Theme Restaurants, The Value Of The Customer Experience Research

Themed Restaurant is a new form of Restaurant Industry in the background of Experience Economy. In China, Themed Restaurants have attracted lots of customers because of their unique themes and cultural characteristics, and also cause the readjustment of the industry. Compared with other forms of enterprises in Restaurant Industry, Themed Restaurants need to take more measures to maximize Customer Experience Value, therefore, how to manage Customer Experience Value has become an important problem to them.This thesis firstly presents a theoretical summary based on Themed Restaurant, besides, Customer Value theory, Customer Experience theory and Experience Value theory are also briefly introduced. Secondly, by integrating above summary of related theories and case analysis of Rainforest Themed Restaurant and face-to-face interviews with the staffs and customers of Themed Restaurants in Hangzhou and Shanghai, the author then proposes an influential factor model of Customer Experience Value and some hypothesizes. Thirdly, based on data and information collected from the questionnaires finished by the customers of Themed Restaurants, and through using SPSS, the research gets eight influential factors of Customer Experience Value including atmosphere, theme selecting, theme characteristics, sevice experience, food quality experience, value, convenience and promotion, besides, the ranking of these influential factors is provided, some key factors are also dig out. Fourthly, based on empirical analysis and the research on the situations of these influential factors in China's Themed Restaurants, the author revises the former model to make it more reasonable. In the last place, this thesis presents some conclusions and advices of managing Customer Experience Value from the following aspects: Designing Customer Experience Value, Forming and Maintaining Customer Experience Value.Through the thorough investigation on influential factors of customer Experience Value in Themed Restaurants and their importance, this thesis make some attempts to provide some new ideas on how to create Total Customer Experience and excellent Customer Experience Value. Some suggestions to Themed Restaurants' future developments in China also included.