Abstract
<p>The primary aim of this research is to study the influence of customers’ national culture on Perceived Performance of Restaurant Services (PPRS) in Petra city. Restaurant service quality links to server behavior in relation to customers’ cultural background were researched thoroughly considering the attributes of servers’ accommodation, sanitation, product knowledge, entertainment, professionalism, and cordiality. The present research was carried out using a self-administrated questionnaire which was surveyed on 155 tourists from different nationalities. Results of data analyses applied in the current study support the impact of national culture on tourists’ PPRS. The culture influence was significantly direct on some of the service quality factors (entertainment, sanitation and product knowledge) and indirect on other factors (professionalism, accommodation and cordiality). A detailed explanation was provided in the present study to contribute in wider understanding of how national culture and its dimensions may shape the perceptions of food service quality.</p>
Highlights
Based on the nature of service as intangible, variable, perishable, and inseparable, it is difficult to assess the perceived service without considering the service customer characteristics; Kotler and Keller (2012) emphasize that companies must manage service quality by understanding each service customer
The sample was biased towards the elder age group with 72.3% of the respondents being aged over 36 years, while the remaining 27.7% of the tourists were less than 35 years of age, indicating a tendency for elder tourists to visit Petra more than young ones, close to the nationality distribution by region of visitors to Jordan, European countries (58.4%), Asian and pacific countries (23%), American countries (11.5%) (JMTA, 2015); A large group of participants 54 (34.8%) were Asians with 37 (23.9%) belonging to the Anglo-Saxons culture group, 32 (20.6%) from northern Europe countries, 12 (7.7%) from southern Europe countries, 10 (6.5%) from eastern European countries and another 10 (6.5%) from South America
The demographic characteristics of the sample were consistent with those found in a previous research by Alhelalat (2010) and those collected by Petra Archeological Park (PAP) and were accessed by personal communication lately
Summary
Based on the nature of service as intangible, variable, perishable, and inseparable, it is difficult to assess the perceived service without considering the service customer characteristics; Kotler and Keller (2012) emphasize that companies must manage service quality by understanding each service customer. They state that there is a need for both internal and external marketing to emphasize the importance of the employee role and customer role in service marketing. Manhas, and Ramjit (2011) stress on the fact that service quality has a positive impact on areas within the organization such as employee morale, reduction in costs and waste, and time management. Parasuraman, Zeithaml, and Berry (1988) define service quality as the discrepancy between consumers’ perceptions of services offered by a particular firm and their expectations about firms offering such services
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