摘要
Based on servicescape and sensory marketing, this study developed a Memorable Dining Experiences with Five Senses Scale (MDEFS). In Study 1, five dimensions of MDEFS were extracted by a literature review and fourteen in-depth interviews. In Study 2, 882 responses were obtained from eight restaurants to verify the proposed theoretical dimensions. In Study 3, we replicated our findings using short-version MDEFS through 430 responses from eight Michelin-starred restaurants in Taiwan. A total of 436 statements were identified from interviews and were later narrowed down to 61 items under five dimensions. Our results found criterion-related validity of MDEFS with word of mouth, revisit intention, and restaurant attachment. A five-dimensional 40-item MDEFS was developed for the five senses: visual, sound, touch, taste, and olfaction. To the best of our knowledge, this study is one of the first attempts to develop a scale for Memorable Dining Experiences with Five Senses. The MDEFS can be utilized by restaurant managers in dining experience design and improvement.