隨著咖啡產業的蓬勃發展，全球連鎖咖啡品牌不斷推出新的服務型態，人們不僅只是追求一杯好的咖啡，更注重在不同情境下享受咖啡的體驗，促使產業不斷提升顧客體驗水平。消費者除了視咖啡店為生活與工作的場所之外，也對咖啡店營造情境的組成物有所要求。在消費者與品牌多元的互動渠道下，導致消費者接收品牌的訊息逐漸碎片化，成為企業體驗管理的難點。因此，企業需建立全觀的體驗思維，洞察消費者需求的移動方向，釐清在核心情境中影響體驗的關鍵因素，最後產生忠誠的歷程，從中分析驅動因素並管理顧客體驗，因應不同情境下的體驗設計佈局，藉由消費者的反饋提供未來體驗策略的動能。
本研究基於消費者決策歷程，運用量化與質性研究方法，探索臺灣連鎖咖啡產業案例。研究目的探討消費者在不同的情境下決策品牌的重點差異，進而影響品牌體驗的滿意度與忠誠度間的關係。研究問題為「消費者在不同消費情境下，驅動因素的著重差異，如何影響品牌忠誠度？」。研究目標為（一）建立體驗分析框架，了解消費者在不同情境下考量品牌的因素及權重；（二）應用品牌體驗架構，對比連鎖咖啡品牌在不同情境下的體驗表現差異；（三）提出連鎖咖啡品牌在不同情境下的評估方式，以及未來連鎖咖啡產業的服務發展建議。
基於連鎖咖啡產業特點，研究結果將列出 24 項產業的關鍵驅動因素，釐清消費者在不同情境下，對驅動因素重視程度的差異性，進而影響品牌的選擇與忠誠度的效果。從消費者決策歷程中，提供情境視角分析消費者需求，整合決策權重與滿意度，並提出品牌體驗分析架構，協助品牌聚焦資源於重點驅動因素，以達更適切情境與消費者需求的服務。應用此架構衡量產業競爭品牌的體驗水平，診斷品牌現況，找出體驗優化的切入點，發展未來基於情境的體驗設計。

Coffee chains have exploded in popularity in recent years, offering a range of services and products to meet the evolving expectations of consumers. Today, consumers seek not only a quality cup of coffee but also a unique and enjoyable experience at coffee shops based on different scenarios. Scenarios served as a catalyst influents consumers to select coffee chains. Consumers regard coffee shops as living and working areas. Therefore, scenarios and experience at coffee shops is the key point of brand differentiation. With the increasing proliferation of brand touchpoints, management for customer experience from considering to purchase has become more challenging. To address touchpoints and scenario complexity, companies need comprehensive experience thinking and developing experience design for different scenarios based on consumer decision-making journeys. Thus, the experience management framework that analyses and examines key driving forces to enhance brand loyalty and satisfaction become more critical. However, little literature has been published on customer experience management in specific scenarios. We use the holistic approach of different phases of the journey on core scenarios that would have insights into the development of brand experience evaluation.
The purpose of this paper is to discuss experience perceived as a framework for consumers considers key driving forces in different scenarios that may affect brand loyalty in the coffee shop chain industry. To that end, the following two questions are posed: (1) How do customers consider the weights of driving forces in different scenarios? (2) How does the satisfaction of key driving forces impact brand loyalty? The objective of this paper is as follows: (1) To organize the framework that understands consumers' considered driving forces and weights of key driving forces in different scenarios. (2) To apply the framework that evaluates brand experience and performance of the case. (3) Based on scenarios and decision-making journey provides an evaluation approach to examine the case. We present a framework of experience evaluation and suggestions for the future.
According to the research process, this study draws the following three conclusions: (1) From a theoretical, consumer, and brand management perspective, it was found that consumers value certain key driving factors when selecting coffee chains. The results of this study allow the company to better understand consumers' decision-making processes and develop consumer-centered strategies. (2) Comparison of the results of different scenarios revealed that scenario-driven factors play a role in the selection of coffee chains. This study provides a new approach to analyzing these key driving forces. (3) The AHP-based customer satisfaction model identified key driving forces that contribute to the brand experience of competitors in the coffee industry. The paper provides a business case analysis of how to improve the brand experience.
Keywords: Scenario, Experience Management, Consumer-decision making, Coffee chain, Brand Experience

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