The influence of culture on perceptions of service employee behavior

The influence of culture on perceptions of service employee behavior Purpose – The purpose of the study is to explore and compare customer perceptions of service encounter behavior in the USA and the Republic of Korea and to identify the relationship of the underlying behavioral dimensions to customer satisfaction. Design/methodology/approach – A questionnaire was designed to collect data in the USA and Korea. Exploratory factor analysis was employed to extract the most distinct set of behavioral dimensions underlying each culture. Predictive validity was examined using correlations and regression analysis. Findings – Key differences were found between US and Korean restaurant customers' perceptions of wait‐staff behavior and their impact on performance. While personalization was a significant predictor of satisfaction in the US sample, concern was a significant predictor for the Koreans. Courtesy and civility were important to both samples. Practical implications – Customer satisfaction is strongly influenced by employee behavior. To ensure success in international markets, service providers should recognize and understand the differences that potentially exist based on nationality and culture. Resources allocation decisions pertaining to training and service provision should be designed to effectively respond to local customer needs. Originality/value – Previous research seeking to explain customer satisfaction has for the most part overlooked the interaction between the customer and the service provider. This research extends previous work by examining cross‐cultural differences and intends to provide a better understanding of restaurant customers in the USA and Korea, as well as to enable restaurant operators and managers to better service their clientele in the global marketplace. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

The influence of culture on perceptions of service employee behavior

Managing Service Quality, Volume 17 (3): 23 – May 22, 2007

Loading next page...
 
/lp/emerald-publishing/the-influence-of-culture-on-perceptions-of-service-employee-behavior-RLGl5QuZ1c
Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0960-4529
DOI
10.1108/09604520710744308
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of the study is to explore and compare customer perceptions of service encounter behavior in the USA and the Republic of Korea and to identify the relationship of the underlying behavioral dimensions to customer satisfaction. Design/methodology/approach – A questionnaire was designed to collect data in the USA and Korea. Exploratory factor analysis was employed to extract the most distinct set of behavioral dimensions underlying each culture. Predictive validity was examined using correlations and regression analysis. Findings – Key differences were found between US and Korean restaurant customers' perceptions of wait‐staff behavior and their impact on performance. While personalization was a significant predictor of satisfaction in the US sample, concern was a significant predictor for the Koreans. Courtesy and civility were important to both samples. Practical implications – Customer satisfaction is strongly influenced by employee behavior. To ensure success in international markets, service providers should recognize and understand the differences that potentially exist based on nationality and culture. Resources allocation decisions pertaining to training and service provision should be designed to effectively respond to local customer needs. Originality/value – Previous research seeking to explain customer satisfaction has for the most part overlooked the interaction between the customer and the service provider. This research extends previous work by examining cross‐cultural differences and intends to provide a better understanding of restaurant customers in the USA and Korea, as well as to enable restaurant operators and managers to better service their clientele in the global marketplace.

Journal

Managing Service QualityEmerald Publishing

Published: May 22, 2007

Keywords: Cross‐cultural management; Customer satisfaction; Service levels; Employee behaviour; Food service; Restaurants

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off