| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 107 === Taiwan's ability to innovate has emerged internationally, and quality service has also been recognized. Therefore the demand for catering services is increasing. Ding Tai Fung is the top of the catering service industry. The outstanding innovation service makes diners feel impressive through the experiential value, also to build up a better relationship with the customer and enhance their word-of-mouth. However, most of the previous studies have not directly explored the relationship between consumers’ flow with experience value and relationship quality with word-of-mouth. Therefore, this study will investigate and explored by consumers who accept Din Tai Fung's innovative services. The participants in this study chose the customers who have been to Ding Tai Fung. The valid sample is 500. SEM with LISREL computer program was used to analysis of each association. The results of the analysis are: (1) higher service innovation has higher flow；(2) higher service innovation has higher experiential value；(3) higher experiential value has higher flow；(4) higher flow has higher relationship quality；(5) higher relationship quality has higher word-of-mouth. In conclusion, when companies let customers feel the service innovation, the flow and experience will be higher, the quality of the relationship will be higher, and finally promote word-of-mouth communication. Least but not last, the study also provided relevant practical advice and solutions based on the above findings.
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