Abstract

This study applied the DINERSERV scale to measure the effect of service quality on customer satisfaction about high-end restaurants. Moreover, this research also examined the impact of the difference between Eastern and Western cultures on the relationship between service quality and customer satisfaction. The research was carried out on a survey of 117 Vietnamese customers and 126 European customers in five high-end restaurants in Da Lat city. The outcome indicated that the service quality has a strong influence on the satisfaction of both Vietnamese and European customers. An interesting result is while to Vietnamese customers, fast and in-time services is very important, to European customers, it is not. The restaurant ambience is what European customers care about. This result not only broadens the theory of service quality but also suggests some practical implications for multicultural customer management in the integration period.