The Impact of Language Barrier & Cultural Differences on Restaurant Experiences
investigates how language barriers and cultural differences affect the dining experiences of ESL (English as a Second Language) customers in the U.S. Through a grounded theory approach, the study
reveals several key findings:
Language Barriers: ESL customers often face difficulties in expressing themselves and understanding servers, leading to negative emotional and cognitive responses such as stress, embarrassment, and confusion. These challenges prevent them from seeking necessary information or complaining about service failures.
Cultural Differences: Differences in dining customs, such as the U.S. emphasis on customization and the friendly yet informal service style, can be stressful for ESL customers from high power distance cultures like Korea. They may find it difficult to navigate the ordering process and feel uncomfortable with the casual interaction style of American servers.
Emotional and Cognitive Reactions: Common emotional responses among ESL customers include anxiety, fear, and embarrassment, often linked to a lack of knowledge about menu items and the ordering process. Cognitive reactions such as confusion further complicate their dining experience.
Coping Behaviors: To manage these challenges, ESL customers may avoid asking questions or complaining unless the service failure is severe. Their willingness to communicate is influenced by the server's attitude, with attentive and friendly servers encouraging more interaction.
Evaluations and Knowledge: Despite low expectations regarding service interactions, ESL customers' satisfaction largely depends on the quality of the food. Over time, gaining more experience and knowledge about the dining system helps reduce the likelihood of problems.
By addressing these issues, restaurant firms can improve service experiences for ESL customers, enhancing their overall satisfaction and loyalty .
Soraia Sadeed
I help startups raise capital quickly and easily 📈 | Founders Ally | VC at Intelis
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