THE STUDY OF NON-LINEAR RELATIONSHIPS IN THEME RESTAURANT SERVICESCAPE ATTRIBUTES

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1 Original papers Received October 14, 2011; Accepted June 28, 2014 THE STUDY OF NON-LINEAR RELATIONSHIPS IN THEME RESTAURANT SERVICESCAPE ATTRIBUTES Chih-Jen LEE*, Deng-Chuan CAI **, Tung-Jung SUNG*** * National Yunlin University of Science & Technology, Graduate School of Design Taiwan, g @yuntech.edu.tw ** National Yunlin University of Science & Technology, Department of Industrial Design Taiwan, caidc@yuntech.edu.tw *** National Taiwan University of Science & Technology, Department of Industrial and Commercial Design Taiwan, sungtj@mail.ntust.edu.tw Abstract: Theme restaurant atmosphere shaped by servicescape can enhance consumers' perceived quality, create a unique experience identification, and produce market segmentation and differentiation. However, a majority of theme restaurant owners currently continue to believe that a necessary dependent relationship exists between dazzling spatial decorations and improvements of business objectives. Although they have invested numerous funds for restructuring and redecorating, some owners can achieve goals of accruing profits whereas others are unable to survive. The reasons behind these varying outcomes must be investigated in a systematic manner. Furthermore, previous studies have viewed the relationship between servicescape and consumers' perceived quality as a linear one, and have seldom made efforts to distinguish the characteristic variations between attributes. This study employed the Kano model to examine the different perceived quality evaluations of consumers regarding the attributes of theme restaurant servicescape. The concrete results can effectively provide importance rankings for trade-offs. When encountering competitive situations and limited resources, more important attributes or characteristics can be implemented more rapidly to enhance consumers' perceived quality. The results of this study can also provide references for orientation and development in future spatial planning. Keywords: Theme restaurant, Servicescape, Perceived quality, Kano model. 1. Introduction With the advent of the experience economy age, a tremendous change has occurred in the nature of consumption. Firms that exclusively focused on the supply side (physical aspect) in the past now emphasize the demand side (psychological aspect). As consumption patterns continue to evolve, themed architectural spaces have begun to appear to satisfy different purchase behaviors and provide various intricately and meticulously designed experiences. Theme restaurants primarily run by spatial planning, decor and entertainment arrangements, with a distinctive theme or specific style to attract consumers and create a value to the minds of consumers. However, after a rapid growth in popularity in the early to mid-1990s, theme restaurants began to lose market share, and many once popular brands were forced to downsize [1]. Baker, Levy, and Grewal [2] indicated that when retailers are finding it increasingly difficult to create a differential advantage on the basis of merchandise, price, promotion, and location, the store itself becomes a fertile opportunity for market differentiation. Kotler [3] stated the place, more specifically the atmosphere of the place, is more influential than the product itself in the purchase decision. Kim and Moon [4] also pointed out that the physical environment attributes (i.e., servicescape) in theme restaurants are likely to play a significant role in improving customers' perceptions and behaviors. However, the designers' designs and decorations during the planning of theme restaurants primarily follow traditional design criteria or are beholden to an individual design style, and less consideration is given to the preference of the target consumers. Therefore, this study references the framework of environmental perception proposed by Bitner [5] as its first theoretical basis. This theoretical basis is used to clarify the physical factors that form consumers' perceived images in theme restaurants. Previous studies [6, 7] emphasize the influence of servicescape on customers' perceived services quality. Copyright 2012 日本デザイン学会 All Rights Reserved. THE SCIENCE OF DESIGN B U L L E T I N O F JSSD Vol. 62 No

2 Steenkamp [8] explains perceived services quality as: an overall judgment that is based on the perception of the product on the quality attributes, and these attribute perceptions are integrated to arrive at an overall quality judgment. That is, the performance of servicescape attributes (e.g. consumers' assessments) can be considered one type of quality, and is an important condition influencing consumer generation of satisfaction or consumption intentions toward a theme restaurant. Most studies undertaking investigations of consumer views regarding service quality are based on a Likert Scale measuring from very satisfied to very unsatisfied and using five to seven measurement scales for assessment. Employing this type of measurement method often implies the hypothesis that the influence of quality attributes on consumer satisfaction is expressed in a linear relationship [9]. However, regarding diversified consumer behavior, this linear relationship cannot provide a completely effective explanation. Consequently, this study will apply the Kano Model, a two-dimensional quality model developed by Kano, Seraku, Takahashi, and Tsuji [10], as a second theoretical basis to verify the differing extent of demands for consumers regarding varying quality attribute categories. When the spatial field is used for commercial purposes, the planning direction and detail design are crucial for forecasting consumption. Accordingly, to enhance professional service scope, research on spatial design must begin to explore this issue. This study compiles related studies on servicescape and filters various physical factors, while also identifying different categories of quality attributes to provide importance rankings for trade-offs. This will enable theme restaurant managers to effectively satisfy consumers' perceptions of quality or perceived quality. Moreover, it will provide references for orientation and development during future spatial planning and design. 2. Literature Review 2.1. The Theme-Oriented Dining Space A theme is defined as a systematic concept or holistic description. If it is to become a themed consumption space or venue, the space's designer should make his/her imagined concept or description concrete, enabling consumers to perceive the theme of the space in everything they come into contact with. Theme restaurants are dining places decorated with a complex of distinctive signs that are independent from eating and drinking activities [11]. This complex of distinctive signs is derived from a complete and identifiable narrative or concept of public culture. A restaurant's theme is not necessarily associated with the type of meals it offers. Gottdiener [12] examined three theme restaurants: Planet Hollywood, TGI Friday's, and the Hard Rock Café; the dishes served at these restaurants included salad, burgers, sandwiches, and grilled chicken wings. Compared to other American restaurants in any town in the United States, it was difficult to distinguish the theme restaurants based on their food. The impressions that remained for consumers were the nostalgic atmosphere of the restaurants: an array of rock and roll musical instruments and a memorable film world. Spatial designers transform this narrative or concept into an experience that enables consumers to perceive a certain theme Servicescape The initial definition and discussion of the service environment can be traced back to the 1950s. Martineau [13] believed that applying the image concept to the retail field provided motivation for consumers' store selection decisions. Martineau referred to this motivational force as the store image, which was defined as how consumers mentally characterized a store. Kotler [14] regarded atmosphere as environmental cues and argued that the consumer environment is designed to emit a unique atmospheric style and elicit a particular emotional response from the consumer. Kotler defined store atmosphere as designed retail areas. The primary goal is to manipulate consumer emotion, allowing the consumers to purchase not just products, but also packaging, sales or post-sales services, and, most importantly, the atmosphere. Based on a space-time background and evolving consumer needs, various scholars have adopted different foci regarding the service environment. Bitner [15] compiled past studies and coined the term servicescape to describe how service providers use various physical factors in the environment to influence customer and employee behavior. Bitner defined servicescape as the physical facilities in which services are performed, transmitted, and consumed, including: ambient conditions, spatial layout and functionality, and signs, symbols and artifacts. Ambient conditions include background characteristics of the environment such as temperature, lighting, noise, music, and scent. Spatial layout refers to the ways in which machinery, equipment, and furnishings are arranged, the size and shape of those items, and the spatial relationships among them. Functionality refers to the ability of the same items to facilitate performance and the 30 B U L L E T I N O F JSSD Vol. 62 No THE SCIENCE OF DESIGN

3 accomplishment of goals. Signs, symbols, and artifacts displayed on the exterior and interior of a structure are examples of explicit communicators. Bitner contended that consumers in servicescape react cognitively, emotionally, and physiologically to the environment; these three reactions influence consumer behavior. Relevant scholars have supported the perspective proposed by Bitner [16]. Wakefield and Blodgett [17] used Major League Baseball (MLB) stadiums as research subjects and classified servicescape elements into two aspects: (1) spatial layout and functionality; and (2) elements related to aesthetic appeal. In 1996, based on studies by Bitner [18] and Baker and Grewal and Parasuraman [19], five dimensions for leisure services settings were proposed, namely, layout accessibility, facility aesthetics, seating comfort, electronic equipment and displays, and cleanliness. Lucas [20] examined the hotel casinos and suggested five elements, namely, layout navigation, cleanliness, ambience, seating comfort, and interior décor. As shown in Table 1, scholars have different suggestions regarding the attribute foci of various industries Kano Model Kano et al. [30] considered two aspects of any given quality attribute - an objective aspect involving the fulfillment of quality and a subjective aspect involving the customers' perception of satisfaction. Kano's model is illustrated in Figure 1. Table 1. Prior Research on the Servicescape Dimensions Author Servicescape dimensions Attributes Bitner (1992) [21] Wakefield and Blodgett (1994) [22] Wakefield and Blodgett (1996) [23] Wakefield and Blodgett (1999) [24] Lucas (2003) [25] Newman (2007) [26] Edwards and Gustafsson (2008) [27] Ryu and Jang (2008) [28] Kim and Moon (2009) [29] 1. Ambient conditions 2. Space/Function 3. Signs, Symbols and Artifacts 1. Spatial layout and functionality 2. Aesthetics 1. Layout accessibility 2. Facility aesthetics 3. Seating comfort 4. Electric equipment / displays 5. Cleanliness 1. Building design and décor 2. Equipment 3. Ambience 1. Layout navigation 2. Cleanliness 3. Seating comfort 4. Interior décor 5. Ambience 1. Space 2. Way-findings 1. Internal variables 2. Layout and design variables 1. Facility aesthetics 2. Lighting 3. Ambience 4. Layout 5. Dining equipment 1. Ambient condition 2. Facility aesthetics 3. Layout 4. Electric equipment 5. Seating comfort 1. Temperature, air quality, noise, music, and odor 2. Layout, equipment, and furnishings 3. Signage, personal artifacts, and style of décor 1. Stadium seats, ticket windows/gates, hallways/walkways, entrances/exits, food service areas, and rest-rooms (men's) 2. External environment, exterior construction, interior construction, score-boards, and facility cleanliness 1. Layout of exit and entry, furnishing, and equipment layout 2. Architectural design, color, and interior design 3. Physical seat and space of seat 4. Signs, symbols, and artifacts for leisure experience 5. Facility cleanliness 1. Outside appearance, interior design, layout, and seats 2. Electric equipment 3. Cleanliness, temperature, and neatness of employees' appearance 1. Architecture, interior design, and spatial layout 2. Clean slot floor 3. Padding, backrests, fabric/heat-dissipating seat, and uncrowded seat 4. Lighting, color, and floor décor 5. Internal climate, music, and visual graphic 1. Spatial density 2. Legibility of internal design such as central passageways and meeting 1. Music, noise, and odor 2. Table layout and seating 1. Architectural design, color, and interior design 2. Type of lighting and illumination 3. Music, temperature, and scent 4. Object (e.g., machinery, equipment, and furnishings) layout 5. High-quality flatware, china, glassware, and linen 1. Lighting level, temperature, aroma, and background music 2. Architecture, interior, décor, color, and overall attractiveness 3. Tables, service areas, and passageways 4. Audio/video equipment 5. Comfortable seat and uncrowded seat Satisfaction Attractive One-Dimensional Indifferent Un-fulfillment Fulfillment Must-be Reverse Dissatisfaction Figure 1. Kano's Model of Customer Satisfaction Using this model, quality attributes can be divided into five categories as follows: 1) Attractive quality attribute: an attribute that gives satisfaction if present, but that produces no dissatisfaction if absent. 2) Must-be quality attribute: an attribute whose absence will result in customer dissatisfaction, but whose presence does not significantly contribute to customer Copyright 2015 日本デザイン学会 All Rights Reserved. THE SCIENCE OF DESIGN B U L L E T I N O F JSSD Vol. 62 No

4 satisfaction. 3) One-dimensional quality attribute: an attribute that is positively and linearly related to customer satisfaction - that is, the greater the degree of fulfillment of the attribute, the greater the degree of customer satisfaction. 4) Indifferent quality attribute: an attribute whose presence or absence does not cause any satisfaction or dissatisfaction to customers. 5) Reverse quality attribute: an attribute whose presence causes customer dissatisfaction, and whose absence results in customer satisfaction. For each product feature a pair of questions is formulated to which the customer can answer in one of five different ways [31]. The first question concerns the reaction of the customer if the product has that feature (functional form of the question); the second concerns his reaction if the product does not have that feature (dysfunctional form of the question; see Table 2). Table 2. Kano Questionnaire Functional form of the question e.g., if the quality has that attribute, how do you feel? I like it that way It must be that way I am neutral I can live with it that way I dislike it that way Dysfunctional form of the question e.g., if the quality doesn't have that attribute, how do you feel? I like it that way It must be that way I am neutral I can live with it that way I dislike it that way Based on the responses to the two parts of the question in table 2, the product feature can be classified into one of six categories. The first five categories have already been defined, and these are primarily what we are seeking in the Kano analysis. The other one category indicates the following situations: There is a contradiction in the customer's answers to the questions (=Questionable). For each customer one determines into which category a given product feature falls by looking up the customer's answers to that feature's questions in the following Kano evaluation table (Table 3). Table 3 Kano Evaluation Table Dysfunctional Responses Functional like must be neutral live with dislike like Q A A A O must be R I I I M neutral R I I I M live with R I I I M dislike R R R R Q A = Attractive, O = One-dimensional, M = Must-be, I = Indifferent, R = Reverse, and Q = Questionable The customer satisfaction coefficient (CS-coefficient) states whether satisfaction can be increased by meeting a product requirement, or whether fulfilling this product requirement merely prevents the customer from being dissatisfied [32]. The CS-coefficient is indicative of how strongly a product feature may influence satisfaction or, in case of its non-fulfillment customer dissatisfaction. Extent of satisfaction: A + O A + O + M + I Extent of dissatisfaction: O + M (A + O + M + I) ( -1 ) The positive CS-coefficient ranges from 0 to 1; the closer the value is to 1, the higher the influence on customer satisfaction. A positive CS-coefficient which approaches 0 signifies that there is very little influence. At the same time, however, one must also take the negative CS-coefficient into consideration. If it approaches -1, the influence on customer dissatisfaction is especially strong if the analyzed product feature is not fulfilled. A value of about 0 signifies that this feature does not cause dissatisfaction if it is not met [33]. The importance-performance analysis (IPA) was introduced by Martilla and James [34] as a method for developing effective marketing programs. Typically, data coming from customer satisfaction surveys are used to build a matrix, where the importance is shown by the y-axis and the performance of the attribute by the x-axis (Figure 2). In the IPA, the matrix is divided into four quadrants: (1) Keep up the good work: These attributes are perceived to be very important to respondents; at the same time, the organization seems to have exhibited high levels of performance in these areas. (2) Concentrate here: These attributes are perceived to be very important to respondents, but performance levels are fairly low. This sends a direct message that improvement efforts should be concentrated here. (3) Low Priority: These attributes have low importance, and performance is low. (4) Possible overkill: This attributes have low importance but organizational performance is relatively high. Importance Ⅱ Concentrate here (Major weakness) Ⅲ Low priority (Minor weakness) Ⅰ Keep up the good work (Major strength) Ⅳ Possible overkill (Minor strength) Performance Figure 2. Importance-Performance Analysis Model 4 32 B U L L E T I N O F JSSD Vol. 62 No THE SCIENCE OF DESIGN

5 3. Research Methodology 3.1. Survey Area Taichung is located in central Taiwan; the population growth rate in the city is the highest among the three major metropolitan areas in Taiwan (i.e., Taipei, Taichung, and Kaohsiung). Because of the rising and flourishing economy in the area, regional consumer demands for dining quality are higher than ever before. The theme restaurants on Museum-Park Avenue, which have highly integrated multiple design elements and materials, have created exotic and nostalgic dining spaces in recent years. Nearly 40 theme restaurants are located on both sides of the street within a distance of 650 meters (see Figure 4); they are the highest density restaurants in the area. The research subjects were consumers of theme restaurants on the Museum-Park- Avenue in Taichung Questionnaire Design The research tools used in this study included an on-site self-administered questionnaire comprising three sections, the Kano model questionnaire of the theme restaurant servicescape, IPA analysis and respondents' personal socioeconomic background. The theme restaurant servicescape was based on prior works. The contents of the scale were reviewed by three spatial design doctoral researchers and two spatial design professionals (the spatial design professionals possessed 11 and 15 years of practical experience) to assess the goodness of fit of the questionnaire regarding its descriptions, concepts, meanings, and application value. The questionnaire comprised 22 questions (Table 4). The Kano model questionnaire consists of pairs of customer requirement questions: how do you feel like to (1-5, strongly dissatisfaction - strongly satisfaction) if a feature is presented (functional questions), and how do you feel like to if the same feature is not presented (dysfunctional questions). Consumers' experience of the theme restaurant was another aspect of this study. Therefore, after the Kano measurements, each respondent was also asked to rate the degree of importance (very unimportant = 1 to very important = 5). The respondents' socioeconomic background information included gender, age, education level, occupation, and allowance. Table 4. The Dimensions of the Theme Restaurants Servicescape Dimensions Definition Variables Author Situation picture Aesthetics Ambient conditions Space / Function Seating comfort Cleanliness Aesthetics are a function of architectural design, as well as interior design and décor, both of which contribute to the attractiveness of the servicescape. Ambience means intangible background characteristics that tend to affect the non-visual senses and may have a subconscious effect on customers. These background conditions usually include music, scent, and temperature. Spatial refers to the ways in which machinery, equipment, and furnishings are arranged, and the spatial relationships among them. Functionality refers to the ability of the same items to facilitate performance and the accomplishment of goals. Refers to the diversity of body supports, according to size, material, shape, arrangement and other combinations. Seating comfort is affected by both the physical seat itself and by the space between the seats. By order, straighten and clean, so employees and facilities presented in systemic arrangement. This restaurant's architecture gives it an attractive character. This restaurant's interior décor is decorated in an attractive fashion. This restaurant's style meets the theme. The use of artifacts in the décor scheme adds excitement to this theme restaurant environment. This restaurant is painted in attractive colors. The temperature in this restaurant is comfortable. The aroma in this restaurant is pleasant. The background music, played overhead, makes this restaurant a more enjoyable place. This restaurant does not have the noise of the outdoor or indoor. The overall lighting level in this restaurant environment is appropriate. In this theme restaurant, the seating between neighbor are well spaced out. In this theme restaurant, the aisles between the tables are wide enough to pass through easily. The signs in this restaurant environment provide adequate direction and help you find your way. Overall, this facility's layout makes it easy to get where you want to go. The audio/video machines add excitement to the place. Exquisite tableware adds dining atmosphere. This theme restaurant's chairs allow me to sit at a comfortable distance from the table. It is easy to get in and out of the seats at this theme restaurant. This theme restaurant's seats are comfortable. Employees are neat appearing. This theme restaurant maintains clean restrooms. Overall, this theme restaurant is kept clean. Bitner (1992); Wakefield and Blodgett (1996); Wakefield and Blodgett (1999); Ryu and Jang (2008) Baker (1987); Bitner (1992); Lucas (2003); Ryu and Jang (2008); Edwards and Gustafsson (2008); Kim and Moon (2009) Bitner (1992); Wakefield and Blodgett (1996); Lucas (2003); Newman (2007); Ryu and Jang (2008) Lucas (2003); Ryu and Jang (2008); Kim and Moon (2009) Wakefield and Blodgett (1996); Wakefield and Blodgett (1999); Lucas (2003) Copyright 2015 日本デザイン学会 All Rights Reserved. THE SCIENCE OF DESIGN B U L L E T I N O F JSSD Vol. 62 No

6 The pilot test was conducted in two weekends (including two Friday evenings) from April 22 to May 1, 2011, researchers received 40 validated interview surveys, the purpose for the pilot test was to examine the validity and factor analysis of survey items, and necessary content revised according to the investigation. According to the analysis results, six main factors were extracted from 22 questions. By assessing the factor content, we found that item distribution generally conforms to the five dimensions of design during the planning stage. After the questionnaire items were reviewed sequentially, items that were independent factors or possessed lower loadings, such as The use of artifacts in the décor scheme adds excitement to this theme restaurant environment, This restaurant does not have the noise of the outdoor or indoor, Overall, this facility's layout makes it easy to get where you want to go, and The audio/video machines add excitement to the place were excluded. During this stage, 4 items were eliminated and 18 items were retained in the formal scale Data Collection The official interview surveys were collected during four holiday periods between May 13, 2011, and June 5, The Poll Center of Chienkuo Technology University (Taiwan) was commissioned to conduct the survey. Additionally, 8 professional interviewers were spaced in pairs evenly (approximately 150 meters apart) on the street where theme restaurants were located to survey consumers who had finished dining. The interviewees were initially asked whether they would participate in the survey. If they refused, the interviewers approached the next candidate. When the interviewee's response was unclear, the interviewers provided further guidance. A total of 285 questionnaires were collected. After eliminating the questionnaires that were significantly incomplete (regarded as invalid questionnaires), 279 valid questionnaires remained, for an effective recovery rate of 97.9% (see a description of the sample characteristics in Table 5). Table 5. Demographic Characteristics of Participants (N=279) Characteristics Category N % Sex Male Female Education Level Junior High and below Senior High College Graduate and above Allowance US$ 330 and below US$ 331~ US$ 601~ US$ 1516~ US$ 3031 and above Age 19 and below ~ ~ ~ and above Occupation Student Public Servant and Teacher Service Industry Unemployed Manufacturing Industry Professional Jobs Others Results and Discussions 4.1. Reliability and Validity Analysis The primary goal of the exploratory factor analysis (EFA) is to assess the pros and cons of the foregoing questionnaire items. The KMO value of the scale was and the p value for the Bartlett spherical test was less than 0.001, indicating the factor extraction was appropriate for this study [35]. Subsequently, we adopted principal component analysis with a varimax orthogonal rotation to obtain an eigenvalue greater than 1; and a loading of 0.5 was used as the critical value for deleting questions [36]. The exploratory factor analysis (with scree test) confirmed that there were five factors underlying the servicescape construct. These factors included aesthetics (4 items), ambient conditions (4 items), space and function (4 items), seating comfort (3 items), and cleanliness (3 items). The factor analysis are presented in Table 6. Combined factor loadings accounted for % of the total variance in the factor pattern. Table 6. Factor Analysis Results of the Theme Restaurant Servicescape Measurement Factors and items Loadings Factor 1: Aesthetics (Eigenvalue=2.995, Variance =16.639%, Alpha =0.864) This theme restaurant's architecture gives it an attractive character..840 This theme restaurant's interior décor is decorated in an attractive fashion..775 This restaurant's style meets the theme..694 This restaurant is painted in attractive colors..796 Factor 2: Ambient condition (Eigenvalue=2.497, Variance =13.874%, Alpha =0.776) The temperature in this theme restaurant is comfortable..860 The aroma in this theme restaurant is pleasant..797 The background music, played overhead, makes this theme restaurant a more enjoyable place..703 The overall lighting level in this theme restaurant environment is appropriate B U L L E T I N O F JSSD Vol. 62 No THE SCIENCE OF DESIGN

7 Table 6. Factor Analysis Results of the Theme Restaurant Servicescape Measurement (Continue) Factors and items Loadings Factor 3: Space / function (Eigenvalue=2.782, Variance =15.457%, Alpha =0.845) In this theme restaurant, the seating between neighbor are well spaced out..685 In this theme restaurant, the aisles between the tables are wide enough to pass through easily..830 The signs in this restaurant environment provide adequate direction and help you find your way..730 Exquisite tableware adds dining atmosphere..766 Factor 4: Seating comfort (Eigenvalue=1.980, Variance =10.998%, Alpha =0.707) This theme restaurant's chairs allow me to sit at a comfortable distance from the table..786 It is easy to get in and out of the seats at this theme restaurant..814 This theme restaurant's seats are comfortable..730 Factor 5: Cleanliness (Eigenvalue=2.564, Variance =14.245%, Alpha =0.930) Employees are neat appearing..829 This theme restaurant maintains clean restrooms..846 Overall, this theme restaurant is kept clean Kano Classification and Analysis Based on the investigation results (Table 7), the number of times each quality attribute appeared was calculated based on frequency. The mode was then employed as the Kano quality classification of the quality attribute. For example, for question 1 of the attribute assessment items, This theme restaurant's architecture gives it an attractive character, the proportions of participants' attractive, must-be, one-dimensional, indifferent and reverse quality evaluations were as follows: 34.1%, 19.7%, 15.1%, and 31.2%, of which attractive quality evaluations accounted for 34.1%, significantly higher than evaluations for other categories. Consequently, we can determine that the quality attribute is attractive quality. Table 7. Results of the Kano Model Servicescape attributes A O M I R Q Category Aesthetics Ambient conditions Space / Function Seating comfort Positive CS-coefficient Negative CS-coefficient 1. This theme restaurant's architecture gives it 34.1% 19.7% 15.1% 31.2% 0.0% 0.0% A an attractive character. 2. This theme restaurant's interior décor is 32.3% 20.8% 15.4% 30.8% 0.4% 0.4% A decorated in an attractive fashion. 3. This restaurant's style meets the theme. 20.4% 24.0% 22.6% 32.6% 0.4% 0.0% I This restaurant is painted in attractive 36.9% colors. 11.8% 16.8% 34.1% 0.0% 0.4% A The temperature in this theme restaurant is comfortable. 12.9% 34.8% 25.8% 26.5% 0.0% 0.0% O The aroma in this theme restaurant is pleasant. 9.7% 29.7% 36.2% 24.0% 0.0% 0.4% M The background music, played overhead, makes this theme restaurant a more enjoyable place. 36.9% 19.0% 10.8% 33.3% 0.0% 0.0% A The overall lighting level in this theme 22.9% 23.7% 14.7% 38.4% 0.4% 0.0% restaurant environment is appropriate. I In this theme restaurant, the seating between neighbor are well spaced out. 12.9% 27.6% 26.2% 33.3% 0.0% 0.0% I In this theme restaurant, the aisles between the tables are wide enough to pass through 11.8% 28.7% 25.4% 33.7% 0.4% 0.0% I easily. 11. The signs in this restaurant environment provide adequate direction and help you 14.7% 20.4% 18.3% 46.6% 0.0% 0.0% I find your way. 12. Exquisite tableware adds dining atmosphere. 40.5% 14.3% 10.8% 34.4% 0.0% 0.0% A This theme restaurant's chairs allow me to sit at a comfortable distance from the table. 23.3% 26.9% 17.9% 31.9% 0.0% 0.0% I It is easy to get in and out of the seats at 22.6% 28.0% 19.4% 30.1% 0.0% 0.0% this theme restaurant. I This theme restaurant's seats are comfortable. 17.2% 35.5% 22.9% 24.0% 0.4% 0.0% O Employees are neat appearing. 9.7% 46.6% 27.6% 16.1% 0.0% 0.0% O This theme restaurant maintains clean Cleanliness restrooms. 18. I think that the service of the theme restaurant has met my expectations. 10.4% 50.9% 25.8% 12.9% 0.0% 0.0% O % 50.5% 26.2% 14.0% 0.4% 0.0% O Copyright 2015 日本デザイン学会 All Rights Reserved. THE SCIENCE OF DESIGN B U L L E T I N O F JSSD Vol. 62 No

8 Based on Table 7, the Kano quality categories of the servicescape attributes are described as follows: 1) Five items were classified as being of attractive quality, including This theme restaurant's architecture gives it an attractive character, This theme restaurant's interior décor is decorated in an attractive fashion, This restaurant is painted in attractive colors, The background music, played overhead, makes this theme restaurant a more enjoyable place, and Exquisite tableware adds dining atmosphere. This shows that the function of the five attributes (quality) can significantly enhance satisfaction. However, when dysfunction occurs, the consumers' dissatisfaction will not be significantly enhanced. 2) Five items were classified as one-dimensional, which include The temperature in this theme restaurant is comfortable, This theme restaurant's seats are comfortable, Employees are neat appearing, This theme restaurant maintains clean restrooms, and I think that the service of the theme restaurant has met my expectations. That is, the performance of these five attributes and satisfaction evince a linear relationship. Satisfaction shows directly proportionate increasing and decreasing trends in accordance to the level of quality sufficiency. 3) One item was classified as must-be, namely, The aroma in this theme restaurant is pleasant. This indicates that, regarding the design of theme restaurant servicescape, respondents require pleasant aroma. Although when strengthening or increasing this quality attribute, satisfaction will not be enhanced, when this attribute is not sufficient, dissatisfaction will increase significantly. 4) Seven items were classified as indifferent, which include This restaurant's style meets the theme, The overall lighting level in this theme restaurant environment is appropriate, In this theme restaurant, the seating between neighbor are well spaced out, In this theme restaurant, the aisles between the tables are wide enough to pass through easily, The signs in this restaurant environment provide adequate direction and help you find your way, This theme restaurant's chairs allow me to sit at a comfortable distance from the table, and It is easy to get in and out of the seats at this theme restaurant. That is, regardless of whether the quality of the attributes is sufficient or insufficient, consumer satisfaction levels are not affected IPA and Customer Satisfaction Coefficient Analysis In this study, we conduct importance-performance analysis (IPA) to confirm what the primary quality attributes needed for improvement are. Among them, the X-axis and Y-axis centerlines of the IPA matrix analysis diagram represent the performance and importance averages, respectively. The 18 servicescape attributes are located in the four regions of the matrix to facilitate interpretation and decision making (Figure 3). Figure 3. IPA for the Theme Restaurant Servicescape 1) Region I: Region I reflects the opportunities owners have to obtain or maintain a competitive advantage and can be considered the defensive strategies employed to preserve consumer satisfaction, which provides a major strength for industries. This region is very similar to the items within the Kano quality categories of one-dimensional quality and must-be quality used in this study. Another three items (Q8, Q13, and Q14) were classified into the indifferent quality category. However, the positive CS-coefficients (CS) were higher than the negative CS-coefficients (DS), which indicates that industries should continue investing resources to ensure a stable service quality. 2) Region II: Region II reflects the factors that industries must urgently improve and can be used as a tool to create differentiation. This region comprises the major weakness of industries and matches the items within the Kano quality category of attractive quality used in this study. Therefore, industries should prioritize improving these items and enhancing consumers' perceived quality. 3) Region III: Region III reflects the attributes that no longer require significant effort or resource investments from industries and are the minor weaknesses of industries. This region matches the items within the Kano quality category of indifferent quality used in 36 B U L L E T I N O F JSSD Vol. 62 No THE SCIENCE OF DESIGN

9 this study. Therefore, industries should adopt a more conservative strategy and first address the items in the previous region, or wait for financial and technical surpluses to complete the implementation of these improvements. 4) Region IV: Region IV comprises the attributes that industries should consider reallocating the resources of, which is a minor strength for industries. This enables industries to transfer available resources to the key areas that require improvements to reduce service costs. In summary, we employed the Kano quality categories and IPA integrated analysis to further clarify and improve the prioritization of the quality categories based on the matrix quadrant to enhance the efficiency of the servicescape. 5. Conclusion As the market matures, merely satisfying consumers' basic needs no longer offers a competitive advantage; instead the opposite has become necessary. Therefore, theme restaurant owners must establish uniquely recognizable experiences to highlight their uniqueness and differentiation. Theme restaurant managers are fully aware of the importance of servicescape and the service quality they include, but lack knowledge regarding what quality attributes to provide and an understanding of the correlation between a certain quality attribute and satisfaction. The starting point of the two-dimensional quality model (the Kano model) contains significance regarding discrimination and differentiation; therefore, this study applied the Kano model to explore the relationship between the performance of quality attributes for theme restaurant servicescape and satisfaction, enabling a clarification of consumers' real demands for servicescape design. The analytical results of the questionnaire suggest that the 18 servicescape attribute items can be classified into several quality categories, proving that a non-linear relationship exists between quality and consumer satisfaction. The theme restaurant servicescape dimensions structured through this study's questionnaire provide a valuable reference for further studies. Presenting a program with the polar coordinate method can provide decision choice references during the planning and design stages. Region I can be considered the defensive strategies employed to preserve consumer satisfaction. That is, comfortable seating and clean environments should be provided, allowing consumers to engage in conversation, dining, leisure, and other diverse activities, thereby leading to psychological satisfaction. Region II can be used as a tool to create a differentiation. That is, the attractiveness of the servicescape developed by architecture and interior design communicates the personality of the consumption venue through shape, line, texture, proportion, color, and music, allowing consumers to engage in sensory experiences of various themed spaces and enhancing perceived quality. Theme restaurant owners can assess their resources and manpower by employing the Region III and Region IV attributes to implement appropriate arrangements. This explains how higher customer satisfaction can be achieved under various quality attribute classifications and performance levels. When encountering competitive situations and limited resources, more important attributes or characteristics can be implemented more rapidly to enhance consumers' perceived quality. The results of this study can also provide references for orientation and development in future spatial planning. The needs of modern consumers are typically fast-changing and unpredictable. The categories of the Kano model alter over time because consumer reactions to a specific quality gradually change from surprise to as expected. An originally attractive quality may become a one-dimensional quality or a must-be quality over time or when competitors offer the same quality. Therefore, the referential value of the study results is limited. We recommend future studies continually examine changes in consumer demand trends and expand the investigation scope to other metropolitan areas to enhance the inferential validity. In addition, although servicescape play a key role in improving consumers' perceived quality, other critical areas, such as catering quality or consumption costs, should also be significantly correlated. In other words, although the servicescape may be a necessary condition for stimulating consumer purchase decisions, it is not the only condition required. 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