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Starbucks Experience Explored in Taipei - …
Starbucks Experience Explored in Taipei Dr. Kuang-Tai Liu, Associate professor of Chung Hua University, Taiwan Mr. Jung-Cheng Huang, Doctoral Student of Chung Hua University, Taiwan Dr. Wen-Chin Chen, Professor of Chung Hua University, Taiwan ABSTRACT. Abbott (1955) noted that what customers actually want are not products, but pleasant purchase experiences. A person experiences an emotion connected to a product, service, brand, company, people, or idea through interaction and memorable experiences by experiential marketing. The traditional marketing concerns sell a product's features, functions, and performance but experiential marketing concentrates on the fantasies, feeling, entertainment, fashion and sense of excitement of the customers.
The Journal of Human Resource and Adult Learning, Vol. 8, Num. 2, December 2012 107 Starbucks Experience Explored in Taipei Dr. Kuang-Tai Liu, Associate professor of Chung Hua University, Taiwan
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