The theme restaurant shaped by
servicescape can enhance consumers' quality perception, create a unique
identification of experience, and produce market segmentation and differentia.
However, most of the theme restaurant owners are still believed that there are
the causal relationships between dazzling space decorations and improvement of
business objectives. Although they have inputted a lot of restructure funds,
some can achieve the profit goals and others are not, what caused it to happen
is urgent to clarify. Furthermore, previous studies have often been focused on
the linear relationship between servicescape attributes and consumers' quality
perception, seldom efforts in distinguishing the attributes of servicescape
quality perception. Respondents were randomly selected and required to have had
at least six times theme restaurant consumption experience in past one year.
Those who met this criterion were given an in-depth interview. There were 286
usable responses obtained in total. The Kano modeling approach was used to
classify the quality attributes. The 18 servicescape attribute can be
classified as different quality categories, and proved the non-linear
relationship between attributes of quality perception and customer
satisfaction. To confront the business competitions, and concern of the
limitation of resources, the more important servicescape elements should be
executed earlier, in order to strengthen consumers' quality perception.