Impact of environmental characteristics of theme park restaurants on customer's perception of service quality
QIAO Huafang1,2， LIU Chaoyang1,2，XIE Shuangyu1,2， XU Jianbo1,2 ， LIU Li1,2
(1.Wuhan Branch of China Tourism Research Institute， Wuhan 430079， China；2.School of Urban and Environmental Science， Central China Normal University， Wuhan 430079， China)
Abstract：Theme park restaurant is an important carrier of the theme culture of the park. The physical environment of the restaurant are the entities that customers directly contact and perceive. The reasonable configuration of physical environment directly affects the customer's dining experience. Focusing on theme park restaurants， customers' perception of physical environment is measured based on the improved DINESCAPE scale and the relationship between them and service quality expectations and perceptions are verified. Results are shown as follows. 1) The overall perception of the physical environment of the theme park restaurant is relatively high， especially in the creation of a comfortable atmosphere， the theme layout of the table， the quality of the tableware and the number of service personnel， but the perception of the leisure atmosphere of the theme park restaurant is low. 2) There is no statistically significant difference in the perception of the physical environment of theme park restaurants in different gender samples， but the differences in service quality expectations and perceptions of service quality are significant， and the average values of service quality expectations and perceptions are higher for men than women. 3) The physical environment of theme park restaurants have a positive impact on customer service quality expectations and perceptions. Among them， facility aesthetics， service staff， restaurant layout， environmental atmosphere， table layout， and lighting will all have a positive impact on customer service quality perceptions. In addition， customer service quality expectations will have a positive impact on customer service quality perception. 4) The number of consumption has a significant moderating effect on the path between restaurant physical environment and customer service quality perception， the path between restaurant physical environment and customer service quality expectations， and the path between service quality expectations and service quality perception.
2022, Vol. 56 
