레스토랑 경영에서 대기시간의 중요성에 대한 인식과 함께, 물리적 시간과 인지적 시간의 차이를 측정하기 위한 유사설계 실험연구가 실제 레스토랑 환경에서 실행되었다. 특히, 본 연구는 미국고객과 한국고객의 성별 과 문화적 차이에 따른 대기시간 행동 비교를 집중적으로 탐색하였다. 그 결과, 한국 여성고객들에 비하여 미국 여성고객이 대기시간에 대하여 더 빨리 불편하게 반응하였다. 또한, 한국 여성고객들이 다른 고객들에 비해 실제 경험한 물리적 시간보다 더 많이 기다린 것으로 인지하였다. 하지만, 성별에 따른 인지적, 물리적 대기시간의 차이는 양 집단 모두에서 발견되지 않았다. 본 연구의 결과를 바탕으로 레스토랑 운영자들이 레스토랑 운영전략을 수정할 수 있을 것으로 기대된다.
레스토랑 경영에서 대기시간의 중요성에 대한 인식과 함께, 물리적 시간과 인지적 시간의 차이를 측정하기 위한 유사설계 실험연구가 실제 레스토랑 환경에서 실행되었다. 특히, 본 연구는 미국고객과 한국고객의 성별 과 문화적 차이에 따른 대기시간 행동 비교를 집중적으로 탐색하였다. 그 결과, 한국 여성고객들에 비하여 미국 여성고객이 대기시간에 대하여 더 빨리 불편하게 반응하였다. 또한, 한국 여성고객들이 다른 고객들에 비해 실제 경험한 물리적 시간보다 더 많이 기다린 것으로 인지하였다. 하지만, 성별에 따른 인지적, 물리적 대기시간의 차이는 양 집단 모두에서 발견되지 않았다. 본 연구의 결과를 바탕으로 레스토랑 운영자들이 레스토랑 운영전략을 수정할 수 있을 것으로 기대된다.
In recognition of the significance of waiting time in restaurant management, a quasi-experimental design was employed to measure the gap between actual and perceived waiting time in a real restaurant setting. In particular, this study focused on a comparison of Americans and Koreans to explore gende...
In recognition of the significance of waiting time in restaurant management, a quasi-experimental design was employed to measure the gap between actual and perceived waiting time in a real restaurant setting. In particular, this study focused on a comparison of Americans and Koreans to explore gender and culture differences in customer waiting behaviors. The results indicated that compared to American women, Korean women are more tolerant of waiting, and reported perceived waiting time as much longer than actual waiting time. However, there are no gender differences in both cultures. It is anticipated that managers will be able to adjust their operational strategies based on these results.
In recognition of the significance of waiting time in restaurant management, a quasi-experimental design was employed to measure the gap between actual and perceived waiting time in a real restaurant setting. In particular, this study focused on a comparison of Americans and Koreans to explore gender and culture differences in customer waiting behaviors. The results indicated that compared to American women, Korean women are more tolerant of waiting, and reported perceived waiting time as much longer than actual waiting time. However, there are no gender differences in both cultures. It is anticipated that managers will be able to adjust their operational strategies based on these results.
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문제 정의
For this reason, this study posits that there are gender differences in customer waiting behaviors. Based on the recognition, this study examined the effect of cultural and gender differences in perceived waiting time with an experimental design because understanding culture and gender differences is fundamental to market segmentation. Research on culture and gender differences with respect to waiting time is assumed to improve customer satisfaction, which can allow managers to offer customized service.
This study assumes that similar cultural differences in consumer behavior may be seen in waiting areas in a restaurant setting because waiting behaviors have been dealt as psychological concept (Maister, 1985; Sampson · Seawright, 2007), and the concept is about one of representative customer behaviors affected by culture differences. For this reason, this study examines the customer waiting behaviors according to culture differences. Thus, the first research question is as follow:
5] describe the gap between perceived and actual waiting time with a comparison of Americans and Koreans. The findings in this study are that there are significant differences in the gap between perceived and actual waiting time between Korean women and American women. Specifically, the sections labeled GAP record the mean actual waiting time subtracted from the mean perceived waiting time at the point of uncomfortable feeling and willingness to leave.
This study focuses on measuring gender and culture differences in the gap between actual and perceived waiting time. The findings show culture differences in customer waiting behavior, such that Korean customers perceived waiting time to be much longer than actual waiting time compared to American customers.
Specifically, the sections labeled GAP record the mean actual waiting time subtracted from the mean perceived waiting time at the point of uncomfortable feeling and willingness to leave. Thus, this study identified culture differences in consumer waiting behavior in a restaurant setting. Therefore, the results indicated American women are less tolerant of waiting than Korean women based on the differences in actual waiting time, while American women perceived the gap between actual waiting time and perceived waiting time as shorter than those of Korean women, which means that American women relatively perceived their waiting time in an accurate manner.
가설 설정
Question 1: Does perceived waiting time vary depending on customers' culture?
Question 2: Does perceived waiting time vary depending on customers' gender?
제안 방법
An experimental design was employed in order to measure the gap between actual and perceived waiting time within the context of the comparison of Koreans and Americans. A total of 20 respondents were voluntarily recruited from a university in the Midwestern area of the U.
Based upon a recognition of the importance of measuring the gap between actual and perceived waiting time, this study will examine culture differences between two groups in perceived waiting time, identify gender differences in perceived waiting time, and examine attributes (party size, the friendliness among members, the degree of hunger, whether members had a later appointment, time of occupancy, and so on) which may influence waiting time.
This study was not able to identify the relationship among waiting attributes which may influence waiting time and the gap between perceived waiting time and actual waiting time due to the small sample size. For this reason, a future study will employ several different conditions for the same participant in order to examine waiting attributes (e.g., waiting fairness, mood, party size, relationship with the party group) affecting perceived waiting time. In addition to waiting attributes, distracters (e.
In addition, regarding measurement issue, this study investigated both actual waiting time and perceived waiting time at the same time. Compared to previous studies examining both waiting times under different experimental settings (e.
The questionnaire used in this study was developed based on a review of related studies exploring perceived waiting time and customer responses to waiting time. Before conducting primary investigation, the quality and procedures of the experiment were verified by questions about realism of the experiment and interference from others.
This study was not able to identify the relationship among waiting attributes which may influence waiting time and the gap between perceived waiting time and actual waiting time due to the small sample size. For this reason, a future study will employ several different conditions for the same participant in order to examine waiting attributes (e.
데이터처리
In order to remedy shortcomings regarding sample size, this study examined follow-up test, which is Mann-Whitney U test (i.e., one of nonparametric tests). The results also supported the culture differences between Korean and American at the point of uncomfortable feeling (p < 0.
성능/효과
However, the results indicated that there are no main effects for gender difference at the point of uncomfortable feeling, and the point of willingness to leave, and there are no interaction between gender difference and culture difference at the point of uncomfortable feeling, however, there are interaction between gender and culture difference at the point of willingness to leave (F = 4.60, p < 0.05).
The results indicated significant main effects for culture difference at the point of the customer’s experiencing uncomfortable feelings (F =5.70, p < 0.05), and main effects for culture difference at the point of willingness to leave (F = 10.64, p < 0.01).
Thus, this study identified culture differences in consumer waiting behavior in a restaurant setting. Therefore, the results indicated American women are less tolerant of waiting than Korean women based on the differences in actual waiting time, while American women perceived the gap between actual waiting time and perceived waiting time as shorter than those of Korean women, which means that American women relatively perceived their waiting time in an accurate manner.
01), while gender differences were not found at either point of time. Thus, the results indicated that compared to Americans, Koreans perceived the time spent in the waiting area to be longer than actual waiting time, though Koreans are more tolerant of waiting than Americans.
Using an independent T-test, significant mean differences were found in culture difference in the gap between perceived and actual waiting time at the point of the customer’s experiencing uncomfortable feelings as a result of the wait (T:-2.455, p < 0.05) and at the point of the customer’s willingness to leave the restaurant as a result of the wait (T: -3.355, p < 0.01), while gender differences were not found at either point of time.
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