THE STUDY OF NON-LINEAR RELATIONSHIPS IN THEME RESTAURANT SERVICESCAPE ATTRIBUTES

Abstract

: Theme restaurant atmosphere shaped by servicescape can enhance consumers' perceived quality, create a unique experience identification, and produce market segmentation and differentiation. However, a majority of theme restaurant owners currently continue to believe that a necessary dependent relationship exists between dazzling spatial decorations and improvements of business objectives. Although they have invested numerous funds for restructuring and redecorating, some owners can achieve goals of accruing profits whereas others are unable to survive. The reasons behind these varying outcomes must be investigated in a systematic manner. 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. This study employed the Kano model to examine the different perceived quality evaluations of consumers regarding the attributes of theme restaurant servicescape. The concrete results can effectively provide importance rankings for trade-offs. When encountering competitive situations and limited resources, more important attributes or characteristics can be implemented more rapidly to enhance consumers' perceived quality. The results of this study can also provide references for orientation and development in future spatial planning. Abstract: Theme restaurant atmosphere shaped by servicescape can enhance consumers' perceived quality, create a unique experience identification, and produce market segmentation and differentiation. However, a majority of theme restaurant owners currently continue to believe that a necessary dependent relationship exists between dazzling spatial decorations and improvements of business objectives. Although they have invested numerous funds for restructuring and redecorating, some owners can achieve goals of accruing profits whereas others are unable to survive. The reasons behind these varying outcomes must be investigated in a systematic manner. 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. This study employed the Kano model to examine the different perceived quality evaluations of consumers regarding the attributes of theme restaurant servicescape. The concrete results can effectively provide importance rankings for trade-offs. When encountering competitive situations and limited resources, more important attributes or characteristics can be implemented more rapidly to enhance consumers' perceived quality. The results of this study can also provide references for orientation and development in future spatial planning. during the planning of theme restaurants follow traditional design criteria are beholden to an individual design style, and less consideration is given to the preference of the target consumers. this study references the framework of environmental perception proposed by Bitner [5] as its first theoretical basis. This theoretical basis is used to clarify the physical factors that form consumers' perceived images in theme restaurants. Previous influence of servicescape customers' perceived services quality. Abstract: Theme restaurant atmosphere shaped by servicescape can enhance consumers' perceived quality, create a unique experience identification, and produce market segmentation and differentiation. However, a majority of theme restaurant owners currently continue to believe that a necessary dependent relationship exists between dazzling spatial decorations and improvements of business objectives. Although they have invested numerous funds for restructuring and redecorating, some owners can achieve goals of accruing profits whereas others are unable to survive. The reasons behind these varying outcomes must be investigated in a systematic manner. 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. This study employed the Kano model to examine the different perceived quality evaluations of consumers regarding the attributes of theme restaurant servicescape. The concrete results can effectively provide importance rankings for trade-offs. When encountering competitive situations and limited resources, more important attributes or characteristics can be implemented more rapidly to enhance consumers' perceived quality. The results of this study can also provide references for orientation and development in future spatial planning.