消費者對於主題式環境的需求日漸增加，打造主題式環境成為餐廳吸引顧客上門消費與創造獨特體驗的主要因素之一，同時建立餐廳獨特鮮明的形象。本研究探討近年興起以文化創意作為主題的餐廳，檢視文創餐廳的哪些用餐經驗能夠影響顧客忠誠度。本研究以連鎖文創餐廳－G餐廳作為研究對象，透過網路問卷回收407份問卷，以驗證性因素分析法與結構方程模型分析問卷內容。研究結果顯示，連鎖文創餐廳的創意與吸引力是影響顧客忠誠度的第一關鍵因素，本研究建議文創餐廳業者未來在餐點、人員與環境方面，不僅需具備功能性，也要注重美觀、創意與設計感，以吸引顧客目光；實體環境則是影響顧客忠誠度的是第二關鍵因素，本研究建議連鎖文創餐廳可由裝潢、擺飾、燈光、動線設計的四個方面，打造充滿文化與創作的元素的餐廳環境與氣氛。

Due to the increasing needs of themed environment for consumers, creating themed environment has become a main reason for customers to patronize and gain a unique restaurant experience. Meanwhile, it is also a good way for restaurateurs to create a clear brand image. During recent years, cultural and creative industry has become a popular trend; however, there is a lack of researches to address on the topic of cultural and creative industry. Thus, this research examines the effects of restaurant experiences on customer loyalty in cultural and creative restaurant. A total of 407 samples from online surveys were used to assess research hypotheses through confirmatory factor analysis (CFA) and structural equation modeling (SEM). The fingings indicated that creativity & attraction is the most important attribute of customer loyalty, so the result suggested that cultural and creative chain restaurants should put emphasis on not only utilitarian values, but also creativity and outer design to attract customers. Besides, atmosphere also positively influenced customer loyalty; thus, this research suggested that restaurateurs should create an environment filled with cultural and creative components from interior design, ornaments, lighting, and dining area layout.

王菀齡、陳碩珮 (2008，5月)。體驗行銷、關係品質與顧客忠誠度關係之研究－以薰衣草森林為例。以口頭型式發表於觀光休閒暨餐旅產業永續經營學術研討會，高雄市，臺灣。全文引自http://ir.nkuht.edu.tw/retrieve/2372/08-046.pdf
王乙婷 (2010)。閒置空間再利用為餐飲用途經營之探討-以臺南市為例 (未出版碩士論文)。國立成功大學，臺南市。
天下雜誌 (2014)。2014《天下》「金牌服務業調查」調查結果出爐。於2015年9月5日取自http://www.cw.com.tw/article/article.action?id=5057501
文化部 (2014)。2014年文化創意產業發展年報。於2015年9月5日取自於：
http://stat.moc.gov.tw/Research.aspx?type=5
文化部 (2015)。2015年文化創意產業發展年報。於2016年2月20日取自：http://stat.moc.gov.tw/Research.aspx?type=5
文化部 (2010)。文化創意產業發展法。於2015年9月3日取自：http://cci.culture.tw/cci/cci/law_detail.php?c=240&sn=3731
行政院 (2002)。挑戰2008：國家發展重點計畫。於2015年9月3日取自：
http://www.teg.org.tw/files/events/2002.05.31.pdf
行政院主計處 (2015)。103年家庭收支調查報告。於2015年9月5日取自： http://www.dgbas.gov.tw/ct.asp?xItem=19882&CtNode=3101&mp=1
吳明敏 (2010)。體驗行銷、體驗價值與行為意向之相關研究(未出版碩士論文)。真理大學，新北市。
林榮泰、陳璽敬、王村煌、曾美玲、蘇錦夥、張淑華 (2010，10月)。創意生活產業的感質體驗-薰衣草森林之緩慢金瓜石店個案研究。以口頭型式發表於2010年臺灣感性學會研討會，臺中，臺灣。全文引自http://www.twtik.org/tik/attachments/067_B-04.pdf
范榮靖 (2009)。臺灣文創成績 民間63.85分，政府51.32分。於2016年3月16日取自：http://www.gvm.com.tw/Boardcontent_15191.html
黃浩榮 (2009)。未來十年最大經濟體。遠見雜誌，281，165-172。
曾如瑩、黃玉禎 (2011)。竹科新貴再見，餐飲新貴報到！。商業週刊，1257，127-162。
邱元平 (2011)。數位媒體正在改變消費者購物模式。於2015年9月6日取自：http://1009hikaru.blogspot.tw/2011/04/blog-post_22.html。
侯傑泰、成子娟 (2007)。結構方程模型的應用及分析策略。於2015年10月5日取自： http://dasanlin888.pixnet.net/blog/post/34467632-結構方程模型的應用及分析策略。
俞洪亮、蔡義清、莊懿妃 (2012)。商管研究資料分析SPSS的應用。臺北市：華泰文化。
陳佳宏、謝俊宏、張峻嘉、張育瑋(2010)。走馬瀨休閒農場之服務品質、遊客滿意度與口碑形象。鄉村旅遊研究，4(1)，35-57。
陳雅玫、林承謙(2013)。 從女性的五感消費探討臺灣新茶文化的魅力-以采采食茶為例。商業設計學報，17，107-126.
陳怡婷 (2014)。臺灣發展文創的關鍵：文創產業鏈。理財周刊，747，取自http://mag.cnyes.com/Content/20141212/ef4af58c627f4febba086faa456af4f7.shtml
資策會產業情報研究所 (2014)。臺灣有81%消費者在購物前搜尋口碑訊息。
於2015年12月15日取自：
http://mic.iii.org.tw/intelligence/pressroom/pop_pressFull.asp?sno=366&
cred=2014/8/5：
經理人 (2006)。顧客滿意度高達97.5%，公司就一定賺錢嗎？。於2016年12月15日取自：http://www.managertoday.com.tw/articles/view/224
經濟部中小企業處 (2011)。感質中小企業推動計畫。於2015年12月15日取自：http://tsia.moeasmea.gov.tw/moeasmea/wSite/ct?xItem=6927&ctNode=183&mp=8
經濟部中小企業處 (2013)。英國文化創意產業發展概況。於2016年3月15日取自：
http://incubator.moeasmea.gov.tw/news/activity/activity-none/988-2013-09-01-9.html
經濟部工業局 (2015)。創意生活產業發展計畫。於2015年9月28日取自：http://www.moeaidb.gov.tw/external/ctlr?PRO=project.ProjectView&id=1045
萬事達卡 (2015)。臺灣人饗食主義風潮盛 造訪飯店頂級餐廳比率亞太區第二。
取自：http://www.mastercard.com/tw/consumer/_assets/PDF/2015-01-28.pdf
廖珮彣、林陽助 (2015，6月)。體驗行銷、體驗價值與顧客忠誠度關係之研究 ─以薰衣草森林為例。以口頭型式發表於2015 第18屆科際整合管理研討會，臺北市，臺灣。全文引自http://www.ba.scu.edu.tw/sites/all/conference/2015conference/paper_2015/4_155.pdf
劉錦秀 (譯) (2003)。非連續時代。臺北：商周。(井出伸之，2002)。
潘忠煜、楊士鴻 (2010)。感質-“心” 體驗。品質月刊，46(3)，34-36。
蔡宗君、陳秀芬、鍾永貴 (2011)。鐵板燒餐廳服務品質、再購意願與口碑關係之實證研究。人文社會科學研究，5(3)，39-56。
蔡宜蒨 (2015)。從英美以及韓國文創產業來看，臺灣還只是停留在「用文化做生意」？。於9月10日取自: http://www.thenewslens.com/post/157379/
聯合國 (2014)。2013年創意經濟報告書。於2015年9月10日取自：http://www.unesco.org/culture/pdf/creative-economy-report-2013.pdf
顏惠芸、林伯賢、林榮泰 (2015)。產品感質對品牌形象之影響。設計學報，20(2)，1-24。
顏惠芸、林榮泰 (2012)。從文創產業的感質商品到商業模式的設計加值。藝術學報: 表演類 (革新版)，91，127-152。
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior. Reading, MA: Addison-Wesley.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Andaleeb, S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-11.
Ariffin, H. F., Bibon, M. F., & Abdullah, R. P. S. R. (2012). Restaurant's atmospheric elements: What the customer wants. Procedia-Social and Behavioral Sciences, 38, 380-387.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of Academy of Marketing Science, 22(4), 328-339.
Baker, J., & Cameron, M. (1996). The effects of the service environment on affect and consumer perception of waiting time: an integrative review and research propositions. Journal of Academy of Marketing Science, 24(4), 338-349.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Barber, N., Goodman, R. J., & Goh, B. K. (2011). Restaurant consumers repeat patronage: a service quality concern. International Journal of Hospitality Management, 30(2), 329-336.
Beardsworth, A., & Bryman, A. (1999). Late modernity and the dynamics of quasification: the case of the themed restaurant. Sociological Review, 47(2), 228-257.
Bei, L.T. & Chiao, Y. C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125-40.
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85-89.
Bermond, B. (2008). The emotional feeling as a combination of two qualia: a neurophilosophical-based emotion theory. Cognition and Emotion, 22(5), 897-930.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
Bolton, L. E., Warlop, L., & Alba, J. W. (2003). Consumer perceptions of price (un) fairness. Journal of Consumer Research, 29(4), 474-491.
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
Cai, H., Chen, Y., & Fang, H. (2009). Observational learning: evidence from a randomized natural field experiment. American Economic Review, 99(3), 864-895.
Chebat, J. C., & Michon, R. (2003). Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 43(3), 345-354.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of Academy of Marketing Science, 22(2), 99-113.
Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44(6), 147-160.
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. Mis Quarterly, 18(4), 453-461.
Dube, L., Renaghan, L. M., & Miller, J. M. (1994). Measuring customer satisfaction for strategic management. The Cornell Hotel and Restaurant Administration Quarterly, 35(1), 39-47.
Emmons, R. A. (2000). Is spirituality an intelligence? motivation, cognition, and the psychology of ultimate concern. International Journal for the Psychology of Religion, 10(1), 3-26.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior. Chula Vista, CA: South-Western College.
Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207-1213.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Ghose, A., & Ipeirotis, P. (2006). Towards an understanding of the impact of customer sentiment on product sales and review quality. Information Technology and Systems, 12, 1-6.
Grönroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), 30-41.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Customer behavior: building marketing strategy. Pennsylvania Plaza, NY: McGraw-Hill College.
Ha, J., & Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
Heung, V. C. (2002). American theme restaurants: a study of consumer's perceptions of the important attributes in restaurant selection. Asia Pacific Journal of Tourism Research, 7(1), 19-28.
Horn, D., & Salvendy, G. (2006). Consumer‐based assessment of product creativity: a review and reappraisal. Human Factors and Ergonomics in Manufacturing & Service Industries, 16(2), 155-175.
Horng, J. S., Liu, C. H., Chou, S. F., & Tsai, C. Y. (2013). Creativity as a critical criterion for future restaurant space design: developing a novel model with DEMATEL application. International Journal of Hospitality Management, 33, 96-105.
Farkas, D. (1998). Theme dreams. Restaurant Hospitality, 82 (1), 36-44.
Frederick, F. R., & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105.
Frumkin, P. (2000). Jekyll & Hyde parent transformed by Chapter 11 bankruptcy filing. Nation’s Restaurant News, 34 (39), 6.
Berkowitz, E. N. (1978). Brand loyalty: measurement and management. Journal of Marketing Research (pre-1986), 15(4), 659.
Jang, S. S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: application of an extended mehrabian–russell model to restaurants. Journal of Business Research, 62(4), 451-460.
Jang, S. S., & Feng, R. (2007). Temporal destination revisit intention: the effects of novelty seeking and satisfaction. Tourism Management, 28(2), 580-590.
Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356-366.
Josiam, B. M., & Henry, W. (2014). Eatertainment: utilitarian and hedonic motivations for patronizing fun experience restaurants. Procedia-Social and Behavioral Sciences, 144, 187-202.
Josiam, B. M., Mattson, M., & Sullivan, P. (2004). The historaunt: Heritage tourism at mickey's dining car. Tourism Management, 25(4), 453-461.
Julander, C., Magi, A., Jonsson, J., & Lindqvist, A. (1997). Linking customer satisfaction to financial performance data. In Advancing Service Quality: A global Perspective, Quiz 5, Conference Processing, University of Karlstad, Sweden, 301-310.
Kahneman, D., Knetsch, J. L., & Thaler, R. (1986). Fairness as a constraint on profit seeking: entitlements in the market. American Economic Review, 76(4), 728-741.
Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1986). Fairness and the assumptions of economics. Journal of Business, 59(4), S285-S300.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Kivela, J., Inbakaran, R., & Reece, J. (1999). Consumer research in the restaurant environment, part 1: a conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management, 11(5), 205-222.
Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer research in the restaurant environment, part 3: analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30.
Kivela, J., & Crotts, J. C. (2006). Tourism and gastronomy: Gastronomy's influence on how tourists experience a destination. Journal of Hospitality & Tourism Research, 30(3), 354-377.
Kim, W. G., Lee, Y. K., & Yoo, Y. J. (2006). Predictors of relationship quality and relationship outcomes in luxury restaurants. Journal of Hospitality & Tourism Research, 30(2), 143-169.
Kim, W. G., Ng, C. Y. N., & Kim, Y. S. (2009). Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth. International Journal of Hospitality Management, 28(1), 10-17.
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27(4), 563-573.
Lego, C.K., Wood, N.T., Mcfee, S.L., & Solomonm, M. R. (2002). A thirst for the real thing in theme retail environments: consuming authenticity in Irish pubs. Journal of Foodservice Business Research, 5(2), 61-74.
Lewis, R. C., & Chambers, R. E. (1999). Marketing leadership in hospitality: foundations and practices (No. Ed. 3). John Wiley and Sons.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
Inskeep, E. (1991). Tourism planning: An integrated and sustainable development approach. Van Nostrand Reinhold.
Liu, Y. (2006). Word of mouth for movies: its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74-89.
Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338-348.
MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), 130.
Mathisen, G. E., Einarsen, S., & Mykletun, R. (2008). The occurrences and correlates of bullying and harassment in the restaurant sector. Scandinavian Journal of Psychology, 49(1), 59-68.
McDougall, G., & Levesque, T. (2000). Customer satisfaction and future intentions: the role of perceived value and service quality. Journal of Services Marketing, 14(5), 392-410.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, Mass: The Mit Press.
Morgan, G. A., Leech, N. L., & Barret, K. C. (2005). SPSS for intermediate statistics: Use and Interpretations. Mahwah, NJ: Lawrence Erlbaum.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409.
Nguyen, N., & Leblanc, G. (2002). Contact personnel, physical environment and the perceived corporate image of intangible services by new clients. International Journal of Service Industry Management, 13(3), 242-262.
Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of Academy of Marketing Science, 30(3), 40-249.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Ouellette, J. A., & Wood, W. (1998). Habit and intention in everyday life: the multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124(1), 54.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of Academy of Marketing Science, 28(1), 168-174.
Park, N. K., Pae, J. Y., & Meneely, J. (2010). Cultural preferences in hotel guestroom lighting design. Journal of Interior Design, 36(1), 21-34.
Pate, K. (2000). Appetite for theme dining can be fickle “eatertainment” industry scaling back. Denver Post. Retrived from http://www.denverpost.com/
Pettijohn, L. S., Pettijohn, C. E., & Luke, R. H. (1997). An evaluation of fast food restaurant satisfaction: determinants, competitive comparisons and impact on future patronage. Journal of Restaurant & Foodservice Marketing, 2(3), 3-20.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
Qin, H., & Prybutok, V. R. (2008). Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, 15(2), 35.
Qu, H. (1997). Determinant factors and choice intention for Chinese restaurant dining: a multivariate approach. Journal of Restaurant & Foodservice Marketing, 2(2), 35-49.
Quellman, E. M., & Boyce, P. R. (2002). The light source color preferences of people of different skin tones. Journal of the Illuminating Engineering Society, 31(1), 109-118.
Ramseyer, R. (2001). The show must go on. Restaurant Business, 100 (13), 49-57.
Reimer, A., & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39(7/8), 785-808.
Reuland, R., Choudry, J., & Fagel, A. (1985). Research in the field of hospitality. International Journal of Hospitality Management, 4(4), 141-146.
Ryu, K., & Jang, S. S. (2007). The effect of environmental perceptions on behavioral intentions through emotions: the case of upscale restaurants. Journal of Hospitality & Tourism Research, 31(1), 56-72.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
Schindler, R. M., & Bickart, B. (2005). Published word of mouth: Referable, consumer-generated information on the Internet. Online consumer psychology: Understanding and Influencing Consumer Behavior in the Virtual World. Mahwah, NJ : Lawrence Erlbaum Associates.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
Shim, S. (1996). Adolescent consumer decision‐making styles: the consumer socialization perspective. Psychology & Marketing, 13(6), 547-569.
Stevens, P., Knutson, B., & Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel and Restaurant Administration Quarterly, 36(2), 5-60.
Sukalakamala, P., & Boyce, J. B. (2007). Customer perceptions for expectations and acceptance of an authentic dining experience in Thai restaurants. Journal of Foodservice, 18(2), 69-75.
Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait the case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.
Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications: a motivational analysis. Advances in Consumer Research, 25(1), 527-531.
Taylor, S., & Todd, P. (1995). Assessing IT usage: the role of prior experience.MIS Quarterly, 19(4), 561-570.
Tsai, C. T. & Lu, P. H. (2012). Authentic dining experiences in ethnic theme restaurants. International Journal of Hospitality Management, 31(1), 304-306.
Warshaw, P. R., & Davis, F. D. (1985). The accuracy of behavioral intention versus behavioral expectation for predicting behavioral goals. Journal of Psychology, 119(6), 599-602.
Wakefield, K. L., & Blodgett, J. G. (1994). The importance of servicescapes in leisure service settings. Journal of Services Marketing, 8(3), 66-76.
Wall, E. A., & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 59-69.
Weiss, R., Feinstein, A. H., & Dalbor, M. (2004). Customer satisfaction of theme restaurant attributes and their influence on return intent. Journal of Foodservice Business Research, 7(1), 23-41.
Wood, N.T. & Munoz, C.L. (2007). “No rules, just right” o is it? the role of themed
restaurants as cultural ambassadors. Tourism and Hospitality Research, 7(3/4),
242-255.
Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! a conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1-15.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychology & Marketing, 21(10), 799-822.
Yoo, K. H., & Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10(4), 283-295.
Yüksel, A., & Yüksel, F. (2003). Measurement of tourist satisfaction with restaurant services: a segment-based approach. Journal of Vacation Marketing, 9(1), 52-68.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of Academy of Marketing Science, 21(1), 1-12.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(2), 22.
Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: a comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.