DOES CULTURAL DIFFERENCE AFFECT CUSTOMER'S RESPONSE IN A CROWDED RESTAURANT ENVIRONMENT? A COMPARISON OF AMERICAN VERSUS CHINESE CUSTOMERS

This study focused on demonstrating cultural differences between American and Chinese people in terms of a customer's perception of congestion and attribution in a crowded restaurant environment setting. It has been noted that culture has a substantial impact on a customer's affection and judgment. Congestion in service environments is a critical antecedent of a customer's evaluation of service quality. Considering the two main themes, this study examined how cultural differences play a role in explaining a customer's attribution within the context of a crowded restaurant. Through the study of customers from two different cultures, participants' responses regarding a similarly crowded environment in a restaurant were compared. This research reveals that cultural differences exist between the individuals from the two countries in terms of perceived congestion and customer attribution.