| Understanding the process of consumers during key purchasing decision points is the margin between success and failure for any business. The cultural differences between the factors that affect consumers in their decision-making process is the motivation of this research. The purpose of this research is to extend the current body of knowledge about decision-making factors by developing and testing a new theoretical model to measure how culture may affect the attitudes and behaviors of consumers in restaurants. This study has its theoretical foundation in the theory of service quality, theory of planned behavior, and rational choice theory. To understand how culture affects the decision-making process and perceived satisfaction, it is necessary to analyze the relationships among the decision factors and attitudes. The findings of this study contribute by building theory and having practical implications for restaurant owners and managers.;This study employs a mixed methodology of qualitative and quantitative research. More specifically, the methodologies employed include the development of a framework and testing of that framework via collection of data using semistructured interviews and a survey instrument. Considering this framework, we test culture as a moderating relationship by using respondents' birth country, parents' birth country and ethnic identity. The results of this study conclude, in the restaurant context, culture significantly moderates consumers' perception of service quality, overall satisfaction, and behavior intention. |
