Examining Expectations and Acceptable Wait Time of Fast-Food Restaurant Service : A Cross-National Comparison of American and Thai패스트푸드 레스토랑 고객들의 서비스 기대 차이 및 수용 가능한 서비스 대기시간에 대한 연구 : 미국과 태국 소비자 간의 문화적 비교연구
- Other Titles
- 패스트푸드 레스토랑 고객들의 서비스 기대 차이 및 수용 가능한 서비스 대기시간에 대한 연구 : 미국과 태국 소비자 간의 문화적 비교연구
- Authors
- 야드마니 테파논; 박근순; 현성협
- Issue Date
- Feb-2013
- Publisher
- 한국호텔경영학회
- Keywords
- expected service delivery time; service quality; fast food; cross-national comparison; Hofstede' s cultural dimensions; 서비스 기대시간; 서비스 품질; 패스트 푸드; 문화적 비교분석; Hofstede의 문화적 요인
- Citation
- 호텔경영학연구, v.22, no.1, pp.113 - 129
- Indexed
- KCI
- Journal Title
- 호텔경영학연구
- Volume
- 22
- Number
- 1
- Start Page
- 113
- End Page
- 129
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/163377
- ISSN
- 1226-8747
- Abstract
- The discussion about patrons' expected and acceptable wait time has been in the spotlight in the restaurant management research. The purpose of the study is to examine the differences between American and Thai with regards to the expectations and the acceptable wait time of fast-food restaurants service. First of all, service quality literature was thoroughly reviewed. Then, based on Hofstede's cultural dimensions, potential cultural differences between America and Thai were proposed, thus hypothesized. To empirically test the hypothesized argument, data was collected from 151 US fast-food consumers and 160 Thai consumers. In total, 311 samples were used for the data analysis. The independent sample t-test and the Mann-Whitney U test were conducted respectively. The results show that even though the service expectations were fairly similar between both groups, Americans and Thai,cultural differences still played an important role in shaping the service expectations of customers. Also, there is a significant difference of the acceptable wait time for the entire order transaction at a fast-food restaurant. Also, Thai expected the shorter wait time than Americans for the entire order transaction at a fast food restaurant. Therefore,international franchising restaurant companies should reduce wait time in the collectivism-oriented countries. Based on the findings, the theoretical and empirical implications were discussed. The findings provide new insights into cross-national comparison study in the food service area. Also, it is expected that restaurant managers can have practical guideline in the management of expected/acceptable wait time.
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