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黄涛
陳淑霞
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (英文學制)
碩士
2021
Servicescape Effects on Millennial Consumers‘ Perceptions and Buying Behavior through EWOM：A Case Study of High- end Full-service Restaurants in China
Servicescape Effects on Millennial Consumers‘ Perceptions and Buying Behavior through EWOM：A Case Study of High- end Full-service Restaurants in China
服務景觀 ; 千禧一代 ; 滿意度 ; 餐飲品牌形象 ; 電子評論
Servicescape ; Millennials ; Satisfaction ; Restaurant brand image ; E-WOM
公開日期：9/6/2025
隨著餐飲業的蓬勃發展，新消費者的出現改寫了市場的舊格局，給餐飲業帶來了新的機遇和挑戰。近年來，千禧一代以其強大的購買力成為餐飲市場的主流群體。為了使餐飲業煥發出新的活力，吸引和保持忠誠客戶群已成為餐飲業經營者的主要途徑。本文從服務逃逸的三個維度探討了餐飲服務品質對顧客滿意度、顧客忠誠度和顧客行為的影響，以及品牌形象對顧客滿意度的影a響。
本研究採用 s-o-r 模型考察了服務逃避三要素(食品品質、餐廳環境和員工)與餐廳形象、顧客滿意度和隨後的行為意向之間的關係。為了更詳細的資料分析，本研究將測試每個變數的問卷專案的信度和效度。使用回歸分析中的 f 值和 p 值來驗證假設的正確性。服務景觀的三個元素對千禧一代選擇餐廳有正面影響。餐廳形象在食品品質中雖然不能起到仲介作用，但在兩個因素中起到了部分仲介作用，餐廳形象對顧客滿意度的積極影響是非常明顯的。服務逃逸引起的顧客行為以及餐飲品牌對顧客滿意度的影響，對當前餐飲業的發展具有一定的啟示作用。
本研究採用 s-o-r 模型考察了服務逃避三要素(食品品質、餐廳環境和員工)與餐廳形象、顧客滿意度和隨後的行為意向之間的關係。為了更詳細的資料分析，本研究將測試每個變數的問卷專案的信度和效度。使用回歸分析中的 f 值和 p 值來驗證假設的正確性。服務景觀的三個元素對千禧一代選擇餐廳有正面影響。餐廳形象在食品品質中雖然不能起到仲介作用，但在兩個因素中起到了部分仲介作用，餐廳形象對顧客滿意度的積極影響是非常明顯的。服務逃逸引起的顧客行為以及餐飲品牌對顧客滿意度的影響，對當前餐飲業的發展具有一定的啟示作用。
With the vigorous development of the catering industry, the emergence of new consumers has rewritten the old pattern of the market, brought new opportunities and challenges to the catering industry. In recent years, millennials have become the mainstream group in the catering market with their strong spending power. In order to make the catering industry burst into new vitality, attracting and maintaining loyal customer groups has become the main way for catering industry managers. This paper discusses the influence of the quality of catering service on customer satisfaction, customer loyalty and behavior, and the influence of brand image on customer satisfaction from three dimensions of servicescape.
This paper uses the SOR model to examine the relationship between the three elements of servicescape (Food Quality, Restaurant Environment and Employee) and restaurant image and customer satisfaction and subsequent behavioral intentions.
This study was conducted by collecting 363 valid questionnaires and using SPSS 26.0 to examine the relationship between variables. For more detailed data analysis, this study will test the reliability and validity of the questionnaire items for each variable. Use the F value and P value in the regression analysis to test the correctness of the hypothesis.
Three elements from servicscape have a positive impact on millennials' choice of restaurants. Although the restaurant image cannot play a mediating role in the part of food quality, it plays a partial mediating role in the two elements and the positive effect of restaurant image on customer satisfaction is very obvious. The customer behavior caused by Servicescape and the influence of restaurant brand on customer satisfaction will give some enlightenment to the current restaurant industry.
This paper uses the SOR model to examine the relationship between the three elements of servicescape (Food Quality, Restaurant Environment and Employee) and restaurant image and customer satisfaction and subsequent behavioral intentions.
This study was conducted by collecting 363 valid questionnaires and using SPSS 26.0 to examine the relationship between variables. For more detailed data analysis, this study will test the reliability and validity of the questionnaire items for each variable. Use the F value and P value in the regression analysis to test the correctness of the hypothesis.
Three elements from servicscape have a positive impact on millennials' choice of restaurants. Although the restaurant image cannot play a mediating role in the part of food quality, it plays a partial mediating role in the two elements and the positive effect of restaurant image on customer satisfaction is very obvious. The customer behavior caused by Servicescape and the influence of restaurant brand on customer satisfaction will give some enlightenment to the current restaurant industry.
2022
英文
124
AcknowledgementsⅠ
Abstract Ⅱ
ContentⅣ
List of Figures Ⅶ
List of Tables Ⅷ
Chapter One Introduction1
1.1 Research background 1
1.2 Service environment in the restaurant 2
1.3 Problem statement 3
1.4 Research gap 4
1.5 Research objectives and problems 5
1.6 Research target population 5
1.6.1 Consumer demand of millennial 6
1.6.2 Criteria for millennials to choose restaurants 7
1.6.3 Millennials’ sharing behavior 8
1.7Research contribution 9
1.7.1 Practical contribution 9
1.7.2Theoretical contribution 9
1.8 Signposting 10
Chapter Two Literature Review 11
2.1 Theoretical concept of servicescape 11
2.1.1 SOR model 12
2.2 Importance of the service environment 13
2.3 Perceived risk factor for the consumer 13
2.4 Different service approach in the restaurant 15
2.4.1 Definition of self-service 15
2.4.2 Definition of full service 15
2.4.3 Reasons for choosing full-service restaurants 15
2.5 Ambient factor of a service restaurant 16
2.5.1 Food quality 16
2.5.2 Environment quality 17
2.5.2.1 Lighting conditions 18
2.5.2.2 Music 20
2.5.2.3 Cleanness 21
2.5.2.4 Odor 22
2.5.2.5 Noise 23
2.5.2.6 Layout 24
2.5.3 Staff service in the full-service restaurant 26
2.6 Restaurant brand image 27
2.7 Satisfaction, expectation, and revisit intention 28
2.8 Customer Loyalty 30
2.9 E-WOM 31
2.10 E-platform leads to buying decision: Meituan platform 33
2.11Hypothesis design 34
2.11.1 Relationship between servicescape and satisfaction 34
2.11.2 Relationship between servicescape and restaurant brands 36
2.11.3 Relationship between restaurant brand and satisfaction 37
2.11.4 Relationship between satisfaction and loyalty 38
2.11.5 Relationship between satisfaction and revisit intention 38
2.11.6 Relationship between satisfaction and eWOM 39
2.11.7 Relationship between loyalty and revisit intention 40
2.11.8 Relationship between eWOM and return intention 40
2.11.9 Summary 41
Chapter Three Methodology 45
3.1 Research method and sample design 45
3.2 Questionnaire design 47
3.3 Measurement design 48
3.3.1 Pilot test 53
3.4 Tools for data analysis 53
3.5 Time table to guide the study 55
Chapter Four Research Result 56
4.1 Questionnaire collection 56
4.2 Reliability statistics and validity statistics 58
4.3 Regression Analysis 61
4.3.1 Effects of servicescape on brand 63
4.3.2 Effects of servicescape on satisfaction 65
4.3.3 Effects of brand on satisfaction 66
4.3.4 Effects of brand on satisfaction 68
4.3.5 Effects of satisfaction on revisit intention 69
4.3.6 Effects of satisfaction on e-WOM 70
4.3.7 Effects of loyalty on revisit intention 71
4.3.8 Effects of E-wom on revisit intention 73
4.4 Mediating effect 76
Chapter Five: Discussion and Conclusion 78
5.1 Summary of study findings 78
5.2 Discussion 79
5.3 Theoretical implications 80
5.4 Practical implications 81
5.5 Limitations and recommendation for future study 82
5.6 Conclusion 84
References 85
Curriculum Vitae 115
Appendix A:Queationnaire 118
List of Figures
Figure 1 Three elements of servicescape 42
Figure 2 Conceptual model to guide the study 42
Figure 3 Model results74
List of Tables
Table 1 Segmented restaurant market size by service type in China (2015 -2019) 2
Table 2 China’s catering revenue from 2012 to 2020 3
Table 3 Factors that millennials consider when choosing restaurants 8
Table 4 Probability of people of different ages sharing their dining experience 9
Table 5 Customers’ perceived risks 14
Table 6 Hypotheses adopted from the previous study 44
Table 7 Measurement of dimensions and references 52
Table 8 Tentative research timeline 55
Table 9 Demographic profile of sample characteristics 57
Table10 Reliability and validity of the constructs 59
Table 11.1 Model Summary 63
Table 11.2 ANOVAa 64
Table 11.3 Coefficientsa 65
Table 12.1 Model Summary 65
Table 12.2 ANOVAa 65
Table 12.3 Coefficientsa 66
Table 13.1 Model Summary 67
Table 13.2 ANOVAa 67
Table 13.3 Coefficientsa 68
Table 14.1 Model Summary 68
Table 14.2 ANOVAa 68
Table 14.3 Coefficientsa 69
Table 15.1 Model Summary 69
Table 15.2 ANOVAa 70
Table 15.3 Coefficientsa 70
Table 16.1 Model Summary 70
Table 16.2 ANOVAa 71
Table 16.3 Coefficientsa 71
Table 17.1 Model Summary 72
Table 17.2 ANOVAa 72
Table 17.3 Coefficientsa 72
Table 18.1 Model Summary 73
Table 18.2 ANOVAa 73
Table 18.3 Coefficientsa 74
Table19 Summary of mediation test results 77
Abstract Ⅱ
ContentⅣ
List of Figures Ⅶ
List of Tables Ⅷ
Chapter One Introduction1
1.1 Research background 1
1.2 Service environment in the restaurant 2
1.3 Problem statement 3
1.4 Research gap 4
1.5 Research objectives and problems 5
1.6 Research target population 5
1.6.1 Consumer demand of millennial 6
1.6.2 Criteria for millennials to choose restaurants 7
1.6.3 Millennials’ sharing behavior 8
1.7Research contribution 9
1.7.1 Practical contribution 9
1.7.2Theoretical contribution 9
1.8 Signposting 10
Chapter Two Literature Review 11
2.1 Theoretical concept of servicescape 11
2.1.1 SOR model 12
2.2 Importance of the service environment 13
2.3 Perceived risk factor for the consumer 13
2.4 Different service approach in the restaurant 15
2.4.1 Definition of self-service 15
2.4.2 Definition of full service 15
2.4.3 Reasons for choosing full-service restaurants 15
2.5 Ambient factor of a service restaurant 16
2.5.1 Food quality 16
2.5.2 Environment quality 17
2.5.2.1 Lighting conditions 18
2.5.2.2 Music 20
2.5.2.3 Cleanness 21
2.5.2.4 Odor 22
2.5.2.5 Noise 23
2.5.2.6 Layout 24
2.5.3 Staff service in the full-service restaurant 26
2.6 Restaurant brand image 27
2.7 Satisfaction, expectation, and revisit intention 28
2.8 Customer Loyalty 30
2.9 E-WOM 31
2.10 E-platform leads to buying decision: Meituan platform 33
2.11Hypothesis design 34
2.11.1 Relationship between servicescape and satisfaction 34
2.11.2 Relationship between servicescape and restaurant brands 36
2.11.3 Relationship between restaurant brand and satisfaction 37
2.11.4 Relationship between satisfaction and loyalty 38
2.11.5 Relationship between satisfaction and revisit intention 38
2.11.6 Relationship between satisfaction and eWOM 39
2.11.7 Relationship between loyalty and revisit intention 40
2.11.8 Relationship between eWOM and return intention 40
2.11.9 Summary 41
Chapter Three Methodology 45
3.1 Research method and sample design 45
3.2 Questionnaire design 47
3.3 Measurement design 48
3.3.1 Pilot test 53
3.4 Tools for data analysis 53
3.5 Time table to guide the study 55
Chapter Four Research Result 56
4.1 Questionnaire collection 56
4.2 Reliability statistics and validity statistics 58
4.3 Regression Analysis 61
4.3.1 Effects of servicescape on brand 63
4.3.2 Effects of servicescape on satisfaction 65
4.3.3 Effects of brand on satisfaction 66
4.3.4 Effects of brand on satisfaction 68
4.3.5 Effects of satisfaction on revisit intention 69
4.3.6 Effects of satisfaction on e-WOM 70
4.3.7 Effects of loyalty on revisit intention 71
4.3.8 Effects of E-wom on revisit intention 73
4.4 Mediating effect 76
Chapter Five: Discussion and Conclusion 78
5.1 Summary of study findings 78
5.2 Discussion 79
5.3 Theoretical implications 80
5.4 Practical implications 81
5.5 Limitations and recommendation for future study 82
5.6 Conclusion 84
References 85
Curriculum Vitae 115
Appendix A:Queationnaire 118
List of Figures
Figure 1 Three elements of servicescape 42
Figure 2 Conceptual model to guide the study 42
Figure 3 Model results74
List of Tables
Table 1 Segmented restaurant market size by service type in China (2015 -2019) 2
Table 2 China’s catering revenue from 2012 to 2020 3
Table 3 Factors that millennials consider when choosing restaurants 8
Table 4 Probability of people of different ages sharing their dining experience 9
Table 5 Customers’ perceived risks 14
Table 6 Hypotheses adopted from the previous study 44
Table 7 Measurement of dimensions and references 52
Table 8 Tentative research timeline 55
Table 9 Demographic profile of sample characteristics 57
Table10 Reliability and validity of the constructs 59
Table 11.1 Model Summary 63
Table 11.2 ANOVAa 64
Table 11.3 Coefficientsa 65
Table 12.1 Model Summary 65
Table 12.2 ANOVAa 65
Table 12.3 Coefficientsa 66
Table 13.1 Model Summary 67
Table 13.2 ANOVAa 67
Table 13.3 Coefficientsa 68
Table 14.1 Model Summary 68
Table 14.2 ANOVAa 68
Table 14.3 Coefficientsa 69
Table 15.1 Model Summary 69
Table 15.2 ANOVAa 70
Table 15.3 Coefficientsa 70
Table 16.1 Model Summary 70
Table 16.2 ANOVAa 71
Table 16.3 Coefficientsa 71
Table 17.1 Model Summary 72
Table 17.2 ANOVAa 72
Table 17.3 Coefficientsa 72
Table 18.1 Model Summary 73
Table 18.2 ANOVAa 73
Table 18.3 Coefficientsa 74
Table19 Summary of mediation test results 77
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