||Gourmet Master Co. Ltd. (85°C), a leading franchise brand in catering industry, was funded in 2003 in Taiwan. And by means of its creationary franchise business model 85°C has survived the 2007 financial crisis and is achieving a remarkable success.|
The objective of this research, by means of experiential marketing, is to analyze the factors different and indifferent of Service Quality perceived by customers in 85°C shops between Shanghai and Kaohsiung. Thus, we are able to explore the critical attractive quality that induce customers’ constant purchasing motivation, and following the above conclusions there will be some reference applicable for related catering companies and industries with inter-region business.
The usage of research covers Literature Analysis (LV)、Field Research (FR) with Participant observation (PO) involved in、In-depth Interview (II)、Focus Group Interview (FG)、Grounded theory (GT). It begins with the LV to study the theoretical characteristics of Experiential Marketing and KANO Model. Experiential Marketing and KANO Model will be both used as the basic theoretical structure while the environment study of FR will be well referenced and applied. Finally the study will accordingly come up with its proposal of interview plannings and methods, which will instructively lead to the essentials of questionnaire used in the semi-structured interview.
In order to explore the accurate item (s) of attractive quality sensed by customers, during the date Dec. 15, 2011 to May 5, 2012 the researcher himself had visited the targeted shops in Shanghai and Kaohsiung and achieved 36 effective interviews (51 persons) in total, collected field research for 11 times, enquired experiential reputation for 5 times, contacted and followed up franchise cases for 3 times, and surveyed reputations of related websites.
Moreover, based on the experiential feeling with attractive quality on the customers in both cities, the study discovers that:
1. Kaohsiung’s 85°C: Almost Zero Expectation~simply be treated as a place for gathering and chattering.
Service Quality in sequence: (1). Location (2). Seat Vacancy (3).Low-Price
2. Shanghai’s 85°C: Best coffee in bread shop; best bread offered in coffee shop.
Service Quality in sequence: (1). Location (2). Fresh and Clean Food (3). Price-
Performance ratio (4). Plenty of Product options (5). “Exquisite Taiwan fashion” (6). Young employee
3. Characters in common in both-side shops: A place with feeling of familiarity and friendliness. Moreover, a gathering hot spot with centripetal habbit.
(1). Availability – numbers of shop in downtown. (2). Trust Accumulation
(3). A Sense of Community – Belonging and Easy
4. According to the analysis of interview, the study discovers that market positioning will affect customer experience. Due to the fundamental change of external factors, it seems necessary to make certain significant correction towards local-customer orientation. The correction of market positioning would be dynamic and fine-tuned constantly.
For example, under the conditional circumstances, there will be a positive circle
「Unknown expectation」 →「Attractive quality」→「One-dimension quality」→「Must-be quality」→「Next surprising expectation」
Nevertheless, the above process is simply available under specific conditions which include a particular time session. When condition(s) change(s) it could occur that the stage 「Attractive quality」quickly transforms itself to 「Reverse Quality」since the quality elements of Attractive quality are synchronously presented in a dynamic process according to the experiencer feeling in that stage.
Suggestion: The experiential marketing provider should not regard as natural the marketing inertia without any motive strategy, and be aware of the inactivation of attractive saturated factor which results in decreasing inertia of poor service and leaning on existing attractive quality. And never ignore or forget the original intention of persistent creation since people's sense changes by environmental changes.