主题餐厅服务场景对忠诚度的形成研究

A Study on How Service Scenes in Theme Restaurants Develop Guests’Loyalty

服务场景中的实体环境和交际过程分别以顾客情感、参与度和满意度为媒介,对顾客忠诚度的形成产生影响;性别在其中起到显著的调节作用。因此,主题餐厅应该通过服务场景各要素的提升激发顾客的正面情感,提升顾客满意度进而培养顾客忠诚。

Developingguests’loyalty to theme restaurants stands out as a key factor for their sustainable development.To figure out how the service scenes affect guests’loyalty is crucial to the management decisions.With data analysis software AMOS,this paper intends to study the formation of loyalty in various service scenes by constructing structural equation models.Itanalyzeshow such factors as service scenes,emotion,participation and satisfaction influence loyalty and how gender coordinates among them.As it turns out,the physical surroundings and interaction process influence the formation of guests’loyalty with emotion,participation and satisfaction as the media.Gender plays a significant role in coordination.Therefore,theme restaurants are supposed to improve factors in the service scenes to motivate guests’positive emotions and build guests’loyalty by elevating their sense of satisfaction.