This study integrated the service gap of the PZB model, hidden importance and Taguchi’s quality engineering to develop a new two-dimensional strategic matrix, the Hidden Importance and Relative Quality Performance (HI-RQP) model. The HI-RQP model was then used to determine the managerial implications and improvement direction of memorable dining experience (MDE) attributes of Michelin-starred restaurants (MSRs).
This study collected 619 MDE questionnaires from customers of seven MSRs.
The results reveal that the HI-RQP model comprises four quadrants. Professional and high-quality service, carefully prepared dishes, restaurant style and customer-oriented service attitude are competitive advantages that should be maintained. Conversely, taste and freshness that exceed customers’ expectations and provide extra services to customers are MDE attributes that require urgent improvement.
Besides contributing practically to the enhancement of MDE in MSRs, the findings facilitate a more plausible identification of MDE attributes by integrating various theories into the HI-RQP model.
