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Customer value creation in technology based restaurant experiences: Case study in the mobile application restaurant: Pincho’s
Högskolan Dalarna, Akademin Industri och samhälle, Turismvetenskap.
Högskolan Dalarna, Akademin Industri och samhälle, Turismvetenskap.
2017 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

In the restaurant industry, there is a growing interest in applying technology as part of the service process. However, the constant development of technological innovations does not always meet the demand and therefore it would be important to empirically study how the technology based dining experiences are perceived by the customer. Accordingly, collecting information on how the service quality is perceived when technology is playing a major role during the restaurant experience is important, since such research has not been conducted before. Hereby, the aim of this research paper is to examine restaurant experiences from the customer point of view, in which the role of service personnel is reduced due to implementation of a mobile application. In order to achieve this aim, the objective is to identify what creates value for the customers in a mobile application generated dining experience. Thus, following research questions were stated: How does the customers perceive the service quality in a mobile application generated dining experience? and What are the advantages and disadvantages for the customer to use mobile application for the service delivery during the dining experience?

The research used explanatory sequential mixed methods. Primarily, the researchers performed collection and analysis of quantitative data. Additionally, to get a profound interpretation of the research topic, qualitative data was gathered and analyzed. Thereafter, the qualitative data was used for explaining the quantitative findings more in detail. For the sake of this, the research questions were divided correspondingly one for each method. Findings from the descriptive quantitative analysis, indicated that the use of mobile application for the service delivery was mostly positively perceived. Additionally, discourse analysis was conducted from 812 Pincho’s associated TripAdvisor online reviews. The review findings provided more detailed opinions of the customers’ experiences in their own words and brought up possible advantages and disadvantages.

The research findings can provide a small contribution to the knowledge of technology based restaurant experiences. However, as the researchers collected only a small amount of primary data, the validity of the results is limited. Additionally, using online reviews is a highly subjective method and consequently has its shortcomings. Therefore, in order to gain thorough understanding of mobile application generated dining experiences, the phenomenon should be further examined in a larger scale. Together with this, it would be intriguing to conduct a questionnaire based survey in all the Pincho’s restaurants and more specifically examine overall satisfaction of the customers.

sted, utgiver, år, opplag, sider
2017.
Emneord [en]
Dining experience, Technology based service, Service Quality, Value-creation, Customer experience, Mobile application
HSV kategori
Identifikatorer
URN: urn:nbn:se:du-26407OAI: oai:DiVA.org:du-26407DiVA, id: diva2:1149065
Tilgjengelig fra: 2017-10-13 Laget: 2017-10-13

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