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dc.contributor.authorBaker, Melissaen_US
dc.date.accessioned2014-03-14T20:37:40Z
dc.date.available2014-03-14T20:37:40Z
dc.date.issued2010-05-19en_US
dc.identifier.otheretd-05192010-100940en_US
dc.identifier.urihttp://hdl.handle.net/10919/33005
dc.description.abstractDo customers in rural and urban markets want the same thing from a restaurant server? While researchers have stressed the importance of sub-culture and made the call for empirical research, few studies have incorporated sub-culture into their research, especially within the hospitality industry. Empirically measuring the differences in sub-culture, may be especially important for restaurant operators as they serve and employ a myriad of different customers in different markets. One under researched yet critical way is through a better understanding of the importance of customer contact employeesâ behavior. Understanding the importance customers place on standard restaurant wait staff behaviors and time standards may be critical to earning customers satisfaction and patronage, yet few studies have empirically examined this. Developing enhanced ways of understanding how to adapt service delivery behavior to the values of major cultural groups can be extremely beneficial to hospitality managers. This study attempts to close these gaps by investigating the influence of sub-culture on consumer perceptions of behavioral and timing dimensions in a casual, full-service restaurant setting, through methodological sampling concentrating on two main sub-cultural groups: rural and urban restaurant patrons. Results indicated that sanitation and accommodation were the most important behavioral dimensions for both groups. The level of server responsiveness, friendliness, and knowledge were statistically different for the rural and urban samples. Results suggest that casual restaurant wait staff need to tailor service behavior by accommodating and customizing to the cultural and sub-cultural based guest needs in order to maintain a competitive advantage in satisfying customers. This study also demonstrates theoretical and managerial implications and suggests that further research is needed to investigate differences across other hospitality settings.en_US
dc.publisherVirginia Techen_US
dc.relation.haspartBaker_M_T_2010.pdfen_US
dc.rightsI hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to Virginia Tech or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report.en_US
dc.subjectrestauranten_US
dc.subjecttime preferenceen_US
dc.subjectserver behavioren_US
dc.subjectsub-cultureen_US
dc.subjectruralen_US
dc.subjecturbanen_US
dc.subjectcustomer satisfactionen_US
dc.titleService behaviors and time preferences of rural and urban restaurant customersen_US
dc.typeThesisen_US
dc.contributor.departmentHospitality and Tourism Managementen_US
dc.description.degreeMaster of Scienceen_US
thesis.degree.nameMaster of Scienceen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineHospitality and Tourism Managementen_US
dc.contributor.committeechairMurrmann, Suzanne K.en_US
dc.contributor.committeememberMagnini, Vincent P.en_US
dc.contributor.committeememberGreen, Claudiaen_US
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-05192010-100940/en_US
dc.date.sdate2010-05-19en_US
dc.date.rdate2010-06-23
dc.date.adate2010-06-23en_US


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