Exploring the Relationship Between Servicescapes And Consumer Behavior Intentions – Evidence from theme restaurants

• Main Authors: Lee, Chih-Jen, 李志仁
• Other Authors: Sung, Tung-Jung
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/a73r39

博士 === 國立雲林科技大學 === 設計學研究所 === 107 === With the advent of the age of experience economy, the nature of consumption generated a tremendous change. Consumption process is no longer simply product and replaces it with a trip to reform consumer experience. The theme restaurant shaped by servicescape can enhance consumers' quality perception, create a unique identification of experience, and produce market segmentation and differentia. However, today most of the theme restaurant owners are still believe that there are the causal relationships between dazzling space decorations and improvement of business objectives. Although they have inputted a lot of restructure funds, some can achieve the profit goals and others can not be survived, what caused it to happen is urgent to clarify. This study explores the physical factors of theme restaurants that influence consumer perceptions to develop an assessment tool for the planning and design stage. Furthermore, previous studies have viewed the relationship between servicescape and consumers' perceived quality as a linear one, and have seldom made efforts to distinguish the characteristic variations between attributes. To verify the consumers' needs of different degree levels, Kano model is employed to explore the different attributes classification; study also conducted a path analysis to confirm the appropriate of new model by adding "satisfaction" variable, and their relationships with pleasure-feeling and revisiting intention. The results pointed out that five latent variables, including aesthetics, ambient condition, space/function, seating comfort, and cleanliness, and 18 observable variables can be used as effective evaluation measurement indicators. The attributes can be classified as different categories and proved the two-dimensional relationship, furthermore, the "satisfaction" acted as a moderator to contribute to long-term relationship with consumers, by appropriate conversion, consumer emotion can be transformed into repeat purchase behaviors. The study provides a choice in order of importance serviccescape, and how it might be used in practice.