Impression Management and the Hospitality Service Encounter: Cross-Cultural Differences.

Managers, marketers, and employees in the hotel and restaurant industry that are aware of the needs of people from different cultures will be able to better direct their efforts at product development, provide better guest services, and thereby offer a means of developing competitive advantage. This study determined cross-cultural differences in customer perceptions of employee behavior, intentions to return, and tipping between Americans and Asians living in the United States. The study was based on several impression management dimensions (ingratiation, intimidation, self-promotion, exemplification, supplication, and non-verbal behaviors). The results suggest that behaviors associated with ingratiation and exemplification techniques were perceived as being more satisfying for American than Asian respondents. Behaviors demonstrative of intimidation and supplication techniques were perceived as very dissatisfying for Americans. [ABSTRACT FROM AUTHOR]