The Role of Multiple Reference Effects in Restaurant Evaluations: A Cross-cultural Comparison

This study examines multiple reference effects in customers’ service evaluation regarding dining experiences in restaurants. Specifically, the present study explores the antecedent role of three reference points: focal, other, self-based and satisfaction in the development of customer satisfaction and loyalty. Additional insight into the link between reference points and customer satisfaction is provided by examining the moderating effects of the cultural orientation of customers: South Korea (Eastern, collectivist, high uncertainty avoidance culture) versus America (Western, individualist, low uncertainty avoidance culture). Overall, the results indicated that U.S. customers’ evaluations regarding restaurant consumption experiences are significantly different from those of Korean customers. Disconfirmation had a stronger effect on Korean customers than U.S. customers, whereas attractiveness of alternatives had a stronger effect on American customers than Korean customers. Finally, the authors will discuss potential theoretical and managerial implications of this study.