| Summary: | 碩士 === 實踐大學 === 餐飲管理學系餐飲產業創新碩士班 === 107 === Numerous new technologies have emerged rapidly; the revolutions that affected industrial infrastructures have also changed the pattern livelihood consumption. Catering companies in various countries have utilized technology to change their service models. Noun restaurants, such as smart restaurants, technology restaurants, self-service restaurants and other new types of restaurants have appeared. In the current competitive market, catering businesses are focusing on customer's needs, in order to create distinctiveness that exceeds customer's expectations "Service innovation creates service value is the foundational principle for catering business to pursue service quality, achieve customer's satisfaction and consolidate the core value of sustainable management. Bolton and Drew (1991) suggested that customers weight service quality and related costs in a given environment when evaluating service value; this weighting process reflects individual needs. A rapid changing technological environment accelerates the transformation of consumer behavioral patterns, subsequently; consumer trends are also more diverse and personalized. Currently, whether the catering industry innovative services can satisfy customers has become an important contemporary topic.
This study assumes that the psychological distance of consumers is the interference variable to explore the distance between the consumer's psychological distance and two variables, namely service innovation and service value, and then further evaluates the difference of impact. This study takes the literature discussion as the theoretical basis and Hertog (2000) the service innovation four facets as the framework. Supplemented by data collection and use of social psychology Lieberman & Trope (1998), the Construal Level Theory, from the perspective of psychological distance to scrutinize and analyze the impact of consumers on the value generated by the catering industry after performing service innovation. When consumers are close to the Low-level construal, they will evaluate events in a concrete, unstructured, contextualized manner. When consumers are far from the High-level construal, they will evaluate events in an abstract, structured, and decontextualized manner.
This study will conduct convenience sampling in an experimental manner to ensure reliability and validity. Experimental design is used to simulate situational design that manipulates psychological distance. In order to govern other variables, the subjects were mainly students in the Taipei Shich Chien university hospitality department and 268 questionnaires of valid samples were collected and analyzed by SPSS 20.0 statistical analysis software. The results of the study show that "service innovation" has a significant positive impact on "service value". The distance of psychological distance is not the interference variable of service innovation to service value, but the distance of psychological distance will affect the relationship between new service concept and service value in service innovation the relationship between values has an impact. Based on the research results, the research will propose relevant management discussions and suggestions to provide reference for catering industry in formulating service innovation strategies.
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