The era of experience economy is coming. Experiential marketing has gradually become the mainstream of marketing on the market. It provides a new state of market-ing strategy and direction beyond the traditional marketing. The key of consumers pur-chasing intention is not only just the product features to meet customer demand, but also about more personal tastes or pursuits to stimulate consumption and the feeling of touching people's hearts can be met.
This purpose of this research is to discuss five dimensions in Schmitt (1999) expe-riential marketing is applied to specialty coffee service industry? Is there other dimen-sion not found? This research is to utilize the way of personal depth-interview for ex-ploratory research. Mainly for the clients as the interview object are from a famous spe-cialty coffee shop. To understand the reasons of clients repeat consumption in the spe-cialty coffee shop and the relationship of five dimensions in experiential marketing.
Total respondents are 12 people and selected by purposive sampling method, that female respondents are 5 people, male respondents are 7 people. Full recording is taken in the interview process, sorting verbatim, inducing, analyzing, integration and deduc-tion.
The results of this study are found, respondents visit specialty coffee shop to have consumption experience, and that meet Schmitt (1999) proposed experiential marketing of five dimensions. Besides, the discovery of a new research is called "relaxation ex-perience" dimension, which is an expectation, existed inside the heart before having a consumption in specialty coffee shop. The cause of this experience occurs for past con-sumption experience by left of better experience. This main stage happened before go forward to the coffee shop. Respondents will feel the experience of mind appeared about to, resulting in relaxed and pleasant emotions.
Finally, based on this research results are to propose the theory of practice and pol-icy implications, and the subsequent recommendations of the academic study.
