A Study of Consumer Experience in The Theme Food Court- A Case Study of Taiwan Food Court in Tianjin, China

• Main Authors: Ying-Chien Hsu, 徐迎騫
• Other Authors: Te-Ping Kuo
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/77074432316260431328

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 100 === In recent years, many food and beverage firms in Taiwan have expanded their business to China. Most of them advertise with Taiwanese cuisine and survive in the early phase, because Chinese people tend to have more curiosity and favorable feelings toward Taiwanese cuisine. However, the demands in dining following Chinese earnings increasing are no longer foods and service but "experience". If these Taiwanese food and beverage firms would like to gain competitive advantages, they should consider how to shape the theme of "Taiwan" in order to fulfill the demands of experiencing Taiwan for Chinese people. Experiential marketing (Schmitt, 1999) is applied as the fundamental framework for consumer experience of the study. This study is to analyze the impact of "Customer satisfaction" from the consumer experience in the theme of "Taiwan" through the "Taiwanese food court" in Tianjin city, China. The main findings are that all five consumer experiences "Sense experience", "Feel experience", "Think experience", "Act experience", "Relate experience" have significant impact on "Customer satisfaction". "Sense experience" has the greatest impact on "Overall satisfaction" and "Repurchase intention" which are helpful to maintain the regular customers. "Act experience" has the greatest impact on "Price tolerance" and "Recommendation intention" which are helpful to maintain the regular customers and develop new customers. Last, conclusions and managerial recommendations are drawn for industry practitioners’ reference.