The Role of National Culture on Relationships Between Customers' Perception of Quality, Values, Satisfaction, and Behavioral Intentions

Abstract

The purpose of this paper is to examine the influence of individualistic cultures (such as the American culture) and collectivistic cultures (such as the Chinese culture) on the interrelationship among service quality, food quality, perceived value, customer satisfaction, and behavioral intentions in the fast-food industry. First, the authors provide empirical evidence of the robust relationships among the constructs across diverse cultures. Second, they investigate how moderator variables such as customer age, gender, and national culture affect customer behavioral intentions. Moreover, they examine how national culture, as a moderator, affects the magnitude of the relationships among these constructs. Using survey data collected from the United States and China, results indicate that national culture does have a moderating effect on the relationships and there are differences in the behavioral intentions of American and Chinese customers. More specifically, in the United States, service quality and food quality have a stronger influence on customer satisfaction than in China. Also, the effect of perceived value on customer satisfaction and the effect of customer satisfaction on customers' behavioral intentions are stronger in China than in the United States. Overall, the findings provide rare crosscultural insights and thus serve as building blocks for strategies in the global fast-food domain. Key words: culture differences, fast-food industry, service quality, structural equation modeling A2. You feel safe conducting financial transactions with the employees. A3. Its employees are consistently friendly and courteous. A4. Its employees are knowledgeable about your food and beverage questions.

Pengaruh Atmosferik terhadap Kepuasan dan Niatan Perilaku Konsumen

“…Di sisi lain kualitas makanan berpengaruh secara signifikan terhadap kepuasan pelanggan, demikian juga halnya dengan harga/nilai (price/value). Sehingga dapat dikatakan bahwa kualitas makanan dan harga/nilai memiliki pengaruh signifikan terhadap niatan perilaku konsumen dengan dimediasi oleh peubah kepuasan pelanggan Wen et al (2012) menguji pengaruh budaya individualistik orang Amerika dan budaya kolektivistik orang China terhadap interrelasi kualitas layanan, kualitas makanan, nilai yang dirasakan, kepuasan pelanggan, dan niatan perilaku konsumen di industri makanan siap saji. Mereka menguji bagaimana budaya nasional sebagai moderator sangat berpengaruh pada hubungan peubah-peubah tersebut.…”

“…Model konseptual ini merupakan integrasi model konseptual Ha dan Jang (2012), Qin dan Prybutok (2008) dan Wen et al (2012). Ha dan Jang (2012) menguji model konseptual pengaruh atmosferik terhadap niatan perilaku konsumen yang dimediasi oleh kualitas layanan dan kualitas makanan.…”

“…Qin dan Prybutok (2008) menguji model konseptual pengaruh kualitas layanan, kualitas makanan dan nilai yang dirasakan terhadap niatan perilaku konsumen yang dimediasi oleh kepuasan pelanggan. Wen et al (2012) menguji model konseptual pengaruh nilai yang dirasakan, kualitas layanan dan kualitas makanan terhadap niatan perilaku konsumen yang dimediasi oleh kepuasan pelanggan. Penelitian ini menguji pengaruh atmosferik terhadap kepuasan dan niatan perilaku konsumen pada restoran "X" dengan mediasi kualitas layanan, nilai yang dirasakan dan kualitas produk.…”

Measuring Perceived Service Quality of Fast Food Restaurant in Islamic Country: A Conceptual Framework

“…More completely, table 1 shows some service quality models that are specifically designed for measuring service quality in fast food restaurant. [14] Assurance and empathy, food cleanliness, responsiveness, reliability, and tangibles Qin et al [12] Recoverability, assurance, tangibles, empathy, responsiveness, and reliability Wen et al [11] Recoverability, assurance, tangibles, empathy, responsiveness, and reliability Campos and Nobreda [31] Dimensions were identified to be different in each stage customer must perform to obtain fast food. Yunus et al [36] assurance, tangibles, empathy, responsiveness, reliability, low food prices, short service time and convenient location Based on the previous explanation, it can be concluded that researchers who discussed fast food restaurant service by involving service quality dimensions that represents the performance of service companies in satisfying Muslim customer needs related to Islamic values is very limited.…”

“…Referring to the explanation on the previous paragraph, a fast food restaurant needs to monitor and improve its service quality in order to win business competition [9,10]. Furthermore, empirical researches have proved that fast food restaurant service quality positively affects customer satisfaction [11,12,13,14], revisit intention [13,15] and customer's purchasing decision [16].…”