Abstract: In the era of the experience economy, to satisfy consumers' spiritual and sensory needs, scholarly attention has turned towards "sensory engineering" which emphasizes the measurement of the human five senses, transforming them into data factors for rational analysis. Sensory engineering has important implications in the experience economy, which has evolved with the increased emphasis on services. It is closely related to the experience economy as it emphasizes adding value to products and services by optimizing the user's sensory experience.The primary goal of this study is to explore the creation of thematic coffee space atmospheres that meet user experiential needs, focusing on the five senses. To achieve this, a combined quantitative-qualitative research design was employed for an in depth analysis.This study through case analysis, affirms the manifestation and role of the five-sensory experience in cafe spaces. Additionally, it utilizes qualitative analysis to effectively measure customer satisfaction and its correlation with five types of sensory experiences. The adoption of this method aims to accurately capture consumers' perceptions of the cafe environment and provide specific recommendations for enhancing the consumer experience in cafes. Ultimately, this study analyzes the relationship between sensory experiences and spatial design, quantifying the importance of five types of sensory experiences in spatial design. It provides concrete validation for the theory of sensory experiences in spatial design. These findings enrich the theoretical content of sensory experiences and can guide new trends in themed cafe design, as well as direct future directions in spatial design.
Definition of Five Sense Experience Five senses experience is a concept that focuses on the five basic human senses of perception, which usually include sight, hearing, smell, taste, and touch. These senses are the primary ways in which humans experience the world, and the sensory sites are the eyes, ears, nose, mouth, tongue, and skin as shown in. In people's everyday lives, the "five senses" serve as a vital means of receiving crucial information about the external environment and all social activities. The information obtained through the "five senses" is gathered, analyzed, and processed in individuals' minds, ultimately leading to the formation of new sensations in their consciousness.
Prior Research on Coffee Shop Space Design Through reading relevant literature, four representative papers were screened out. Their themes include official experience, regional cultural adaptation, marketing and user satisfaction, etc. which provide important ideas for this study. The list is shown in [Table 2]. 1. "A Study on the Expression of Five-Sense and Affective Design in Cafe Space" (Apr. 2019) by Hojin Chae and Junggyo Lee. Chae and Lee laid the foundation for future affective design in sensory rich cafe spaces, emphasizing the importance of engaging all five senses[12]. 2. "A Comparative Study on the Interior Space Environment Design of Korea-China Coffee Shop— Focus on Starbucks" (Jan. 2018) by Zhou Ling and Cho Joung-hyung. Ling and Cho's work underscores the role of regional culture in interior design differences between Starbucks locations in Korea and China[13]. 3. "A Study on the Relationship between Space Design Elements and Marketing in Brand Coffee Shops" (Feb. 2010) by Zhang Huina. Zhang highlights the close relationship between spatial design elements and marketing in brand coffee shops, stressing the need for a holistic approach[14]. 4. "A Study on the Spatial Characteristics and the User’s Needs by Type of Kids Cafe" (Feb. 2012) by Moon Ji Young. Moon Ji Young assesses user satisfaction through comparative analysis in children's cafes, forming the basis for further research on designing spaces that meet children's needs[15]. Altogether, these studies address sensory engagement, cultural adaptation, the interplay between design and marketing, and the user-centered design of children's cafes. This interrelated knowledge is invaluable to professionals involved in the design and management of cafe spaces.These articles are well-researched from the macro perspective of brand or environmental design, but there is no specific measurement or comparative analysis of the five sensory experiences.
By referring to the results of the previous case studies and correlation analyses, six aspects are summarised which can be achieved to satisfy the optimisation of the five senses experience in the space.In the context of themed cafe spatial design, the constituents of user experiential objects mainly comprise various thematic expressions, including spatial form, furnishing style, lighting color, spatial symbols, and material textures. These thematic expressions are intricately interconnected and collectively convey the content of the spatial theme. Spatial design should delve into various thematic cultural backgrounds and also cater to users' sensory experiences, combining theories of scene experience to attract more customers with different cultural backgrounds. Therefore, a thematic spatial design framework that satisfies the five senses is proposed, namely "Six factors affecting spatial thematicity," which posits that the thematic ambiance of space is influenced by cultural atmosphere, material texture, color and lighting, practical integration, spatial form, and furnishing style.
Within the framework of the experience economy, this research delved into the crucial role of sensory experiences in the spatial design of coffee shops, aimed at fulfilling the spiritual and experiential demands of consumers. Initially, the study engaged in an in-depth examination of exemplary cases to discern new trends and concepts in the spatial design of thematic coffee shops, emphasizing the significant role of sensory experiences in design. Furthermore, it investigated how the spatial design of coffee shops, viewed through the lens of sensory experience, can cultivate an ambiance appropriate for a thematic coffee shop, catering to the leisure and experiential needs of the users. This study is notably significant for the coffee shop industry and the advancement of the experience economy era. Firstly, analyzing the case of coffee shops in Korea and China provides valuable insights into the coffee shop industry in other countries and regions. It explored how the spatial design of coffee shops can meet consumer needs through sensory experiences, thereby boosting their competitiveness and attractiveness. My article highlights the important link between sensory experience and spatial design, quantifying the importance of sensory experience in spatial design. The findings validate the theory of sensory experience in spatial design and provide insights that may influence future trends in themed café design and wider spatial design strategies.
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