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An investigation into the impact of Chinese cultural values on service quality and the resultant implications for customer satisfaction : the Taiwanese experience

Liao, Ying-Ying (2011) An investigation into the impact of Chinese cultural values on service quality and the resultant implications for customer satisfaction : the Taiwanese experience. Doctor of Philosophy (PhD) thesis, University of Kent. (doi:10.22024/UniKent/01.02.94482) (KAR id:94482)


This primary aims of this study are three-fold: (i) to shed light on the influence of Chinese cultural values on expectations of service quality, (ii) to explore the determinants of service expectations, and (iii) to analyze the relationship between service quality, value for money, satisfaction, and behavioural outcomes. To accomplish these aims, the study utilizes a survey instrument and draws evidence from a sample of 524 customers of two types of restaurant in Taiwan: five star hotel chain restaurants and local chain restaurants. Overall, the findings pose a challenge to the marketing and service research scholars in terms of applicability of Western dominated cultural frameworks to study customer expectations of more specific cultural contexts. For example, the results offer no support for the relationship between gunaxi (personal relationship), and customer service expectations in the five-star hotel chain restaurants. Instead, the positive impact of mien-tzu (face-giving) on service expectation of tangible is significant. Findings also refute the significant relationship between perceived value for money and customers behavioral intentions. Or they disprove a positive relationship between perceived value for money and customer satisfaction in the local chain restaurants.

Overall, this study makes a contribution to the advancement of Asian management research by diverting its emphasis from primarily Western-dominated service management research context to the more unique context of the Asian region so as to explore and examine the peculiarities of Chinese cultural norms and values and its implications for customer expectations, perceptions, perceived value for money, and resultant behavioral outcomes, thereby modification of existing theoretical service quality models. The insights offered in this research suggest that academics, practicing managers, and policy makers need to acknowledge the importance of cultural norms and better understand the determinants underpinning a customer’s expectations towards service offerings into their conceptualizations and practices of managing services and their customer relationships.

Item Type: Thesis (Doctor of Philosophy (PhD))
DOI/Identification number: 10.22024/UniKent/01.02.94482
Additional information: This thesis has been digitised by EThOS, the British Library digitisation service, for purposes of preservation and dissemination. It was uploaded to KAR on 25 April 2022 in order to hold its content and record within University of Kent systems. It is available Open Access using a Creative Commons Attribution, Non-commercial, No Derivatives ( licence so that the thesis and its author, can benefit from opportunities for increased readership and citation. This was done in line with University of Kent policies ( If you feel that your rights are compromised by open access to this thesis, or if you would like more information about its availability, please contact us at and we will seriously consider your claim under the terms of our Take-Down Policy (
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Department of Leadership and Management
SWORD Depositor: SWORD Copy
Depositing User: SWORD Copy
Date Deposited: 14 Jul 2023 14:23 UTC
Last Modified: 17 Jul 2023 16:14 UTC
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