ABSTRACT
This study examines the psychological issues of human emotions during dining experience in a theme restaurant. The idea is that theme experiences can enhance customers dining experiences and consumption emotions, which consequently affect their willingness to revisit. The study is based on quantitative research method where questionnaire survey was curry out as a means of data collection. The data is analyzed with structural equation modeling (SEM) in the attempt to verify the proposed research model. The result indicates that although theme experience does not directly affect loyalty behavior, an indirect relationship exist through dining experience and consumption emotion.
Keywords: theme experiences, dining experiences, consumption emotions, loyalty.
Introduction
As result of slow economy, more and more people have lost their jobs and have stepped into restaurant business as a way to earn their living. Due to this increasing competitiveness, restaurants are trying to distinguish themselves from other. For the above reason, restaurants in Taiwan have transformed themselves from traditional restaurant into theme restaurant during the past decades. Theme restaurant is a restaurant that decorates its interior environment to a specific setting as a way to establish their specialty and attract customers’ attention. Theme restaurant provides different atmosphere that makes customer feels as if they are entering a different world that possess different cultures, fantasy, or religion while dining. It provides a media for those who want to experience these kinds of environment or bring up their fond memories without travelling afar. Some are also designed to raises peoples curiosity as well as raise people’s awareness o...
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After a long day in school and studying, every student needs a night off to just relax and enjoy a meal at a restaurant. In this modern time, some aspects of a restaurant can be the deciding choice. Many choose their restaurant of choice based on either those they are with, their personal, cultural appetite, their routine eating habits or their mood. Some of these preferences are similar yet others are the deciding differences. Two common franchise restaurants that pose differences are Applebee’s and Olive Garden. These two restaurants present their differences in environmental and food options causing a choice between them.
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This unit explored desire satisfactionism, a term that generally speaks for itself. Though it is an umbrella term because there are different types. There is local desire satisfactionism, which is the idea that if desires are satisfied, one is happy. Then there is whole life satisfactionism. It means that to be happy is to have one desire satisfied. This is the overarching desire that your most important desires be satisfied. It is prioritized assessment of one’s life as a whole. To compare local desire satisfactionism with whole life satisfactionism would be like comparing quality and quantity from a hedonist perspective. It is similar in regard to desire satisfactionism, two different types. Several individuals discuss whole life satisfactionism
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On a sunny Saturday morning with beautiful blue skies, and birds chirping, James Hamblin was in his balcony with a cup of coffee on his desk eager to write his short argumentative essay titled “Buy Experiences, Not Things”. In this short essay, Hamblin wanted to depict the fact that happiness in individuals, is mainly due to experiential purchases than to material purchases. One of the things he said to prove that point was “waiting for an experience elicits more happiness and excitement than waiting for a material good’ (Hamblin, 2014). He also stated that “a mind should remain in one place, and a mind that wanders too much is a sign of lack of happiness” (Hamblin, 2014). Instead of buying the latest iPhone, or Samsung galaxy, we should spend
Everyone wants to be “happy.” Everyone endeavors to fulfill their desires for their own pleasure. What makes this ironic is, the fact that most don‘t know what the actual definition of happiness is. “In Pursuit of Unhappiness” presents an argument, which states that not everyone will be happy. Darrin McMahon, the article’s author, explores the ways our “relentless pursuit of personal pleasure”(McMahon P.11;S.3) can lead to empty aspirations and impractical expectations, making us sad, and not happy. Rather than working to find the happiness of others, we should all focus on finding what makes ourselves happy. It is easier to find happiness in the little things
Along with life and liberty, the pursuit of happiness is among the most fundamental ideals in American society. The men who founded the United States of America in the late 18th century listed these three values as “unalienable rights” for the citizens of the new nation they created. In a recent study looking at the pursuit of happiness, Lyubomirsky, Sheldon, and Schkade stated, “If it is meaningful and important to pursue happiness, then it is crucial to find out how this can be accomplished” (2005, p. 126). In later work, Sheldon and Lyubomirsky (2006) observed that little research has been done to uncover the exact methods in which happiness increases. The views offered in these prior projects are vital to the current investigation because there is evidence that even though happiness is pursued, happiness is not accomplished by the majori...
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When an experience “fosters a sense of social connection…makes a memorable story…for years to come…links to your sense of who you are or want to be…[and] provides a unique opportunity, eluding easy comparison,” (Dunn and Norton, 2013, p. 20), it creates a memory that is cherished far more than a material good. The generation of a lasting impression offers a happiness that increases with time. Businesses, such as restaurants and tourism industries, apply this concept by advertising the experience their company delivers. For example, a restaurant must create a market to entice people into choosing it over all the other existing food options while for tourism to have success, it must market a once in a lifetime opportunity to give value to experience. People are more willing to forgo the cheap alternative as long as they find that the value, both monetary and happiness, overshadows the increased expense.
Every individual’s perception on the meaning of life is different, however, humans pursuing happiness would be undoubtedly universal. The pleasurable feeling that a being experiences while watching the sun rise above the infinite ocean horizon, sitting adjacent to their significant other, that’s happiness. This addicting, illusive sensation is critical to giving life purpose. Although,“...the fantasies of television, cinema and, above all, advertising,” are making it harder to have accurately present happiness in a realistic lifestyle, as philosopher Julian Baggini states in chapter 6, page 90, of his text, What’s It All About? Still, everybody endeavors the journey, the final objective for each person is different, as seen in the texts that have been analyzed so far this semester. Dimmesdale attempted to pursue happiness with Hester and Pearl, Gatsby’s happiness was Daisy, yet, possibly the most self-evident pursuit of happiness, was Willy Loman and
Preliminary Starbucks – one of the fastest growing companies in the US and in the world - has built its position on the market by connecting with its customers, and creating a “third place” beside home and work, where people can relax and enjoy themselves. It was the motto of Starbucks’ owner Howard Schultz and, mostly thanks to his philosophy, the company has become the biggest coffee drink retailer in the world. However, within the new customer satisfaction report, there are shown some concerns, that the company has lost the connection with customers and it must be taken some steps to help Starbucks to go back on the right path regarding customer satisfaction. I will briefly summarize and examine issues facing Starbucks. Starting from there, I will pick the most important issue and study it from different positions.
McDonald's Corporation, an American company, is the world's leading food service retailer, with more than 30,000 franchise restaurants in more than 100 countries (McDonald cooperation, 2010).McDonald’s entered the China market in October 1990 and it becomes a popular restaurant which owns 960 restaurants and over 60,000 employees in China at the present day (Liu, 2008). According to the service gap model (Zeithaml, 2009), the problems existing in the servicescape which is the physical environment where the service is delivered (Bitner, 1992) will lead to provider gap 2 (the service design and standards gap) in the gaps model of service quality (see appendix one). In China, although McDonald’s’ acts locally in building the restaurant’s service environment to some extent, there are still some issues existing in its servicecape design. However, have studied customers’ discussions about the service environment in McDonald’s’, the issues existing in its servicescape include the shortage of the ambient condition (such as the inadequate use of music), the insufficiency of the spatial layout design (such as the lake of Self-help sauce pavilion), and the use of symbols and...
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It is important for developers to understand of what encourages the beginning of relationship before analysing loyalty. The marketing mix management plays an important role in developing marketing strategies that includes the concept of 4ps, which are price, product, place and promotion. The major marketing mix concepts that Starbucks’ applied to increase their market share are place and promotion. According to Allison (2010), Starbucks was experiencing a decline in its price share by 54% in the 2007/2008 time period, new marketing strategy and development are implied by the organisation and they managed to increased its shares from $4 a share to $24 by the end of the period. This includes one of the major concepts, consumer behaviour, which Starbucks utilised their amenities to attract customers in purchasing their products. Consumer behaviour is the study of the processes involved when people acquire or purchase certain products to satisfy their needs and desires (Solomon, Russell-Bennett & Previte 2013, p. 3). Fundamentally, Consumer behaviour is how consumers choose products by evaluating different competitive and alternative in the market and how consumers perceive brands and stores in terms of
More specifically, the fundamental factors that contribute to customer satisfaction in restaurants include the food (hygiene, balance, and healthiness), physical provision (layout, furnishing, and cleanliness), the atmosphere (feeling and comfort), and the service received (speed, friendliness, and care) during the meal experience (Johns and Pine,