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

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Title Western and Asian Customers' Perceptions Towards Chinese Restaurants in the United States
Author Ma, Emily; Qu, Hailin; Njite, David; Chen, Su
Journal Name Journal of Quality Assurance in Hospitality & Tourism
Year Published 2011
Place of publication United States
Publisher Routledge
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.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/1528008X.2011.541818
Copyright Statement Copyright 2011 Routledge. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
Volume 12
Issue Number 2
Page from 121
Page to 139
ISSN 1528-008X
Date Accessioned 2011-02-22
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Operations Research; Theoretical and Applied Mechanics
URI http://hdl.handle.net/10072/39297
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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