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TASTE OF INDIA: A CASE STUDY OF INDIAN CUISINE IN TAIWAN
TASTE OF INDIA: A CASE STUDY OF INDIAN CUISINE IN TAIWAN
Anita Mandal*
Department of Tourism and Leisure, Chung Hua University, Taiwan 30012
*Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
Yao–Hsu Tsai
Department of Tourism and Leisure, Chung Hua University, Taiwan 30012
This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract
This study discusses localization of Indian cuisine and their impact on customer satisfaction in Taiwan based on the information gathered from field survey and online portals. Three aspects of Indian cuisine were explained. First, it describes how Indian cuisine is localized over Taiwan. Second, how Indian cuisine is maintained and presented to the local customer. Third aspect describes perception and satisfaction of local customers over Indian cuisine. It is observed that the authenticity of Indian cuisine is greatly compromised to attract local people in the business. Preparation of Indian cuisine is altered by use of locally available ingredients including spices and herbs which, modifies the taste and aroma of cuisine. A special unique style is adopted to represent Indian cuisine in Taiwan. Different restaurant settings are introduced to symbolize Indian culture irrespective of different Indian cuisine. In some cases, a single restaurant provides variety of cuisine e.g. Panjabi dishes along with Bengali food. The study determines that authentic Indian cuisine no longer exists and localized version of Indian cuisine is evolved. The survey shows that majority of the customers are satisfied over food quality and prefer to dine at Indian cuisine at least once in a year. It is believed that physical and environment setting of restaurant enhances customer satisfaction even though authenticity of the Indian cuisine is compromised while, high cost of food is dominant factor for less frequent returning behavior of customers.
Keywords: Authenticity, customer satisfaction, food survey, Indian cuisine.
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