Starbucks defines and designs their service from consumers’ sense and feelings, increasing the new additional value and customer satisfaction, thus enhancing customers’ brand loyalty. Although there are many researches about the service quality of Starbucks, but among these quality factors, which factor can increase the customer satisfaction, and which factor should not be concentrated with resources, we didn’t see any specific literature discussion. In addition, the past researches focus more on how to reduce the customer dissatisfaction, which is on a passive view. Therefore this study applies Kano′s model to classify the service quality factors as must-be quality, one-dimensional quality, attractive quality, indifferent quality and reverse quality. The study shows that among 25 factors, 16 are classified as attractive quality factors, 6 are one-dimensional quality factors and 3 are indifferent quality factors. There is no must-be and reverse quality factors being classified. Accordingly, we conclude that more than half of service quality factors have two-dimensional characteristic. Moreover, the study applies Matzler and Hinterhuber′s quality improvement index to calculate the extent of satisfaction we can increase and the extent of dissatisfaction we can decrease. The study shows the quality improvement index by quadrant chart, providing coffee chain stores more definite objects to raise customer satisfaction and eliminate customer dissatisfaction. In purchase frequency aspect, by using regression analysis, the study discovers that one-dimensional and attractive quality factors both have positive significant impact on purchase frequency. The study also proves that attractive quality factor has more significant impact on purchase frequency, while most of service quality factors of experiential marketing are classified as attractive quality factors and one-dimensional quality factors.