Lang is Winning intangible experience

 Food business operators must understand the nature of the industry in order to succeed, the road
text / Lang Chinese University of Hong Kong, corporate governance, China's top scholars
more than 10% annual economic growth rate, per capita income increase in demand for the catering industry. For this reason, restaurants have come into being in different areas, some restaurants have successfully started their places considerable profits and income, but there are more restaurants failed. In addition, there are some restaurants in the original areas which was very successful, but one left the field, they run of poor management, was forced to close stores.
tangible and intangible experiences
experience let us carefully think about what factors make you walk into a restaurant Catering? Why did you choose to eat out rather than cook at home? is actually very simple, because the restaurant can not give you a unique experience at home. For example, customers do business with, you will choose to go to a quality good, high style restaurant, the one good atmosphere, not too noisy; secondly to give visitors a feeling of respect, this is a unique restaurant experience to us.
In fact, these experiences can be divided experience of tangible and intangible experiences. tangible experience which refers to direct experience and the experience can be quantified. For example, the taste of dishes, service quality, environmental quality and so on. to taste, for example, the taste of food is available from our directly felt facial features, but also to score based on subjective judgments, which is tangible experience. intangible experience it is hard to refer to those only able to understand the feelings. this feeling is through the restaurant's decor, style, service and even food, etc. various other factors arising from experience. a successful restaurant is its ability to give customers value for money experience.
understand the nature of the industry
China's catering industry is now at the stage of vigorous development, but in fact they they also faced a lot of impact. However, to the catering industry based or even successful, entrepreneurs must be careful to understand the nature of the catering industry in order to succeed the road.
above analysis allows us to understand, a successful restaurant, it must be provided to the customer experience both: visible and invisible experience to experience. With the upgrading of the restaurant style, intangible experience will become increasingly important. Therefore, a restaurant, its food, service, environment so well, still is not enough, the only part to meet customer needs. a restaurant to be successful, need to meet the needs of another part of the customer, this is the intangible experience. to Ah Yat Abalone example. Although Ah Yat Abalone in terms of food, services, environment and other aspects of physical experience is not good enough, but customers still find value for money, because it makes up the invisible visible lack of experience. Thus the essence of food and beverage industry is the basis of physical experience must be provided under the intangible experience in order to satisfy our customers, this is what we say In fact, between the satisfaction of the existence of a balance. the restaurant's own position has been determined that it should be priced in the market. If restaurants want to improve pricing, you must upgrade the restaurant's own experience of the tangible and intangible, to compensate for the increased customer pay. Conversely, if the deterioration of the quality dining experience, and also need to cut prices to compensate customers, maintain customer satisfaction. Here we can draw an interesting conclusion, is to enhance the restaurant's style, from the environment and services to be start, although the store level, these two factors the most important. but then increases to the maximum of these two factors, it should be noted that if you want to enhance the restaurant's style, we must first improve the environment and services. The In contrast the taste of food is becoming increasingly important in the process. This is the experience of other service industries is also worth drawing entrepreneurs!