The Effects of Customer’s Participate Cooking Level on Experiential Value, Satisfaction and Behavioral Intention

• Main Authors: Chen, Yijie, 陳怡潔
• Other Authors: Chen, Kauihwang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/59956956704888401663

碩士 === 靜宜大學 === 觀光事業學系 === 100 === In recent years, the trend of customer participation in cooking has risen in the F&B industry, such as hot pot restaurants. Hot pot is no longer a seasonal choice of cuisine, thus various hot pot restaurants have been established. The main purpose of this study was to investigate the effect of customer participation in cooking on their experiential value, satisfaction, and behavioral intention. This study selected the customers of two hot pot restaurants in central Taiwan, where different levels of participation in cooking were provided, as the subjects for a questionnaire survey. There were 601 valid questionnaires returned. Exploratory factor analysis and confirmatory factor analysis were performed to confirm the dimensions and variable compositions of experiential value (service excellence, information disclosure, customer return on investment, and interest), satisfaction (product characteristics, menu design, and service quality), and behavioral intention (willingness to recommend and repurchase intention). The age of subjects, who engaged in either high or low level of participation in cooking, has significant effect on their willingness to recommend and repurchase intention. This study used Amos to validate the model and performed path analysis. The results showed that customer satisfaction is an important intervening variable affecting behavioral intention; information disclosure has a critical effect on menu design; interest has the most significant effect on product characteristics; while service quality has the most significant effect on willingness to recommend and repurchase intention. Moreover, the variable diversified choices of categories of hot pot showed that the effect of interest of subjects engaged in a high level of participation in cooking is more significant than that of those engaged in a low level of participation. Based on this result, operators of hot pot restaurants are advised to improve employees’ menu explanations and professional knowledge training, increase the diversity and interest of menu design, provide customized service that enables customers to enjoy unique dining experiences, and improve customer satisfaction to further affect their repurchase intention and willingness to recommend.