TY - JOUR AU - เจียรกุล, ธันยมัย PY - 2019/06/27 Y2 - 2024/03/29 TI - Cultural Dimensions of Chinese that Affect to the Service Quality Expectations of Thai Restaurants JF - Business Review Journal JA - bus. rev. j. VL - 11 IS - 1 SE - Research Articles DO - UR - https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/198375 SP - 196-212 AB - <p>This research focused on (1) studying culture factors of Chinese customers affecting<br>to service quality expectations of Thai restaurants (2) Finding recommendations of service<br>quality development of Thai restaurants to implement in China. The research combined<br>both quantitative and qualitative methodologies. Quantitative research was used by distribute<br>questionnaires to 300 Chinese customers and quantitative research was in-depth interview with<br>2 Chinese customers. Accidental sampling was used, and data analysis statistics were frequency,<br>percentage, mean, standard deviation and multiple regression analysis. The research found<br>that the cultural dimension of Chinese customers gave the highest priority was masculinity/<br>Femininity (MAS). In terms of service quality expectations, the Chinese customers had the<br>highest perceived was reliability. The results of the Hypothesis testing showed that Chinese<br>customers perceived that the MAS, Uncertainty Avoidance Index (UAI) and Long-term<br>Orientation Index (LTO) dimensions were the variables that influence service quality<br>expectations.</p> ER -