A case study on service quality of historical heritage combined with cultural and creative merchandise

Heritage tourism has gradually become a popular trend. Many people no longer focus only on the features or price of tourism; they also take artistic or creative value into account. Accordingly, service quality is a crucial determinant of consumer perception. The Hayashi Department Store in Taiwan is one of the most illustrative examples; it combines a historical setting with cultural and creative merchandise. This study empirically investigated service quality according to cultural and creative economic trends by investigating the department store. A survey of Hayashi Department Store visitors was conducted, 205 out of 220 provided responses valid for statistical analysis. The proposed service quality model comprised the four constructs of consumption value, service quality, consumer satisfaction, and behavioral intention. The mediation effect of consumer satisfaction between consumption value and behavioral intention, as well as the moderating effect of service quality between consumption value and consumer satisfaction were analyzed using regression and hierarchical regression analyses. This study showed that both consumption value and service quality enhanced consumer satisfaction and behavioral intention for the cultural and creative industry. Therefore, service quality can be seen as playing the most crucial role in this new economic trend by combining a heritage environment and creative products. © 2017, Chinese Society for Quality. All rights reserved.