Local versus non-local customer-contact personnel : an influencing factor on Customer Satisfaction?

• Main Authors: Liu, Zhiming., Yeo, Bee Chun., Liang, Wesley Xuchuan.
• Other Authors: Chen Yee Fong, Geraldine
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48130
• Institution: Nanyang Technological University

This study aims to determine if customer satisfaction is affected by the nationality of the customer-contact personnel. A modified version of the DINESERV model is proposed to suggest links among the four dimensions; namely reliability, responsiveness, assurance and empathy, with customer satisfaction. A structured questionnaire was then developed to collect data from patrons of full service restaurants. These patrons must have been served by non-local customer-contact personnel. A total of 146 respondents were interviewed. Our results indicate that nationality does affect three dimensions of the DINESERV model. This implies that managers should take into account the nationality of the customer-contact personnel when designing training strategies. All in all, this research will help to contribute to the improvements of service quality in the food and beverages industry. Nevertheless, further studies will also be needed to determine if our results are applicable in other contexts in the food and beverages industry or other countries.