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.
Creative industry, service innovation design, atmosphere, coffee shop, physical environment
