主题乐园餐厅环境特征对顾客服务质量感知的影响

主题乐园餐厅是乐园主题文化具象化的重要载体，餐厅的环境特征是顾客直接接触与感知的实体，环境特征的合理配置直接影响顾客的用餐体验.聚焦主题乐园餐厅，基于改进的DINESCAPE量表衡量顾客对主题乐园餐厅的环境特征感知，并验证其与服务质量期望与感知之间的关系.研究发现：1) 主题乐园餐厅环境特征的总体感知水平较高，尤其在舒适氛围营造、餐桌主题布置、餐具质量以及服务人员数量等方面比较突出，但对主题乐园餐厅休闲氛围的感知较低.2) 不同性别样本对主题乐园餐厅环境特征的感知差异无统计学意义，但对服务质量期望与服务质量感知的差异存在显著性，男性对服务质量期望和服务质量感知的均值均高于女性.3) 主题乐园餐厅的环境特征对顾客服务质量期望与感知均产生正向影响，其中，设施美观、服务人员、餐厅布局、环境氛围、餐桌布置及照明采光均会对顾客的服务质量感知产生正向影响；此外，顾客服务质量期望会对顾客服务质量感知产生正向影响.4) 消费次数对餐厅环境特征与顾客服务质量感知之间的路径、餐厅环境特征与顾客服务质量期望之间的路径、服务质量期望与服务质量感知之 间的路径具有显著的调节作用.

Impact of environmental characteristics of theme park restaurants on customer's perception of service quality

Theme park restaurant is an important carrier of the theme culture of the park. The physical environment of the restaurant are the entities that customers directly contact and perceive. The reasonable configuration of physical environment directly affects the customer's dining experience. Focusing on theme park restaurants， customers' perception of physical environment is measured based on the improved DINESCAPE scale and the relationship between them and service quality expectations and perceptions are verified. Results are shown as follows. 1) The overall perception of the physical environment of the theme park restaurant is relatively high， especially in the creation of a comfortable atmosphere， the theme layout of the table， the quality of the tableware and the number of service personnel， but the perception of the leisure atmosphere of the theme park restaurant is low. 2) There is no statistically significant difference in the perception of the physical environment of theme park restaurants in different gender samples， but the differences in service quality expectations and perceptions of service quality are significant， and the average values of service quality expectations and perceptions are higher for men than women. 3) The physical environment of theme park restaurants have a positive impact on customer service quality expectations and perceptions. Among them， facility aesthetics， service staff， restaurant layout， environmental atmosphere， table layout， and lighting will all have a positive impact on customer service quality perceptions. In addition， customer service quality expectations will have a positive impact on customer service quality perception. 4) The number of consumption has a significant moderating effect on the path between restaurant physical environment and customer service quality perception， the path between restaurant physical environment and customer service quality expectations， and the path between service quality expectations and service quality perception.