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Article information:
To cite this document:
Moonkyu Lee Francis M. Ulgado, (1997),"Consumer evaluations of fast-food services: a cross-national comparison", Journal
of Services Marketing, Vol. 11 Iss 1 pp. 39 - 52
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http://dx.doi.org/10.1108/08876049710158358
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Customer perceptions
are susceptible to
cultural differences
THE JOURNAL OF SERVICES MARKETING, VOL. 11 NO. 1 1997, pp. 39-52 MCB UNIVERSITY PRESS 0887-6045
39
Fast-food restaurants
successful in South Korea
Literature on consumer
evaluation of services
40
SERVQUAL measures
perceptions of service
quality
41
A survey of US and
South Korean consumers
Research methodology
A survey was conducted with US and South Korean consumers to see if
there were significant differences in their perceptions of a fast-food
restaurant service. McDonalds was selected for the study because it had
expanded operations to South Korea and it was relatively well-known to
both US and Korean consumers (Business Korea, 1994). McDonalds
derives over 45 percent of its total income from international operations
outside the USA (Restaurants and Institutions, 1994).
The questionnaire
The questionnaire consisted of three sections. The first section dealt with
respondents expectations about the services provided by fast-food
restaurants in general. It included:
three items dealing with expectations about service cost (or food prices
in the present case), service time and convenience of service locations,
respectively.
Demographic profile
Results
Sample characteristics
Table I shows the demographic profile of the respondents. It also presents
the respondents usage of McDonalds, familiarity and involvement with fast
food restaurants in general. As can be seen, although the Americans,
compared to their Korean counterparts, were more familiar with fast food
restaurants, they considered the restaurants to be less important, useful and
relevant to their personal life.
Comparisons of service expectations
As mentioned earlier, the first section of the questionnaire measured
respondents expectations about various aspects of fast-food restaurants in
Variable
US sample
(n = 104)
Korean sample
(n = 89)
Overall
(N = 193)
Sex (%)
Male
Female
62.5
37.5
82.9
17.1
70.8
28.1
Age (%)
Under 20 years
20-30 years
Over 30 years
2.0
95.1
2.9
2.3
95.4
2.3
2.1
95.3
2.6
38.5
12.5
6.7
42.3
34.1
50.0
14.8
1.1
36.4
29.7
10.4
23.5
34.6
45.2
20.2
13.6
43.2
43.2
24.9
44.3
30.8
Frequency of usage
(times per month)
4.1
(3.2)a
3.8
(3.7)
4.0
(3.4)
Familiarity with
fast-food restaurantsb
2.5
(1.4)
1.6
(1.2)
2.1
(1.4)
Involvement with
fast-food restaurantsc
1.3
(1.6)
2.1
(1.2)
1.6
(1.5)
a
b
standard deviation
average ratings on three 9-point bipolar scales ranging from 4 to +4, where 4 = not-at-all
familiar, not-at-all knowledgeable and little experience of eating at fast-food restaurants, and
+4 = very familiar, very knowledgeable and considerable experience of eating at fast-food
restaurants (alpha = 76.7)
average ratings on three 9-point bipolar scales ranging from 4 to +4, where 4 = not-at-all
important, not-at-all useful and not-at-all relevant, and +4 = very important, very useful and
very relevant to my personal life (alpha = 87.0)
43
Service
dimension
US sample
(n = 104)
Korean
(n = 89)
Sample overall
(N = 193)
t-value
p-value
2.50
2.68
2.69
2.63
2.17
1.90
2.65
3.10
3.27
3.39
2.81
3.22
2.34
2.61
3.06
2.88
2.86
3.01
2.74
2.90
2.25
2.23
2.84
2.99
5.60
4.70
0.79
4.22
0.98
2.81
1.86
1.14
0.001
0.001
0.431
0.001
0.329
0.005
0.064
0.256
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Food prices
Service time
Location
Service
dimension
Overall value
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Low food prices
Short service time
Convenient location
US sample
(n = 104)
1.33
0.20
1.42
1.61
1.38
1.29
0.05
0.69
0.16
Korean sample
(n = 89)
Overall
(N = 193)
t-value
p-value
0.19
1.13
2.31
2.09
2.51
2.54
3.08
1.62
2.30
0.77
0.54
1.75
1.79
1.79
1.75
1.16
1.03
0.95
8.63
4.86
3.50
1.80
4.24
5.11
7.38
3.19
6.74
0.001
0.001
0.001
0.074
0.001
0.001
0.001
0.002
0.001
Service
dimension
Tangibles
Reliability
Assurance
Empathy
Low food prices
R2
F-statistic
US sample
(n = 104)
Coefficient t-value
0.25
0.31
Korean sample
(n = 89)
Coefficient t-value
ns
ns
2.75**
ns
3.45***
0.17
10.62***
0.56
0.26
0.17
ns
6.66***
ns
2.55*
2.34*
0.93
385.85***
Overall
(N = 193)
Coefficient t-value
0.32
0.23
0.32
5.23***
ns
2.59**
ns
6.74***
0.83
221.88***
Notes:
ns = t-value with a non-significant beta coefficient
* p < 0.05; ** p < 0.01; *** p < 0.001
Regression analyses
Stepwise regression analyses were performed to determine differential
effects of the service dimensions on perceived value. Specifically, the overall
ratings of perceived service value were regressed on the gap scores of the
various service value dimensions. The results are summarized in Table IV.
The overall regression model was highly significant (F = 221.88, p < 0.001)
with 83 percent of the variance in overall service value accounted for by
those independent variables. Among various service dimensions, tangibles,
assurance and lower food prices had the most significant impact on overall
service value (coefficients = 0.32, 0.23 and 0.32 respectively).
The regression models were also significant for both samples (F = 10.62,
p < 0.001 for the US sample; F = 385.85, p < 0.001 for the Korean sample)
with 17 percent and 93 percent of the variance (for the US and Korean
samples respectively) in the dependent measure explained by the
independent variables. While the US sample indicated low food prices and
assurance as the most important variables in determining overall service
value (coefficient = 0.31 and 0.25 respectively), the Koreans rated reliability
and empathy in addition to lower prices as the most significant variables
(coefficients = 0.56, 0.26, and 0.17, respectively).
Significant differences
between US and South
Korean consumers
Discussion
In general, study results indicate that significant differences may exist
between US and South Korean patrons in terms of their expectations and
perceptions of fast-food restaurant services, McDonalds in particular. To US
consumers, low food prices are of paramount importance in their evaluations
of fast-food establishments. In addition, assurance is also significantly
important to Americans. On the other hand, to Korean customers, service
dimensions other than low prices, such as reliability and empathy, increase
in relative importance (see Table IV). These findings essentially illustrate the
difference in roles that fast-food restaurants play in each of these societies.
45
In the USA, fast food essentially lives up to its names objective, fast. In
the fast-paced US culture, as in most Western industrialized countries, time
is money (Copeland and Griggs, 1985; Hall and Hall, 1990); the notion of
eating quickly and conveniently appeals to a population on-the-go.
Naturally, for something on which consumers do not spend much time, they
do not expect to spend too much money. Therefore, low prices are an
important feature. Also important to the US consumer is that they can be
confident they made the right decision, not only in choosing the fast-food
restaurant, but in menu-item selection as well. Such assurance can be
reinforced not only by consistent quality in the food products, but also by
employee behavior. Americans do not want to waste valuable time on preand post-purchase dissonance or uncertainty about something on which they
do not spend too much time and money in the first place. Therefore,
consistently courteous and knowledgeable employees can help develop
consumer confidence in the food and services, and minimize uncertainty
about the fast-food restaurant.
Eating regarded as a
social experience
In contrast, the value of time for other societies may be different. Asian
cultures, and even some European countries, consider eating, especially at a
restaurant, as more of a social, family-related, or entertaining experience,
even if it involves part of a busy day (Copeland and Griggs, 1985; Hall,
1966). Collectivist societies such as Korea tend to consider such social
activities from the perspective of the group experience in contrast to a more
individualistic orientation. Individualism represents the preference for a
social framework in which people put themselves or immediate families
first, as opposed to collectivism, which puts the extended family or social
group first (Hofstede, 1980). Service speed and low food prices may still be
important, but no longer dominate their mind-sets, as other service features
also become significant in achieving their satisfaction.
Therefore, Koreans may have a different concept of what makes up a good
fast-food restaurant. This difference can be also attributed to the prevalence
of small mom-and-pop eateries of Korean culture, which influences
Korean consumers perceptions of US fast food. The overall lower
perception of McDonalds by South Koreans in terms of service value (see
Table III) could be a result of such a difference in expectations, which is
substantiated by the results of this study (see Table II). Korean customers
may have had pre-conceived expectations of McDonalds which may not
have represented the typical fast food definition, but more of an
embodiment of an American experience or a taste of US life. Therefore,
their objectives of eating at McDonalds may have been different from that
of eating at a local quick-eatery. Once the novelty has worn off, it is possible
that the traditional expectations of service value, coupled with McDonalds
higher food prices, relative to those of the domestic fast food, bring about
lower perceptions of the US chain. To the Korean consumer, it is important
that the service value and quality received be reliable. Koreans want to be
able to depend on the fast-food restaurant to meet their needs correctly, or
react quickly to do so if they are not being met. It is also more important for
Koreans to feel that McDonalds empathizes with the customers specific
needs in a somewhat altruistic and unselfish manner. Individual attention,
customer pampering and having the restaurant diners best interest at heart
are more significant than less time-consuming or even time-saving services.
Hence, for example, convenient store hours may be more important to
Koreans than shorter service time.
46
47
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Appendix. Summary of measures
Measurement was on a 9-point Likert scales ranging from 4 = strongly disagree to +4 =
strongly agree.
Overall service value
Cronbach alpha = 0.88
The food and services offered by McDonalds are very good value for the money.
The food and services offered by McDonalds are a very good bargain, considering the
prices.
Service value expectation measures
Tangibles: alpha = 0.82
The appearance of the physical facilities of these restaurants will be in keeping with the
types of services provided.
Reliability: alpha = 0.89
When these restaurants promise to do something by a certain time, they will do so.
When customers have problems, these restaurants will show a sincere interest in solving
them.
These restaurants will perform the service right the first time.
They will provide their services at the time they promised to do so.
They will tell customers exactly when the services will be performed.
Customers of excellent fast-food restaurants will be able to feel safe in their transactions.
49
Excellent fast-food restaurants will offer food at lower prices compared to other
restaurants.
Short service time
Excellent fast-food restaurants will not keep their customers waiting for a longer time
compared to other restaurants.
Convenient location
The appearance of their physical facilities is in keeping with the types of services
provided.
Reliability: alpha = 0.86
When their employees promise to do something by a certain time, they actually do so.
When customers have problems, the employees show a sincere interest in solving them.
Their employees tell customers exactly when the services will be performed.
They do not keep their customers waiting for a longer time compared to other restaurants.
Convenient location:
50
51
emphasis in McDonalds UK advertising where the high profile, Americanness is now replaced by droll English-style advertising and a growing focus
on price. For Koreans, I suspect that McDonalds presents a more exciting
prospect for consumers than it does in markets it has served for many years.
Ultimately, the Korean may become inured to the Big Mac and will treat it in
the same way as the Americans. In the meantime, promotion, service and the
product mix must reflect the different expectations of consumers in the two
countries.
This finding has a resonance for other service exports since we cannot
assume that, whatever the original purpose of the service, there will not be
transferred cultural references. For food- or drink-related services, this is
critical since eating and drinking are important in every culture. If cultural
variance is ignored then promotion may prove ineffective and the export will
lose out to its more clued up competitors.
Downloaded by National Institute of Technology Rourkela At 23:37 28 January 2015 (PT)
Lee and Ulgado demonstrate that, even for an almost ubiquitous service
such as fast-food, we can never assume that consumers respond uniformly
across national borders. Yet again the lesson is that marketers must
accommodate culture difference in all their activities if their international
marketing is to succeed.
(A prcis of the article Consumer evaluations of fast-food services: a crossnational comparison. Supplied by Marketing Consultants of MCB
University Press)
52
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