Does a server's attentiveness matter? Understanding intercultural service encounters in restaurants

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20 Scopus citations

Abstract

Interaction between customers and servers from different cultures provides an interesting case of intercultural communication. Although a server's attentive service on customers is common in full service dining restaurants, especially in the United States, this may not be preferable to customers from different cultures. Two studies examined cultural differences between Americans and Japanese customers on their preferences regarding U.S. restaurant servers' attentiveness and a moderating effect of culture on the relationship of server attentiveness with customer orientation, customer satisfaction and tip. A survey study (N = 975) and an experimental study (N = 145) found that server attentiveness had a positive effect on customer orientation, customer satisfaction and the amount of tip for Americans, but not Japanese customers. Implications and future directions were discussed.

Original languageEnglish
Pages (from-to)134-144
Number of pages11
JournalInternational Journal of Hospitality Management
Volume50
DOIs
StatePublished - 1 Sep 2015

Keywords

  • Customer orientation
  • Customer satisfaction
  • Intercultural service encounter
  • Server attentiveness
  • Tip

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