| Summary: | 碩士 === 朝陽科技大學 === 應用英語系碩士班 === 102 === Health is the main concern for the most people in the 21 century. Since vegetarian food is beneficial to the health, many people begin to accept the vegetarian food as the one of their main food choice not only due to the religion choice but also the health concern.
According to German vegetarianism Association, 2.5% of 6.9 billion populations in the world is the veggie. There are more and more vegetarian restaurants started to use the Service Innovation in order to break with tradition, the Service Innovation has become the key factor for the vegetarian restaurants to attract more consumer groups.
For this reason, the study aims to explore how vegetarian restaurants attract vegetarian and non-vegetarian customers by using service innovation. The questionnaire is expected in the well-known vegetarian website providing 300 copies and questionnaire design aims to understand the vegetarian restaurant customers concerning their repurchase intention in Taiwan. The study result shows that Service Innovation is not an only key point for the vegetarian restaurant customers because most customers who have internal demand such as religion or healthy concern. Therefore, if the vegetarian restaurant wants to attract more customer clusters via Service Innovation, it could focus on the restaurant’s menu, decoration even gastronomy. Hence, the study will become other vegetarian restaurants as the basis of innovation.
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