Study On The Effect Of Restaurant’s Service Encounters On Customers’Behavioral Intention In The Context Of Mobile Internet

In the era of internet, the face-to-face communication between servers and customers in traditional catering industry decreases. However, the smart interaction based on internet, such as ordering food with mobile APP and iPad, paying and reviewing online, becomes increasingly popular in catering industry. Taking the catering industry that underlines the experience value, repurchase and recommend intention as an example, this study tries to explore the elements of service encounter in the context Mobile Internet and the relationship between service encounter and experiential value as well as behavior intention. As a result, we can propose management advices on supporting the sustainable development of catering industry in the era of internet.Firstly, this study reviewed a wealthy of related literature to explore the relationship among service encounter, experiential value and behavior intention, to establish structural model and to propose hypotheses. Secondly, the initial questionnaire was completed based on the mature scale and the interview with expert, customer and operator. What’s more, the Cronbach’s alpha and the Corrected Item-Total Correction (CITC) was carried out on the pretest questionnaire data reliability test to purify the measurement scale, which formed the formal questionnaire, and the large-scale distributed questionnaires online and offline were taken to complete the data collection. Finally, the SPSS20.0and AMOS17.0software were employed to process the data and all the research hypotheses were testified. The following four main research conclusions include:①Under the background of Mobile Internet, service encounter consists of4factors, interaction with physical environment, interaction with service employees, interaction with other customers and interaction with Mobile Internet.②Interaction with Mobile Internet and physical environment interactions significantly influence customer emotional value and efficiency value in a positive way, while interaction with service employees and other customers only significantly influence the customer emotional value in a positive way.③All the four factors of service encounters have no direct influence on customer experiential value while they can influence customer behavioral intention through customer experiential value.④There is no significant difference among different gender, education level, profession and average monthly income while customers of different age and Mobile Internet consumption experience appears to have remarkable differences in service encounter, customer experiential value and customer behavioral intention. Based on the test results of the research hypotheses and research conclusions, this study puts forward3main recommendations on catering enterprise management in terms of the Mobile Internet:keep pace with the times, pay attention to all of the service encounters; try to be different, creat an unique customer experience; focus on innovation, expand the marketing strategy to a new era.