Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept Design
This study investigates the interplay between interior design and customer experience in shaping marketing strategies, with a specific focus on a growth-oriented coffee chain’s development of a new interior concept for future stores. The analysis is guided by the Service Opportunity Matrix (SOM), a...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Alanya Üniversitesi
2025-07-01
|
| Series: | Proceedings of the International Conference of Contemporary Affairs in Architecture and Urbanism-ICCAUA |
| Subjects: | |
| Online Access: | https://journal.iccaua.com/jiccaua/article/view/597 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849704353857798144 |
|---|---|
| author | Suzan Girginkaya Akdağ Pınar Sunar Bükülmez Gamze Ekin |
| author_facet | Suzan Girginkaya Akdağ Pınar Sunar Bükülmez Gamze Ekin |
| author_sort | Suzan Girginkaya Akdağ |
| collection | DOAJ |
| description |
This study investigates the interplay between interior design and customer experience in shaping marketing strategies, with a specific focus on a growth-oriented coffee chain’s development of a new interior concept for future stores. The analysis is guided by the Service Opportunity Matrix (SOM), a strategic framework in business and service management that facilitates a systematic understanding of service processes. A multi-site case study was conducted across distinct store locations, employing contextual inquiries, on-site interviews, and a comprehensive analysis of the customer journey. Key interior touchpoints—awareness & attract, purchase & pick-up, and eat-drink & experience—were identified and examined to uncover critical pain points within the customer experience. Mapping these areas of improvement onto the SOM framework revealed the necessity for a cohesive, integrated strategy that optimizes each touchpoint across both temporal and spatial dimensions. The findings highlight the critical need to align service environment design with operational efficiency and brand authenticity to ensure consistent, exceptional customer experiences that support sustainable economic growth.
|
| format | Article |
| id | doaj-art-04436c4144fe45a9b7ae068f3241b80f |
| institution | DOAJ |
| issn | 3023-7009 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Alanya Üniversitesi |
| record_format | Article |
| series | Proceedings of the International Conference of Contemporary Affairs in Architecture and Urbanism-ICCAUA |
| spelling | doaj-art-04436c4144fe45a9b7ae068f3241b80f2025-08-20T03:16:47ZengAlanya ÜniversitesiProceedings of the International Conference of Contemporary Affairs in Architecture and Urbanism-ICCAUA3023-70092025-07-018110.38027/ICCAUA2025EN0145Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept DesignSuzan Girginkaya AkdağPınar Sunar Bükülmez0Gamze Ekin1Department of Interior Architecture and Environmental Design, Faculty of Architecture and Design, Bahcesehir University, Istanbul, TürkiyeProduct Designer in I-AM, Istanbul, Türkiye This study investigates the interplay between interior design and customer experience in shaping marketing strategies, with a specific focus on a growth-oriented coffee chain’s development of a new interior concept for future stores. The analysis is guided by the Service Opportunity Matrix (SOM), a strategic framework in business and service management that facilitates a systematic understanding of service processes. A multi-site case study was conducted across distinct store locations, employing contextual inquiries, on-site interviews, and a comprehensive analysis of the customer journey. Key interior touchpoints—awareness & attract, purchase & pick-up, and eat-drink & experience—were identified and examined to uncover critical pain points within the customer experience. Mapping these areas of improvement onto the SOM framework revealed the necessity for a cohesive, integrated strategy that optimizes each touchpoint across both temporal and spatial dimensions. The findings highlight the critical need to align service environment design with operational efficiency and brand authenticity to ensure consistent, exceptional customer experiences that support sustainable economic growth. https://journal.iccaua.com/jiccaua/article/view/597interior designcustomer experiencecustomer journeyservice opportunity matrixsustainable economic growth |
| spellingShingle | Suzan Girginkaya Akdağ Pınar Sunar Bükülmez Gamze Ekin Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept Design Proceedings of the International Conference of Contemporary Affairs in Architecture and Urbanism-ICCAUA interior design customer experience customer journey service opportunity matrix sustainable economic growth |
| title | Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept Design |
| title_full | Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept Design |
| title_fullStr | Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept Design |
| title_full_unstemmed | Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept Design |
| title_short | Experiential Interiors for Growth-Oriented Brands: Evaluating a Coffee Chain's Interim Concept Design |
| title_sort | experiential interiors for growth oriented brands evaluating a coffee chain s interim concept design |
| topic | interior design customer experience customer journey service opportunity matrix sustainable economic growth |
| url | https://journal.iccaua.com/jiccaua/article/view/597 |
| work_keys_str_mv | AT suzangirginkayaakdag experientialinteriorsforgrowthorientedbrandsevaluatingacoffeechainsinterimconceptdesign AT pınarsunarbukulmez experientialinteriorsforgrowthorientedbrandsevaluatingacoffeechainsinterimconceptdesign AT gamzeekin experientialinteriorsforgrowthorientedbrandsevaluatingacoffeechainsinterimconceptdesign |