Indian Journal of Arts PERSPECTIVE International Quarterly Journal for Arts ISSN 2320 – 6659 EISSN 2320 – 687X © 2016 Discovery Publication. All Rights Reserved
Designing a coffee shop: did you consider the atmosphere?
Publication History Received: 15 January 2015 Accepted: 8 November 2015 Published: 1 March 2016
Citation Siti Aisyah Muhammad, SungPil Lee. Designing a coffee shop: did you consider the atmosphere?. Indian Journal of Arts, 2016, 6(17), 1-15
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Designing A Coffee Shop: Did You Consider The Atmosphere?
Siti Aisyah Muhammad1 and SungPil Lee2
1 University Malaysia of Kelantan (UMK), Malaysia [email protected]
2Dongseo University (DSU), South Korea [email protected]
ABSTRACT
The creative industry has considered service innovation design as a crucial component, which has the significant impact on the perception of the consumer has been proven in the countries that are major in the design market. The purpose of the study is to determine the preferences of the customers in selecting a coffee shop via the successful design that have been implemented in service innovation design and applied Semantic Differential Methodology. The results represent about the implication of the service innovation that explicit the significant information about the perceptions of the customers in the design.
This could be useful fundamental data enabling designers to understand the factor of preferences easily and to establish appropriate design concepts for their coffee shop.
Keywords: creative industry, service innovation design, atmosphere, coffee shop, physical environment
INTRODUCTION
This paper intentionally exposes the implementation of service innovation design approach in the cultural and the creative industry. Promoting service innovation design as part of cultural and creative design industries has been implemented in many countries that are major in design industries such as England,
Japan, and South Korea (Ko, Lin & Lin, 2009). In addition, the service innovation design has been the 2
second highest output value of the creative industry in England. As quoted by Ko, Lin and Lin (2009, Page
p.01), “while service innovation design is under tough competitive pressure from the developing global market, it seems that the local design should be focused on the ‘service’ to adapt an ‘innovation’ to product ‘design’”. Therefore, this paper proposes to illustrate the method of service innovation design, which has a significant impact on the perception of the customers in the innovation regarding a coffee shop. Apparently, the design is developed for the customers, users, clients and so on. The service innovation design, however, emphasizes their perception that lead to the loyalty and satisfaction increases the market industry. In other words, a happy customer leads to the positive perception and increases positive impact to the product and service market. In fact, the world of service market is very much relying on the environmental psychology. Environmental psychologists suggest that the feelings or the emotions of the people determine what they do and how they do it (Donovan & Rossiter, 1982;
Mehrabian & Russel, 1974). Perception, in addition, is the instant response to the immediate environment, whereas cognition refers to the process of semantic and verbal classification of perception (Bro, 2000).
Impression and customer’s behavioral intention that are related with the customer’s satisfaction whereby physical environment and cognitive emotion do take the decision upon their retention and revisiting the place (Han et al., 2009; Hyun et al., 2011; Ha & Jang, 2013).
The creative industry is a wide creative action involving the subjective precise definition, but all contribute to the economic and industrial tendency; art, design, advertising, architecture etc. Hence, service design in innovative product development narrates the aspects of aesthetics, ergonomics, user- friendliness, efficient use of materials, functional performance and so on (Gemser & Leenders, 2001).
Consequently, this study examined the relationship between the design attributes of a coffee shop
(physical environment) and customer’s preferences (perception) as the example of service innovation design employment in the creative industry. Customers usually obtain their first impression of a product from visual stimuli, including the form (Hsiao, 1994a, 1997), color (Hsiao, 1994b, c), and material (Hao et al., 2001). Bergenwall (1998) states that ‘‘emotions usually lead to some kind of actions by the
3 individual, i.e. they have some kind of consequences''. Despite there are many components and factors Page lead to positive customer’s impression, this study will use KJ Method and Semantic Differential (SD)
methodology to explicit the factors of customer’s impression to a design quality of a coffee shop
(Bergenwall , 1998).
Coffee Shop
Historically, the coffee shop in South Korea begins with dabang after the Japanese colonization (1910-
1945) with a very different westernized style and only the royal and the high positions people could afford it. Later in the 1970s, the concept of dabang that involve the DJ playing recorded music upon the request of the customers. Then, the competition among the dabangs in 1980 have created many styles and ideas of its atmosphere and started to be called as a café. In the 1990s, the people thought that the consumption had a style too. Thus, they preferred the cafés with neater interior designs and emphasize professionalism in the coffee choice. Then, there was a huge shift in the Korean café culture’s history in
1999 when Starbucks, the first foreign franchise coffee shop in Korea, was established in Sinchon, Seoul.
Starbucks introduced Korea to a new café culture, such as take-out and self-service system without a good-looking waitress and the customer staying at a café alone while reading a book or doing homework.
Since then, more foreign franchise coffee shops entered the market with a greater variety of coffee and atmospheres, and more local franchise cafés and small private-owned cafés appeared with their unique features (Jang, 2012). Rust and Oliver (1994) argued that the perception of service quality such as reliability is based on the customer’s evaluation of the physical service factors such as design. In fact, the loyalty of the customer is considered to be an important factor for increasing the profitability and maintaining the position of the organization (Mohammad et.al, 2012). The impression is usually affected by the senses, reviews, social media, and personal experiences that had become a part of the marketing concept. Thus, referring to the literature review, this study has selected two coffee shops in Busan as a subject of the test in order to explicit the factors of the preferences of the customers.
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METHODOLOGY
The city in Seomyeon, Busan are provided with various kinds of coffee shops, either international franchise or local, themed or traditional. A pre-test survey has been done with 20 samples in order to decide the most visited and want to be visited coffee shop according to the exterior and the interior of the coffee shops in Seomyeon. The two coffee shops are also selected with the same criteria, which is local
Korean franchise coffee shop and are located within 100m bounds. Based on the result, two different styles of coffee shops were selected namely OK Dabang and KAVAN Espresso. OK Dabang has started its business in the year 2005 and currently has 7 franchises until the year 2014. It continues the tradition of the dabang atmosphere where the DJ and music request are provided. OK Dabang in Seomyeon, Busan has been opened in the year 2011 at the corner of a two-storey building. Located at the same junction with
OK Dabang, KAVAN Espresso has been opened since the year 2012 that has brought a different atmosphere than OK Dabang. KAVAN Espresso follows the contemporary industrial design interior with modern gallery look. Figure 1 below shows the location of both coffee shops.
Figure 1. Both coffee shops locations 5
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Figure 2. Keywords for the subjects
20 samples were figured their impressions resulted from 101 adjectives for both subjects using the KJ method (Figure 2). Semantic Differential Methodology (SDM) consists of listing the semantic attributes of the product to analyze and to carry out the user tests in which the user must assess the product according to these attributes. The attributes are often defined by pairs of antonymous adjectives, which lie at either end of a qualitative scale. Derived from the adjectives given by the samples, 15 pair’s adjectives are clustered according to the similar and highest repetition of meanings (Tables 1 and Figure
3). Based on the pairwise adjectives, the photographic images were analyzed, categorized and investigated through a questionnaire using the Semantic Differential (SD) methodology. The SD method is applied in order to evaluate the customers’ impressions upon both selected coffee shops. The participants were asked to fill up the questionnaire without visiting the places. A video and a photographic image of OK Dabang and KAVAN Espresso are shown at the beginning of the answering session. The bipolar 5-point scale is used where the participants would evaluate both of the coffee shops based on the nearest accurate impression to the adjectives provided (Table 1). There were 100 samples who participated in this study (male: 49, female: 51) where 61% are the Design Students and 39% are 6 Page
from the others category (4%: unemployed; 9%: arts or entertainment field; 16% education field; 4% financial field; 3% public servant; 2% health care field; 1% real estate field).
Table 1 The bipolar 5- point scale 1 2 3 4 5 1 INFORMAL FORMAL 2 FLEXIBLE RIGID 3 ORDINARY EXCLUSIVE 4 LEISURE TENSE 5 AFFORDABLE EXPENSIVE 6 NOSTALGIA FUTURISTIC 7 TRADITIONAL MODERN 8 QUIET NOISY 9 GLOOM BRIGHT 10 FUNNY SERIOUS 11 ENJOYMENT LEGISLATIVE 12 SOCIALNESS PRIVACY 13 LOCALITY UNIVERSAL 14 FREEDOM ETIQUETTES 15 ISOLATED UNIFIED
RESULTS
The results of the bipolar 5-point scale are presented as X-axis representing the pairwise adjectives and the Y-axis is a number of the participants while the series are the 5-point scale. Generally, based on the scattered chart (Figure 4), the graph skewed significantly towards the left side adjectives. Moreover, the participants’ preferences were more profound choosing the adjectives ‘Enjoyment/Legislative’ where
58% of the participants chose the second point, that is nearest to ‘Enjoyment’. On the other hand,
generally the graph above is skewed significantly towards the right side adjectives. Compared to the OK 7 Dabang, the adjectives selected for KAVAN Espresso is less significant where there is more than one Page high percentage of the chosen adjectives.
Figure 3.Photograpic images of both coffee shops
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Figure 4. Scattered chart for both coffee shops
Factor analysis
Factor analysis investigates the correlations among the subsets of the responses to the bipolar pairs and the groups that have correlated variables, and such that, each group is largely independent of the others.
Exploratory factor analysis was employed to identify the groups, which might explain most of the variance in the data. The results of the principal components analysis are shown below. The evaluation scores were averaged for each adjective and layout sample, and a factor analysis was performed on the average scores found for the adjectives. From the fifteen pairwise of adjectives given to the both coffee shops, there are six factors extracted. The value above 0.5 is significantly selected and clustered. Figure 4 and Table 2 show the graphical and numerical summaries of the cluster solution of OK Dabang and
KAVAN Espresso coffee shops.
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Figure 4. Component subtracted for (left) OK Dabang and (right) KAVAN Espresso
Table 2 Principle components analysis results for OK Dabang and KAVAN Espresso
Component of OK Dabang 1 2 3 4 5 6 Privacy/ .701 -.139 -.198 .315 -.102 -.113 socialness Rigid/ .678 .044 .103 -.176 .275 .168 flexible Exclusive/ .563 .012 .041 .329 .191 -.037 ordinary Bright/ .589 .224 .254 .149 -.406 .019 gloomy Affordable/ .260 .626 .371 .001 .227 -.057 expensive Enjoyment/ .043 .780 -.164 .047 .109 .192 legislative Freedom/ - -.113 .583 .031 .187 .045 etiquette .135 Quiet/ -.119 -.052 .837 .026 -.174 .054 noisy Traditional .220 .031 .609 .414 .153 -.113 / modern Unified/ - .487 .137 .526 -.030 .335 isolated .085 Locality/ .243 .021 .061 .748 .039 .224 universal Nostalgic/ .002 .335 .113 .729 .053 -.063 futuristic Leisure/ 10 .039 -.046 -.084 .050 .802 .249 tense Formal/ .132 .435 .005 .186 .637 -.250 Page
informal Serious/ .035 .138 .043 .103 .115 .900 funny
Component of KAVAN Espresso 1 2 3 4 5 6 Formal/ .629 .226 .111 .359 -.091 .187 informal Rigid/ .751 .125 .022 -.008 -.033 -.126 flexible Bright/ .785 .022 .027 -.114 -.103 .054 gloomy Unified/ .511 -.044 .046 .280 .442 .109 isolated Exclusive/ .151 .554 .337 .376 .208 .078 ordinary Serious/ .018 .787 -.073 .031 -.083 -.135 funny Freedom/ .167 .638 -.017 .164 .181 .121 etiquette Quiet/ .241 .109 .668 .090 -.166 -.099 noisy Nostalgic/ -.130 -.152 .767 -.021 .134 .315 futuristic Privacy/ .035 .164 .020 .833 -.070 .042 socialness Affordable/ -.264 .098 -.078 -.143 .822 -.125 expensive Enjoyment/ -.003 -.059 .151 .148 -.142 .676 legislative Traditional .256 .380 -.093 -.304 .377 .560 / modern Leisure/ .020 .484 .410 -.327 -.074 -.373 tense Locality/ .443 .142 .318 .197 .418 -.410 universal
Table 3 The clustered factors of both subjects
Adjectives Component Formal/ informal Ambience Rigid/ flexible Bright/ gloomy
Unified/ isolated Locality/ universal Emotion Nostalgic/ futuristic 11
Quiet/ noisy Page
Affordable/ expensive Gesture Enjoyment/ legislative Freedom/ etiquettes Exclusive/ ordinary Impression Serious/ funny Traditional/ modern Spatial layout Privacy/ socialness Leisure/ tense Mood
CONCLUSION
The similar research topic as a coffee shop is themed restaurant that has been studied by Kim and Moon
(2009). However, from the literature review, a coffee shop also has its own significant components, which do not precisely apply by the themed restaurant such as McDonald and Wizard Magic. The culture of the
Korean who socializes while eating or drinking may result from a good quality of coffee provided by the coffee shops, thus the taste is not the main attention to select their most preferred one. Besides that, as been stated by Jang (2012), the limited space also resulting Korean to select the coffee shop as a gathering and meeting place than their house. Coffee shop in Korea has many functions rather than only a drinking place. It does attach with their mental as well. In a coffee shop, ambiance is part of the atmosphere, which, do not only consist of the physical layout but also the total environment, including the sensory. OK, Dabang has the fusion looks which combined the vintage and local Korean traditional environment; sitting on the floor. Conversely, KAVAN Espresso parallels to the current industrial contemporary design concept with modern and classy looks.
The results show significant preference upon both of the coffee shops. Participants’ preferred OK
Dabang as enjoyment and leisure place while KAVAN Espresso as the legit and serious place. Therefore, it is agreed by Kotler, that the atmosphere has an emotional effect to the buyers that could enhance his purchase probability, as it is describable in sensory terms. The atmospheres between the two places are different, yet both have their own criteria and architectural styles that could enhance the atmosphere. The 12 best result of the factor analysis of both coffee shops is the factors that influence the customer Page
preferences. As a result, the fifteen adjectives have been merged and clustered to six components attributes from principle component and hierarchal analysis. Furthermore, the positive impression of the customers at the first visit may lead to the positive judgment; behavioral intention. They will recognize the coffee shop as a memorable and functional place and ready to promote a positive word-of-mouth and became their preference for next visit. Apparently, the physical environment factors need to satisfy a pleasant perceived senses to the customer, involving sight, smell, hearing, touch and obviously the taste, as, the customer easily remember a surrounding that has an impact towards them. The implication of this study is, considering the service innovation design approach in creative industry will provide a huge information preference for designers on how to satisfy the users or customers, which lead to a positive marketplace. However, integrating more information of the best practice examples in this creative industry could enhance the utilization of service innovation design.
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