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Does Cultural Difference Affect Customer’s Response in a Crowded Restaurant Environment? A Comparison of American Versus Chinese Customers

^* To whom correspondence should be addressed. E-mail: kimdae{at}missouri.edu.

	Abstract

This study focused on demonstrating cultural differences between American and Chinese people in terms of a customer’s perception of congestion and attribution in a crowded restaurant environment setting. It has been noted that culture has a substantial impact on a customer’s affection and judgment. Congestion in service environments is a critical antecedent of a customer’s evaluation of service quality. Considering the two main themes, this study examined how cultural differences play a role in explaining a customer’s attribution within the context of a crowded restaurant. Through the study of customers from two different cultures, participants’ responses regarding a similarly crowded environment in a restaurant were compared. This research reveals that cultural differences exist between the individuals from the two countries in terms of perceived congestion and customer attribution.

First published on October 19, 2009
Journal of Hospitality & Tourism Research 2009, doi:10.1177/1096348009349817


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