The role of service innovation and customer experience in ethnic restaurants

Abstract

This research primarily explores the role of service innovation and customer experience in ethnic restaurants, and the relationship with customers' behavioural intention. Data were collected by means of a questionnaire distributed to 10 types of ethnic restaurants. In total, 322 samples were obtained. Statistical techniques employed include descriptive statistics, exploratory factor analysis, correlation analysis and hierarchical regression. The results suggest that service innovation has significant effects on behavioural intention and customer experience, and the mediating effect of customer experience on service innovation and customers' behavioural intention was supported. Finally, theoretical and practical implications, direction of future research and research limitations are proposed.