Impact of scenario-based customer process flow on customer emotion and loyalty

This paper tries to explore the effect of customer process flow on customer emotion and loyalty by analysing three customer process flows of presenting fruits in restaurant service under the guidance of scenario-based empirical research method. Using the analysis technique of mean, ANOVA, multiple comparisons, it concludes that delight emotion and loyalty level of presenting fruits in pre-dinner is higher than those in in-dinner and post-dinner, which provides empirical evidence for improving restaurant service process and enhancing customer loyalty. In addition, this research provides good revelation and reference in building customer process flow consciousness and effectively designing customer process flow.