Theme Restaurants Factors Influencing Customer Perceived Value

The 21 st century is the era of personal consumption gradually highlight, as people more personalized, diversified consumer demand, in the food service industry sprung up a restaurant full of innovative forms- theme restaurant. This type of restaurant will not only be able to meet the basic needs of food and beverage services, unique dining environment and unique food culture is also able to provide different levels of spiritual enjoyment.Customer Perceived Value(CPV) since they appeared in the field of marketing to get the attention of many scholars, and have begun to study the breadth of research gradually expanded, including the definition of customer perceived value, customer perceived value measurement of dimensions, the customer perceived value and other factors. For the first two scholars at the mature stage of basic research, but the customer perceived value factors related research is still at the exploratory stage of development. Reflect customer value also need to be studied in a specific industry. In view of this, the study of the theme restaurant industry as a research field, empirical research through questionnaires to collect data in order to analyze the factors affecting this area in theme restaurants constituent customer perceived value, customer perceived value of various factors on the impact of a significant degree of theoretical research, customer perceived value and thus influencing factors make some contribution.According to the characteristics and specifications of this study the empirical research, the main research ideas for papers: the background and significance of the topic of the presentation, while referring to domestic and international theme restaurants and research status of customer perceived value, obtained can focus on the development of theme restaurants Research on customer perceived value, indicating the whole thesis writing technology roadmap and innovation. This paper studies laid the theoretical foundation, through a literature review to define the concept of theme restaurants, as well as customer perceived value of content and basic features, and describes two common models of customer value. Part in the construction of the proposed research hypotheses and models proposed affect the four dimensions of customer perceived value, subdivided into 24 specific research hypothesis, the establishment of relevant research model based on this. Empirical research, according to the hypothesis, design questionnaires to collect valid data in order to analyze and validate the model proposed in this study and related research hypotheses. Finally, on the basis of various factors on the perceived value of a significant degree of business development for the proposed countermeasures themed restaurant, according to the proposed countermeasures.