A Quantitative Analysis of Intercultural Communication and Personality: The Case of Coffee Shop Consumers in Cambodia

Ihtiyar, Ali; Aras, Osman Nuri; Öztürk, Mustafa

doi:10.1007/978-981-13-2463-5_8

Cited by 1 publication

(1 citation statement)

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“…On the one hand, communication and emotional skills of employees seem to be of utmost importance to interact with guests and provide successful service processes (Lloyd and Luk, 2011; Mattila and Enz, 2002). On the other hand, an increasing number of cross-cultural service encounters occur, leading to the need to train employees for culturally sensitive communication and services in restaurants (Lee, 2015; Ihtiyar et al , 2019). Besides, environmental factors such as atmosphere have shown to positively affect customers' intentions but appear more challenging to manage (Liu and Tse, 2018).…”

Section: Discussionmentioning

confidence: 99%

Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach

Bichler

Pikkemaat

Peters

2020

JHTI

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PurposeQuality in foodservices has become essential, and new methodological ways of determining service quality enable a better representation of service processes and help to increase revisits. This paper focuses on the foodservice context and explores the relationship between staff-related service dimensions, atmosphere, food quality and revisit in a full-service setting.Design/methodology/approachThis study combines an often neglected mystery guest approach with partial least square–structural equation modeling (PLS-SEM) to shed more light on customers' service perceptions. The mystery guest approach has been updated with a digitally supported smartphone questionnaire (e-mystery) that provides more reliable results since previous measurements experienced difficulties of feasibility in time-limited settings (N = 247).FindingsThe findings of this study confirm the direct effects of the service quality dimensions reliability, attentiveness and atmosphere on revisit intention and highlight the mediating role of food quality. In detail, the findings showed significant results for service employees' reliability and attentiveness and underlined the role of atmosphere for revisit intention.Originality/valueThe contribution of this paper supplements that mystery guest approaches represent a reliable alternative to convenience sampling, especially in combination with a digitally supported questionnaire (e-mystery). Thereby, this paper suggests the further application of e-mystery for the hospitality and tourism industry. In terms of implications, this study highlights the importance of securing food quality by fostering specialized schools and training programs for career starters. Since the findings stress the importance of service quality and atmosphere, managers need to ensure that employees are trained in culturally sensitive communication and services to excel in service-related dimensions.

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