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研究生：	黎陳清姮 Le Tran Thanh Hang
論文名稱：	Exploring The Paradigm That Chinese Customers Use To Assess Service Quality Exploring The Paradigm That Chinese Customers Use To Assess Service Quality
指導教授：	王慕容 Stanworth, James
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所 Institute of International Management
論文出版年：	2022
畢業學年度：	110
語文別：	英文
論文頁數：	96
外文關鍵詞：	Service quality, Chinese service quality, Expectancy disconfirmation theory, Naïve dialecticism, Confucianism, Taoism, Ambivalence attitude, Customers satisfaction, Expectation
相關次數：	點閱：101 下載：18
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Despite the global similarities in the service environment, customers themselves differ. Culture influences the way those customers see their world, the thinking styles that have an impact on their judgments, in order words, this is how people form criteria for judging. Is service across cultures be easy to replicate? Can a proven Western formula be applied in another cultural region? In previous studies about service quality (SQ), Imrie (2005) stated that Confucianism is not the only cultural driver influence evaluative criteria, and that was true.
This is quite interesting but there was no examination or data to support it. Therefore, my aim for this study is to find an explanation of how Chinese customers evaluate service quality, to explore to what aspect, the culture, Taoism in specific, affects the way Chinese customers think and construct criteria to evaluate service quality in order to expand the managers’ understanding of their Chinese customers in evaluating SQ.
From the data collected, contrary to the disconfirmation in assessment of service, Chinese customers have general anticipation but not solid expectation. Service and culture are two categories that are connected to each other through people, which are more clearly represented here through the roles of customers and service providers or service employees. There are four propositions presented in the study which are (1) Chinese customers do not rely on disconfirmation as primary mean of evaluation; (2) the evaluation focus on roles; (3) customers show emotional responses toward role violation, and (4) customers perform the self-reflection as a sign of looking for balance.

ABSTRACT	I
ACKNOWLEDGEMENTS	I
TABLE OF CONTENTS	I
LIST OF TABLES	V
LIST OF FIGURES	VI
CHAPTER ONE INTRODUCTION	1
1 Research Background.	1
1.1 The Rise of the Chinese Customer.	1
1.2 Different Customer's Perception of Product Meaning.	1
2 The Research Gap.	2
3 The Research Objectives.	5
4 The Research Contribution.	5
5 The Research Structure.	6
CHAPTER TWO LITERATURE REVIEW	7
1 Profound Differences in Culture Influence Fundamental Ways of Thinking and Behaving.	7
2 Naive Dialecticism.	8
2.1 Naïve Dialecticism.	8
2.2 Naïve Dialecticism and Taoism.	11
2.3 Naïve Dialecticism and the Doctrine of the Mean.	12
3 Expectation and Expectancy – Disconfirmation Theory.	14
3.1 Expectation.	14
3.2 Expectancy - Disconfirmation Theory.	15
4 Disconfirmation and Assessment of Service Quality.	16
4.1 Examine Service Quality as an Attitude.	16
4.2 The Zone of Tolerance in Service.	17
5 Disconfirmation in Chinese Culture.	18
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	27
1 Introduction.	27
2 Research Design.	28
2.1 Narrative Approach.	28
2.2 Implementation of Method.	29
3 Sampling.	30
4 In-depth Interviews.	31
5 Interview Guideline.	32
6 Data Quality Concerns and Solutions.	35
7 Interviewing Processing.	35
8 Analysis.	37
8.1 Working Transcript.	37
8.2 Critical Narrative Analysis.	38
8.3 Category Development.	38
8.4 Proposition Development.	44
CHAPTER FOUR STRUCTURE OF MECHANISM CHINESE CUSTOMERS USE TO EVALUATE SERVICE QUALITY	47
1. General Anticipation Rather Than Expectation.	47
1.1 General Anticipation.	47
1.2 Belief of How Service Should Be.	48
1.3 Expectation on How Product/Service Will Be.	48
1.4 Customers Have No Expectation.	49
2 Reflection of Service Based on Observation.	50
3 Perceiving and Evaluating the Roles of Service Employees’ Behavior/Reaction.	53
3.1 Customers Evaluate Service Employees’ Behavior/Reaction.	53
3.2 Customers Evaluate the Whole Experience.	59
4 Emotional Responses of Customers.	60
5 Adaptation to Create Balance of Customer.	62
5.1 Customers Adjust Behavior to Avoid Conflict.	62
5.2 Customers Evade Confront When Having Conflict.	63
5.3 Customers React in Neutral Way.	64
5.4 Customers Think for Service Employees’ Difficulty.	64
5.5 Customers Perform Self-Reflection When Incident Happen.	65
5.6 Customers Show Empathy with Service Providers.	66
5.7 Customers Accept Service as What It Is.	67
CHAPTER FIVE DISCUSSION	69
1 Proposition 1 - Chinese Customers Do Not Have Rigid Attitude and Rely on Disconfirmation as Primary Mean of Evaluation.	69
1.1 Customers Obverse and Evaluate as A Whole Experience Rather Than A Single Point of the Event.	70
1.2 Customers Have Generalized Anticipation and Belief to Service Interactions Rather Than Solid Expectation.	71
2 Proposition 2 - Evaluation Focuses on Roles.	72
3 Proposition 3 - Emotional Responses Focus on Role Violation.	73
4 Proposition 4 – Customers’ Self-Reflection Represents The Search For Harmony/Balance.	75
5 Contribution.	75
6 Managerial Implication.	77
CHAPTER SIX CONCLUSION AND SUGGESTIONS	78
1 Conclusion.	78
2 Research Limitation and Future Research Direction.	79
REFERENCES	80
APPENDICES	86
                                    

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