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    Preferential segmentation in F&B service innovation
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    Abstract:
    Innovative services in the food and beverage (F&B) industry are key to meeting consumers' preferences. Several current service innovations require consumer involvement. Service-dominant (S-D) logic theory emphasizes the co-creation of services by service providers and consumers. Accordingly, this study explores consumer preferences for F&B service innovations by categorizing preferred service innovations and performing a cluster analysis to compare demographic and restaurant consumption patterns among clusters. We conducted an online consumer survey using convenience sampling (518 valid responses). Consumer preference was highest for "customized services," followed by "epidemic prevention and hygiene measures," and "dining reservation system" at restaurants. The factor analysis of service innovation included six factors: innovative dining, technology-assisted ordering, intelligent cuisine, green dining, home cooking, and smart robots. The three clusters included innovation neutrals, innovation enthusiasts, and traditional consumers.
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    Service Innovation
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