Cultural Dimensions of Chinese that Affect to the Service Quality Expectations of Thai Restaurants

  • ธันยมัย เจียรกุล Faculty of Business Administration, Thai Ni-Chi Institute of Technology, Thailand
Keywords: Cultural Dimensions, Service Quality Expectations, Thai Restaurants, Chinese Customers

Abstract

This research focused on (1) studying culture factors of Chinese customers affecting
to service quality expectations of Thai restaurants (2) Finding recommendations of service
quality development of Thai restaurants to implement in China. The research combined
both quantitative and qualitative methodologies. Quantitative research was used by distribute
questionnaires to 300 Chinese customers and quantitative research was in-depth interview with
2 Chinese customers. Accidental sampling was used, and data analysis statistics were frequency,
percentage, mean, standard deviation and multiple regression analysis. The research found
that the cultural dimension of Chinese customers gave the highest priority was masculinity/
Femininity (MAS). In terms of service quality expectations, the Chinese customers had the
highest perceived was reliability. The results of the Hypothesis testing showed that Chinese
customers perceived that the MAS, Uncertainty Avoidance Index (UAI) and Long-term
Orientation Index (LTO) dimensions were the variables that influence service quality
expectations.

Author Biography

ธันยมัย เจียรกุล, Faculty of Business Administration, Thai Ni-Chi Institute of Technology, Thailand

Faculty of Business Administration, Thai Ni-Chi Institute of Technology, Thailand

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Published
2019-06-27
How to Cite
เจียรกุลธ. (2019). Cultural Dimensions of Chinese that Affect to the Service Quality Expectations of Thai Restaurants. Business Review Journal, 11(1), 196-212. Retrieved from https://www.tci-thaijo.org/index.php/bahcuojs/article/view/198375
Section
Research Articles