Western and Asian Customers' Perceptions Towards Chinese Restaurants in the United States

Abstract

Chinese food is one of the three most popular ethnic foods in the United States (U.S.). However, relative little research attention has been paid to this segment, especially in the areas of service quality and customer satisfaction. This study is conducted in a Chinese restaurant located in the midwestern U.S. The purpose of this study is threefold: to identify the determinant factors of customers’ satisfaction, to determine the relationship between customers’ satisfaction and revisit intention, and to examine the moderating effect of culture on these relationships. The study revealed that three aspects of Chinese restaurant service performance determine customers’ overall satisfaction, and customers’ overall satisfaction is a significant mediator of customers’ revisit intention. Finally, culture moderated the relationship between employees’ service performance and customers’ overall satisfaction.