The Effects of Service Clues on Experience Value and Customer Satisfaction in Restaurants-The moderating effect of Restaurant Type

• Main Authors: Meng-Yi Lin, 林孟宜
• Other Authors: Sheng-Hshiung Tsaur
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/57417882181756633679

碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 100 === The purpose of this study was to investigate the causal relationships between experience value and customer satisfaction of service clues in restaurants. Furthermore, the study distinguished between full-service restaurants, using fine dining restaurants, and casual restaurants as the moderating variables. These identify intervening effects, which are experience value and customer satisfaction of service clues. A random convenient sampling and internet survey was adopted in order to collect the data, and the compiled results were statistically analyzed based on structural equation modeling using Lisrel 8.8 version software. A total of 679 surveys were received, of which 530 valid samples were used for this study (78.06% questionnaire validity rate). Clues were generally classified into three main categories: mechanic clues, humanic clues, and functional clues. The results revealed that mechanic clues, humanic clues, and functional clues have a positive and significant effect on experience value. The humanic clues and functional clues also have a positive and significant effect on customer satisfaction. However mechanic clues haves no significant effect on the customer satisfaction relationship. In addition, the type of restaurant has a significant moderating effect on the humanic clues to experience value. The relationship between humanic clues and experience value has no significant effect in the casual restaurants. However, service personnel in fine dining restaurants can create a higher value experience than those in casual restaurants. The experience values include utilitarian value and hedonic value, and customers can acquire more hedonic value in a fine dining restaurant. On the other hand, a customer can experience more utilitarian value in a casual restaurant. Consequently, the restaurant type can influence the effects between the service clues, experience value and customer satisfaction. Results and conclusions obtained from this study can be used in establishing research models for future study. Keywords: service clues, mechanic clues, humanic clues, functional clues, experience value