A Study on the Effect of Service Innovation and Reminiscent Style to Customer Dining Experience of Taiwanese Cruising.

• Main Authors: Feng-Mei Lee, 李鳳美
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39310308878956717766

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 99 === In recent years, with global economic decline and cross-strait relation changes, there are great impacts on Taiwanese Tourism and Restaurant Industry. In highly competitive market, to survive and to reach top of business, for an aged restaurant with stories through history, is challenge as well an opportunity. The study aims to explore the influences among service innovation, reminiscent atmosphere and style, and customer dinning experiences. The research purposes are listed as below: 1. Served as basis of study on customer dinning, to explore the meanings of service innovation and to realize consumers’ awareness about service innovation. 2. Served as basis of study on customer dinning, to explore the content of reminiscent product and to realize consumers’ awareness about reminiscent atmosphere and style. 3. Chosen Taiwanese cuisine restaurant customers as verified objects, study the correlations among service innovation, reminiscent atmosphere and style, and customers’ dinning experience in order to provide suggestions and visions to the operations of Taiwanese cuisine restaurants. Research method used is convenient sampling of questionnaire. Questionnaires have been given out 325 copies and 291 questionnaires have been retrieved availably among Taiwanese cuisine restaurants in greater Taipei area. Statistic analysis methods are descriptive statistics, single factor analysis, and regression analysis. The attainable conclusions of this research are summarized as: 1. Service innovation has significantly positive influence on customer dinning experience. 2. Reminiscent atmosphere and style have significantly positive influence on customer dinning experience. 3. Both service innovation and reminiscent atmosphere and style have significantly positive influence on customer dinning experience. As concluded, continuing providing businessmen with high quality and profoundly cultural service, customers’ nostalgic emotions would be induced. In the meanwhile, to implement the service innovation in all dimensions, it would enhance and upgrade customer dinning experiences. Further, it would lead the enterprise to be significant among competitors in market. Research conclusion and recommendations are applied as references for academic and industry.