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Data mining approach investigates Western-style restaurant hospitality management in Taiwan

Data mining approach investigates Western-style restaurant hospitality management in Taiwan In terms of service hospitality, recent discussions of value-in-use from the perspective of service-dominant logic have focused on the customer’s determination of value and control of the value creation process. The purpose of this paper is to extend these discussions by exploring the value creation process in the Western-style restaurant in Taiwan, which is developed value-in-eat creation for restaurants. In Taiwan, Western-style restaurants are as popular as Chinese restaurants because of globalization and cultural integration. However, to local restaurateurs and managers, managing a Western-style restaurant in terms of localization and hospitality on value-in-eat creation presents both academic and practical issues. Thus, this paper aims to investigate Western-style restaurant hospitality management alternatives on the value-in-eat creation process in Taiwan using a data mining approach.Design/methodology/approachBased on a market survey, a total of 1,187 questionnaires was incorporated into a database. The questionnaire design is divided into 7 parts with 35 items. All questions are designed as nominal and ordinal (not the Likert scale) scales. Data mining approach, including cluster analysis and association rules, cluster analysis is investigated possible customer profiles and association rules is implemented to explore customer preference patterns and rules on the value-in-eat creation process.FindingsData mining results show two patterns including Pattern 1: meal patterns and customer preferences for restaurant hospitality management and Pattern 2: customer relationship management (CRM) for restaurant hospitality management that customer profiles and preferences on meal patterns, service patterns and CRM are engaged to suggest effective Western restaurant hospitality management alternatives, such as proper bundles for restaurant types, meals, exotic atmosphere and services of hospitalities in terms of a value-in-eat creation process.Originality/valueTo the best of the authors’ knowledge, this study is the first study to investigate consumers’ behaviors in Western-style restaurants using the measurement of nominal and ordinal scale for questionnaire development and further to implement a data mining approach on selected data samples. In addition, this study illustrates the patterns/rules of Taiwan customer preferences that best explain the knowledge of how to manage Western-style restaurants from the perspective of customer hospitality using data mining. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Data mining approach investigates Western-style restaurant hospitality management in Taiwan

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
DOI
10.1108/jhtt-06-2020-0137
Publisher site
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Abstract

In terms of service hospitality, recent discussions of value-in-use from the perspective of service-dominant logic have focused on the customer’s determination of value and control of the value creation process. The purpose of this paper is to extend these discussions by exploring the value creation process in the Western-style restaurant in Taiwan, which is developed value-in-eat creation for restaurants. In Taiwan, Western-style restaurants are as popular as Chinese restaurants because of globalization and cultural integration. However, to local restaurateurs and managers, managing a Western-style restaurant in terms of localization and hospitality on value-in-eat creation presents both academic and practical issues. Thus, this paper aims to investigate Western-style restaurant hospitality management alternatives on the value-in-eat creation process in Taiwan using a data mining approach.Design/methodology/approachBased on a market survey, a total of 1,187 questionnaires was incorporated into a database. The questionnaire design is divided into 7 parts with 35 items. All questions are designed as nominal and ordinal (not the Likert scale) scales. Data mining approach, including cluster analysis and association rules, cluster analysis is investigated possible customer profiles and association rules is implemented to explore customer preference patterns and rules on the value-in-eat creation process.FindingsData mining results show two patterns including Pattern 1: meal patterns and customer preferences for restaurant hospitality management and Pattern 2: customer relationship management (CRM) for restaurant hospitality management that customer profiles and preferences on meal patterns, service patterns and CRM are engaged to suggest effective Western restaurant hospitality management alternatives, such as proper bundles for restaurant types, meals, exotic atmosphere and services of hospitalities in terms of a value-in-eat creation process.Originality/valueTo the best of the authors’ knowledge, this study is the first study to investigate consumers’ behaviors in Western-style restaurants using the measurement of nominal and ordinal scale for questionnaire development and further to implement a data mining approach on selected data samples. In addition, this study illustrates the patterns/rules of Taiwan customer preferences that best explain the knowledge of how to manage Western-style restaurants from the perspective of customer hospitality using data mining.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Dec 1, 2021

Keywords: Restaurant; Restaurant hospitality management; Data mining; Meal and service hospitality; Customer relationship management; 餐厅; 餐饮服务管理; 数据挖掘; 饮食和服务; 客户关系管理

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