Exploring the Roles of Servicescape and Trust in Chinese Restaurants in Taiwan

Hao-Te LU,Richard Warr 한국문화관광학회 2011 문화관광연구 Vol.13 No.1

While literature focusing on the constructs of the environmental factors of servicescape and trust are relatively common in Western countries, the empirical studies which focus on the Chinese context of the restaurant service sector are rather limited and need to be expanded. the purpose of this study is to fill in some of this gap in research by analysing the relationships between servicescape, trust and customers’ choice of restaurant within the Chinese cultural society in Taiwan. This study concludes that trust has a very strong positive association for customers’ choice of restaurant in Taiwan. on the other hand, although empirical findings have shown that servicescape is a very important factor in affecting customers’ intentions and purchasing behaviour, this study reveals that servicescape is not an important element for customers’ choice of small Chinese restaurants in Taiwan. This study suggests that for different customers from different countries with different eating cultures, the servicescape elements may not apply to all of these customers.

Where does Trust and Service Quality Reputation Come From? An Example of the Small Chinese Restaurant Sector in Taiwan.

Hao-Te LU 세계문화관광학회 2011 Conference Proceedings Vol.12 No.-

The term 'business reputation' has certainly moved into the spotlight recently. However most studies conducted on business reputation have focused on large or multinational enterprises. Within a potentially very large topic this research concentrates on the perception of the reputation of Taiwanese small enterprises namely small Chinese restaurants. The motivation for this study stems from the notions about business reputation from customers' points of view. In addition significant frameworks reflect conceptual and empirical work which focuses on servicescape social responsibility trust and service quality all of which are relatively common in Western countries. Existing studies which concentrate on Chinese societies are rather more limited and need to be expanded. The purpose of this paper is to fill in some of this research gap by discussing some of the above models in the Chinese cultural society of Taiwan. The results correspond to previous studies conducted such as the strong relationship between servicescape and service quality and servicescape being positively connected to trust. The role of trust is critically important in small Chinese restaurants.

Discussing the Relationships between Servicescape, Trust and Customers' Choice of Restaurant in Taiwan

Hao-Te Lu,Richard Warr 세계문화관광학회 2010 International Journal of Culture and tourism Resea Vol.3 No.1

While literature focusing on the constructs of the environmental factors of servicescape and trust are relatively common in Western countries, the empirical studies which focus on the Chinese context of the restaurant service sector are rather limited and need to be expanded. The purpose of this study is to fill in some of this gap in research by analysing the relationships between servicescape, trust and customers' choice of restaurant within the Chinese cultural society in Taiwan. This study concludes that trust has a very strong positive association for customers' choice of restaurant in Taiwan. On the other hand, although empirical findings have shown that servicescape is a very important factor in affecting customers' intentions and purchasing behaviour, this study reveals that servicescape is not an important element for customers' choice of small Chinese restaurants in Taiwan. Consequently, this study suggests that for different customers from different countries with different eating cultures, the servicescape elements may not apply to all of these customers.

Optimal Timing of Purchasing Decisions for Airplane Tickets and Hotels. An Example in the UK.

Hao-Te LU,Wan-Yu,HSU,Chih-Yao,YI 세계문화관광학회 2012 International Journal of Culture and tourism Resea Vol.5 No.1

Customers usually like to make travel plans weeks or months ahead of the travel schedule. Therefore, they can take extra time to search information they need in order to purchase the products at the lowest possible price. Accordingly, this study bases on the revenue management (or yield management) to examine the prices of two categories, airplane tickets and hotels, over a period of eight weeks in order to observe how the prices cycle up and down over time. The aim of this study is to investigate whether there is an optimal purchasing time for any of the products. A structured observation, often also called systematic observation was conducted by this study to investigate the two categories of travel products. The study reveals that prices for the products assume an increasing trend as the date of the product consumption approaches. The implication for consumers is that they could purchase the products as early as possible to take advantage of the early prices. Although prices sometimes drop, they rarely drop lower than those the first day consumers start their search for tourism products. At end of this study, we also discuss the price variation in Taiwan and an avenue for further research.

Where Does Trust and Service Quality Reputation Come From?

Hao-Te Lu 한국문화관광학회 2011 문화관광연구 Vol.13 No.2

The term ‘business reputation’ has certainly moved into the spotlight recently. However, most studies conducted on business reputation have focused on large or multinational enterprises. Within a potentially very large topic, this research concentrates on the perception of the reputation of Taiwanese small enterprises, namely small Chinese restaurants. The motivation for this study stems from the notions about business reputation from customers’ points of view. In addition, significant frameworks reflect conceptual and empirical work which focuses on servicescape, social responsibility, trust and service quality, all of which are relatively common in Western countries. Existing studies which concentrate on Chinese societies are rather more limited and need to be expanded. The purpose of this paper is to fill in some of this research gap by discussing some of the above models in the Chinese cultural society of Taiwan. The results correspond to previous studies conducted, such as the strong relationship between servicescape and service quality, and servicescape being positively connected to trust. The role of trust is critically important in small Chinese restaurants.

Exploring the Roles of Servicescape and Trust in Chinese Restaurants in Taiwan

Hao-Te,LU Richard Warr 세계문화관광학회 2010 Conference Proceedings Vol.11 No.0

While literature focusing on the constructs of the environmental factors of servicescape and trust are relatively common in Western countries, the empirical studies which focus on the Chinese context of the restaurant service sector are rather limited and need to be expanded. The purpose of this study is to fill in some of this gap in research by analysing the relationships between servicescape, trust and customers’ choice of restaurant within the Chinese cultural society in Taiwan. This study concludes that trust has a very strong positive association for customers‘ choice of restaurant in Taiwan. On the other hand, although empirical findings have shown that servicescape is a very important factor in affecting customers‘ intentions and purchasing behaviour, this study reveals that servicescape is not an important element for customers’ choice of small Chinese restaurants in Taiwan. This study suggests that for different customers from different countries with different eating cultures, the servicescape elements may not apply to all of these customers.