Cultural differences in the customer perception of crowded restaurant: emotion, intolerance and perceived price

The main purpose of this study is to examine cultural differences between Americans and Chinese in terms of cultural differences, emotional feelings, intolerance and perceived meal price in the context of restaurant settings. The results revealed that there were significant differences between two ethnic groups indicating that Americans tend to be negatively aware of the crowded environment as compared to Chinese in the restaurant setting. In addition, the interaction effects among these variables appear to be significant. Possible implications for academics and industrial practitioners as well as suggestions for future studies are discussed.