Do Chinese cultural values affect customer satisfaction/loyalty

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Title Do Chinese cultural values affect customer satisfaction/loyalty
Author Hoare, Rui Jin; Butcher, Kenneth John
Journal Name International journal of Contemporary Hospitality Management
Editor Dr Fevzi Okumus
Year Published 2008
Place of publication UK
Publisher Emerald
Abstract Purpose – The purpose of this study is to investigate the antecedent roles of the Chinese cultural values of “face” and “harmony” in influencing customer satisfaction/loyalty, and the service quality dimensions that are most salient to the context of Chinese diners. Design/methodology/approach – A self-administered survey was conducted for a convenience sample of Chinese diners in Australia. Findings – A factor analysis revealed three service quality dimensions: interaction quality, food appeal, and performance comparison. The results of a series of regression equations showed that both cultural factors and three quality dimensions are significantly and positively correlated to both customer satisfaction and customer loyalty. “Face” was shown to have an influence on customer satisfaction, while food appeal and performance comparison were found to influence both customer satisfaction and loyalty. Gender moderated the influence of both cultural values and quality on customer satisfaction and loyalty. Research limitations/implications – A student sample limits generalisability of the findings to a wider population. Practical implications – In addition to insights on restaurant market segmentation, ideas to enhance the service encounter experience for diners are offered.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com
Alternative URI http://dx.doi.org/10.1108/09596110810852140
Volume 20
Issue Number 2
Page from 156
Page to 171
ISSN 0959-6119
Date Accessioned 2009-03-06
Date Available 2009-11-19T05:20:21Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Tourism Marketing
URI http://hdl.handle.net/10072/22342
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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