U.S. Customer Perceptions Toward Chinese Restaurant Service Quality: An Importance and Performance Approach

Abstract

The purpose of this study was to provide empirical information necessary for filling some gaps in the extant literature on Chinese restaurant service quality in a U.S. setting. Using a case approach, the study investigated customers' perception toward the various service aspects of a Chinese restaurant in the United States. Applying the Importance-Performance Analysis technique, the study also identified the areas of services that require special attention. Several comparisons were made to identify the influence of different demographic characteristics on customers' service quality perceptions.