Aijing Liu, Bill Ryan & Hailin Qu
The authors investigated customer perceptions of Chinese restaurants in the United States using a closed-ended questionnaire and systematic sampling with a 15-attribute measurement of customer opinion in a Midwest college town. The results of the study indicate that external factors, quality and value, and waiting time are the three key image dimensions that have significant impacts on the customers’ overall impression of the Chinese restaurants. There is also a significant difference between Western and Eastern customers’ perceptions of Chinese restaurants in the United States.
Keywords: Chinese restaurant, ethnic cuisine, image, multivariate analysis, culture difference