Reevaluating the roles of servicescape when customers are choosing a restaurant.
摘要：
To understand the servicescape study since the concept was proposed by Booms and Bitner in 1981, a map of its intellectual structure was drawn by this study. The map demonstrates servicescape study is mostly connected to service quality. However, the most relevant research comes from Western or developed countries. They may neglect different kinds of restaurants. This study therefore designs a quaxi-experiment to discuss the role of servicescape for customers, especially by gender, in a Chinese orientation country, Taiwan. The results show that male and female have different expectations of servicescape when they are choosing a restaurant. This study suggests that servicescape cannot be defined as a critical element for Taiwanese customers. Consequently, some possible reasons are proposed, such as group activity, similarity and functional design, cost concerns, and cultural considerations.These factors provide possibilities for further research.
