思想、行为和基于乐观主义下的相关价值。谢斯提出了以下三个变量构成顾客体验：

刺激变量：感知感官和信息；语境变量：受刺激环境的影响以及情景变量：感知受个人对特定产品或服务的先验经验的影响。古普塔和瓦吉将客户体验描述为与服务提供者提供的不同因素之间的交互作用。每个独立的个体满意的客户体验都是特定于一个客户的，在某个特定事件中的特定时刻和地点都存在着制约管理计划和控制职能的因素。

一般来说，消费者的决定可以被描述为对环境的理性回馈，但对于对某一特定产品的渴望，则是情绪化的。马斯洛的需求等级理论意识到，当人类所处环境有所改善，他们的动机重点和合理的需要各不相同。因此，消费者行为的研究从早期的理性选择(经典决策理论)发展到了强调非理性的购买行为(动机研究)。情绪是消费的重要因素，在消费行为中起着关键作用.霍尔布鲁克认为快乐和体验式消费被称为幻想、感觉和乐趣，扩展了广泛认为的的体验、娱乐和认可“四个ES”理论。

2.2 体验式营销

最有效的营销活动会立即产生影响，并吸引潜在客户的注意，尽管他们的注意力通常很短。有经验的市场营销活动有助于建立起企业与消费者之间的长期联系 市场营销活动增强了消费者与产品之间的忠诚度，尤其是当消费者被允许自己尝试、比较和体验产品或服务时，这一情况十分明显。这一经验通过一种比单纯利用传统营销说服消费者购买所设计的产品更令人愉快的方式来吸引他们的情感、感觉和逻辑，从而让他们感到舒服并且促进了消费。体验营销不仅仅是一种销售技巧，而是一种用户体验。对于那些不喜欢被传统广告和营销策略围绕的细心消费者来说，这是一个令人耳目一新的变化。贝恩德bull;施密特(Bernd Schmitt)在解释体验式营销理论时说，“顾客希望得到娱乐、刺激、情感影响和创新挑战”。体验式营销是销售一种体验，这种体验使你的客户们的心联系在一起，未客户考虑从而使他们购买你的产品。体验往往不是自己主动的产物，但更多的是由人来诱导的。体验式营销吸引了一个人的内在情感、心理和生活方式，去推销一种将他与某一特定产品联系起来的体验。施密特提出了以下经验性的策略与方法：

第一，感官营销，它通过提供享受、激动和美学的氛围、环境创造独特的感官体验来吸引消费者的视觉、听觉、嗅觉、味觉和触觉。例如，在大卖场提供对不同口味的沙拉酱、烹饪调味料、饮料等食物样品的试吃活动就是一个感官体验营销的例子，这种活动可以帮助顾客决定是否够买它们。星巴克以其高品质的咖啡、优雅的装饰、美观的设计、咖啡师的专业知识和不同的围裙等级，以及为其艺术性而选择的爵士音乐，创造了类似的体验魅力，毕竟更具吸引力。

第二，感觉营销采用互动、新颖的氛围，将幸福感、自豪感和兴奋感与产品联系起来。例如，征兵广告宣传中常使用的口号是“ 一个人的骄傲在于为国家服务”。星巴克创造了“第三空间”的概念，在这里可以激励、培养和净化你的头脑，可以完全放松，这是介于家庭和工作以外，人与人之间进行交谈的一个充满激情的地方并且提供优质服务，让人们形成了一种认同感。

第三，思维营销在其创造性的方法中激发智力、认知或系统性思维以及用创造性的方式去解决问题。它促使消费者进行创新思考，并对公司和产品进行评估。引用微软的话来提问“你下一步想去哪里？”紧接着就是各种办公效率概念和公司解决方案之间的联系。星巴克门店通过负责任地开展业务并赢得客户、员工和邻居的信任和尊重，通过道德采购、环境管理、社区等举措，参与并致力于解决我们所处的同一个星球上存在的各种问题。

第四，行为营销试图通过促使消费者采取某种行动来改变消费者的行为或生活方式。施密特建议消费者需要额外的动机和刺激，比如耐克和阿迪达斯的广告，依靠体育明星例如勒布朗詹姆斯，莱昂内尔梅西，和克里斯蒂亚诺罗纳尔多等通过展示他们的产品吸引粉丝去购买，即明星效应。而星巴克被描绘成一个比家或办公室更好的地方，在人们脑海中形成了一种固定印象，也是一种营销方式。

第五，关系营销表现了一个个体对于他人互动和属于他人的一种渴望和需求，形成了一种社区文化，这种象征通常与服装、音乐和其他有形事物联系在一起。例如，亚特兰大勇士队的球迷十分乐意购买上面印有勇士队标志的衣服。

外文原文

Starbucks Service Quality Provided by Decision-Making Trial and Evaluation Laboratory Explored Customersrsquo; Perception [Select]

By Kuang-Tai Liu and Rong-Zhen Huang,China,TaiWan

lt;2014 Springergt;

Abstract

Customersrsquo; requirement is not only merchandise but happy purchase experiences. An individual experiences an emotion connected to merchandise, service, brand, commercial, human, or idea via interaction and memorable experi-ences which is experiential marketing contrast to traditional marketing. Experiential marketing designed for technology age emphasizes the fantasies, fun, entertainment, fashion and excitement of buyers with whole purchasing process. Starbucks sold its attractive atmosphere, the interior detail, the third space and quaint fashion such as its blackboard menus, jazz music, and counter designs- all perceived as part of the art, aesthetics, and humanities to its customers in its coffeehouse. However, customersrsquo; evaluation of service quality provided is often a multiple criteria decision-making problem. This research applies Schmittrsquo;s experiential marketing framework by decision-making trail and evaluation laboratory method to understand what Starbucks affectionate appeals or touchy-feely, is visceral to sell an experience that connects with customersrsquo; psyche and life-style from mental context perspective. Meanwhile, this study delineates the causal relations among these service factors in the model using decision making trial and evaluation laboratory mathematical model and determines their effects on each other. Some sugges-tions and strategies will be provided the interrelations among those experiential factors.

Keywords Decision making trial and evaluation laboratory bull; Experiential marketing

1 Introduction

1.1 Motivation, Purpose and Question

Starbucks brilliant twin-tailed Siren green logo has transmitted a sense of a special experience to millions of customers in its more than 19,000 coffeehouses by a unique interaction beyond coffee between its baristas and customers themselves within Proust scenario or existentialism context. Schultz, Starbucks CEO, made not only high quality coffee, but friendly embraced diversity valued the potential human communication in a place away from both home and office, but still transferred the intimacy of a good neighborhood relationship beyond perfectly made beverage. The author and professor Leo Buscaglia, also known as Dr Love, put it, “Too often underestimate the power of a touch, a smile, a kind word, a listening, an honest compliment, or the smallest act of caring, all of which have the potential to turn a life around”. All attentions to detail reflect not only Starbucksrsquo; quality and reliability as its brand, but maximize the fun,

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