CERS Research Seminar Series

Co-Creating Engaging Experiences in the Chinese Restaurant Sector: A Cross-Regional Study

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The notion that ‘food is the first thing for people,’ is the most important and essential idea in Chinese life and so restaurants play a major role in Chinese social life. This research seeks to close the gap between what is and what isn’t currently known about Chinese consumer behaviour, in the specific context of co-creation behaviour in Chinese full-service restaurant.

  • From: Wednesday 12 April 2017, 12 am
  • To: Wednesday 12 April 2017, 12 am
  • Location: N31, Newton building, Main Entrance, Nottingham Trent University, City Campus, Goldsmith Street, Nottingham, NG1 4BU
  • Booking deadline: Wednesday 29 March 2017, 12.00 am

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Event details

Abstract
The notion that ‘food is the first thing for people,’ is the most important and essential idea in Chinese life and so restaurants play a major role in Chinese social life. This research seeks to close the gap between what is and what isn’t currently known about Chinese consumer behaviour, in the specific context of co-creation behaviour in Chinese full-service restaurant.

With the rise of the service-dominant logic paradigm, the notion of co-creation and its associated term, customer engagement, have attracted a great deal of attention. Although they are explored extensively in Western context and are suggested as strategic tools that can bring higher value for both firm and its customers, only a few studies have explored them in a Chinese context. Existing studies on customer experience are mainly concerned with large companies and their customers, but not on restaurants and their customers. This research suggests Chinese restaurant consumers are more willing to participate in the co-creation of their dining experiences than might have been expected.

About the author:

Tengfei Ma is a PhD student in the Marketing Department of Nottingham Business School and who has submitted his final thesis. His supervisors are Tony Woodall, Lisa Siebers, and Abraham Brown. He has a Master’s degree in Marketing from University of Leicester, and a BA in Business from University of Hull.

For more information and to book your place at this seminar, please email Nelson Blackley.

Booking information

For more information and to book your place at this seminar, please email Nelson Blackley.

Location details

Room/Building:

N31, Newton building, Main Entrance

Address:

Nottingham Trent University
City Campus
Goldsmith Street
Nottingham
NG1 4BU

Past event

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